164 | Removing the Infertility Stigma Through Data | with Dr. Amy Divaraniya

Dr. Amy Divaraniya is the CEO and Founder of Oova, a women’s health company. She has more than 10 years of experience as a data scientist and has both led and published original research in the areas of personal genomics and biomarker discovery. 

Her solid understanding of biology and being able to apply complex analyses have led to innovative projects in the healthcare space. 

In 2017, Dr. Divaraniya chose to pivot her career as a data scientist and devote herself to improving women’s healthcare. 

After facing her own struggles with conceiving her son, Dr. Divaraniya decided to build a solution to help women having difficulty getting pregnant. 

Today, she and her team have built the first at-home test, Oova, that measures multiple hormones through urine samples and provides personalized results and insights on a woman’s fertility. 

As a response to COVID-19, Oova has done an early release of their product. Oova has resonated with many women and clinicians and is now being adopted by fertility clinics and hospitals across the country. 

In This Conversation We Discuss: 

• [00:00] Intro
• [01:39] The idea of building a brand
• [03:23] Finding a solution and a market
• [03:49] Removing stigma by providing data
• [05:30] From idea to prototype
• [07:40] Passionate in solving the problem
• [08:41] Sponsor: Electric Eye electriceye.io
• [09:01] Sponsor: Mesa apps.shopify.com/mesa
• [09:45] Sponsor: Gorgias gorgias.grsm.io/honest
• [11:12] Sponsor: Rewind rewind.io/honest
• [11:44] Sponsor: Klaviyo klaviyo.com/honest
• [12:31] The pandemic changed Oova’s business model
• [14:48] The B2B2C approach is similar to using influencers
• [15:07] Going the organic route
• [15:54] Educating people about new products/new vertical
• [17:14] Oova’s unique marketing mix
• [18:38] What would Dr. Amy tell herself
• [19:57] The value in smart people
• [20:40] Truly believe in what you’re making
• [21:22] Where to find Oova

Resources:

• Subscribe to Honest Ecommerce on Youtube
• The fertility translator that fully illuminates your fertility, giving you the clearest steps to conception. oova.life
• Connect with Dr. Amy linkedin.com/in/aparna-amy-divaraniya
• Scale your business with electriceye.io
• Download Mesa at the Shopify App Store apps.shopify.com/mesa
• Level up your customer support gorgias.grsm.io/honest
• Respond to any of Rewind’s welcome emails and mention HONEST ECOMMERCE to get 1 month free rewind.io/honest
• Get started with a free account at klaviyo.com/honest

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