Joanna Strober, Midi Health CEO, on the menopause Tupperware parties that built a unicorn

Joanna Strober, CEO of Midi Health, joins Chrissy Farr to talk about building one of the first scaled companies in women's midlife health, and why the category didn't produce a unicorn until this year despite an obvious market need. They cover Midi's "B2B for show, B2C for dough" strategy, how a 150-patient pilot turned a hormone-access company into a full primary care business, and what changed when Joanna posted a public apology to patients on LinkedIn after a patch shortage overwhelmed the company's support team.

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SPONSOR: Baker Health
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LINKS:
Midi Health: https://www.joinmidi.com/

Chrissy Farr on YouTube: https://www.youtube.com/@LiferswithChristinaFarr 
Chrissy Farr on Instagram: https://www.instagram.com/cfarr/ 
Subscribe to the Second Opinion Newsletter: https://secondopinion.media/ 
Chrissy’s Book: The Storyteller's Advantage: https://www.chrissyfarr.com/books 

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FOLLOW:
Joanna:
https://www.linkedin.com/in/joannastrober 
https://x.com/joannastrober 

Chrissy:
https://www.linkedin.com/in/christinafarr/ 
https://x.com/chrissyfarr 

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TIMESTAMPS:
(00:00) Lead In
(00:38) Intro
(02:14) Joanna's founder journey
(04:27) Lessons from Kurbo
(06:23) Why women's health is hard
(08:12) Midi's D2C brand bet
(12:30) What Midi actually treats
(14:36) Labs and diagnostics
(15:51) Sponsor: Baker Health
(17:06) GLP-1s and midlife weight
(20:55) Funding and timing tailwinds
(24:10) Founder advice: think bigger
(26:43) AI to scale empathy
(31:29) LinkedIn and trust building
(35:42) Destigmatizing menopause
(40:12) Organic marketing playbook
(42:41) Expansion, AI, and research
(45:22) Wrap