Rosy started off as a sexual wellness app but is now expanding into additional aspects of women’s health. 

The company recently announced the launch of Quickies, a digital feature to connect patients with healthcare professionals (HCP) and other evidence-based resources.

These Quickies are produced as short-form videos in order to mimic the effective engagement of social media posts.

The digital educational health content — which is vetted by Rosy’s in-house medical team — expands the company’s focus solely from sexual wellness to other aspects of women’s health, such as endometriosis, fibroids, menopause and migraines.

Quickies was developed in a month-long beta testing but is now ready for primetime and supported by an ad campaign that will roll out across social media platforms like LinkedIn, YouTube and Facebook, among others.

Dr. Lyndsey Harper, CEO of Rosy, told MM+M the launch of Quickies marks an intentional pivot for the Dallas-based company she founded in 2019. This was partly driven by the lingering stigmatization around women’s health, which was only further exacerbated by the overturning of Roe v. Wade in 2022.

“[The Dobbs decision], in combination with the change in the way that patients are finding medical information, which is vastly through social media, has led Rosy to where we are today,” she said. 

Another inspiration for the expansion of offerings was feedback Rosy received from providers who said they had recommended the app to patients with sexual wellness questions or concerns but were still running into a plethora of medical misinformation online.

Harper said that ongoing challenge inspired the company to develop Quickies as a place where not only patients could go to receive reliable clinical information, but HCPs could also have a safe space to recommend resources and options, too.

Unlike HCPs who have taken to social media to fight misinformation with their individual profiles, Rosy has taken steps to turn down the volume and bottle up the potential exposure to vitriol. Quickies doesn’t allow users to comment on videos, according to Harper, safeguarding the company’s ever-growing list of providers from spam and targeted harassment.

Quickies’ algorithm also personalizes the content presented based on a brief questionnaire filled out by the patient and promotes videos with high engagement.

Since Rosy’s pre-pandemic launch, Harper said she’s seen a significant shift in the general awareness around women’s health but notes that there is still an opportunity to raise the profile. This includes among its initial focus on sexual wellness, noting that this topic goes beyond sexually transmitted diseases to similar issues that both men and women face.

“We’ve just done a much better marketing job on the men’s sexual health side than we have on the women’s sexual health side,” she said. “The more that we can get the word out there, the better. Even I, as a women’s health physician, did not understand the gap [in awareness] until my patients started needing more help from me.”

Rosy will be measuring the success of Quickies’ launch based on standard engagement metrics, but also how many HCPs it is onboarding after going live. Harper emphasized that the company isn’t limiting its acceptance of providers to one speciality and welcomes a host of physicians dealing with various aspects of women’s health.

In a parting message to the marketing community, Harper urged more healthcare brands, leaders and HCPs to not just be aware of Quickies but to also get involved and use it as a tool to communicate reliable information to patients.