How do you convince investors, patients, and the healthcare system that a new category in women's health needs to exist?

Joanna Strober is the founder and CEO of Midi Health, the telehealth company providing insurance-covered primary care for women navigating perimenopause, menopause, and beyond. Joanna started Midi in 2021 after her own frustrating search for menopause care, following an earlier career as a venture capitalist and as health tech founder.

In this conversation, Joanna talks about the early development of Midi, and how the model expanded based on patient need to offer the full scope of what Midi does today. She digs into how she raised venture capital for a category that didn't yet exist, and the economics of building an insurance-covered, clinician-led virtual specialty care model. Joanna also shares how she manages the business today, building a strong, trusted team so she can dive deep ("like a falcon") into new challenges as they emerge, and standing up the New Product Committee, which helps her turn her constant stream of ideas into disciplined, prioritized bets. Joanna also opens up about deliberately becoming a public figure, how she holds her confidence steady against critics, and how intertwined her personal life is with the business.

About Joanna Strober

Joanna Strober is the CEO and Co-founder of Midi Health, a virtual healthcare platform for women with a focus on perimenopause and menopause. Midi brings expert care, covered by insurance, to women nationwide. Previously, Joanna founded Kurbo, the first digital therapeutic for childhood obesity, which was acquired by Weight Watchers. Joanna also spent 20+ years in direct private equity and venture capital investing in health and consumer companies. She is also the author of the book Getting to 50/50, a primer on how women can succeed and thrive at work and home, and she was named to Forbes' 50 over 50 list of top Innovators, the CNBC Changemaker 2025, and Time 100 Healthcare Leaders.

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