✨Let's talk about a problem nobody talks about

You know how we’re all told to “take care of our health”?

But when it comes to women’s intimate health, nobody tells us how, where to go, or who to talk to without the shame, awkward silences, or judgmental aunties.

You get period cramps, weird discharge, UTIs, or that one question you’ve Googled five times at 2 AM but never dared to ask out loud…

But here’s the deal: It’s not supposed to be this hard.

And that’s exactly why Proactive For Her exists.
A digital-first healthcare platform that actually gets what being a woman means hormonally, physically, emotionally, and socially.

Proactive For Her is a leading omnichannel women's health clinic chain in India offering judgement-free, evidence-based care for everything from PCOS to sexual wellness to mental health. It started in 2020.

It blends clinics, teleconsultation, at-home diagnostics, curated health products, and education into one digital ecosystem that’s actually built for Indian women.

Achitha Jacob, Founder & CEO of Proactive For Her, noticed something shocking during her background research while working at Harvard and healthcare start‑ups:

“Women across the country hesitate in seeking help when it comes to their menstrual, reproductive and sexual health… The stigma attached with women’s menstrual, sexual and reproductive health issues, coupled with inaccessibility to non‑judgemental support, have long prevented many women from addressing their healthcare needs.” (femina.in)

She saw this everywhere, even well‑educated women delay care because they fear embarrassment, uncomfortable questions about premarital sex or marital status, or worse, misdiagnosis or dismissal.

✨Judgment-free, women-led care: Clinics and teleconsults designed to remove cultural shame and awkwardness in female intimate health, what PFH calls “radical empathy.”

✨Digital + physical blend: They combine online consultations, at-home tests, and in-person clinics to cover the entire care journey.

✨Clinically-grounded & trauma-informed: Their care is gender-sensitive, queer-affirmative, and vetted by a team of 10+ trauma-trained doctors with 150+ years of cumulative experience.

And to solve these problems they opened 7 clinics across Bangalore (Indiranagar, Koramangala, etc.), plus 3 more in Whitefield, New BEL Rd, JP Nagar, serving 500,000+ women. They plan 120 clinics in five years.

View the ICPs here 👉 ICP

To be "ready for monetization," PFH needs to satisfy:

1. Retention Curve – Are users returning consistently?
2. Depth of Engagement – Are users using multiple features or buying bundles?
3. Willingness to Pay – Are users converting to paid services?

What each step shows:

• Retention Curve indicates whether user behavior is stable (a “smile” curve flattening out after initial drop).
• Depth of Engagement shows how deeply users rely on PFH for different health needs.
• Willingness to Pay confirms whether users see enough value to spend money regularly.

Test 1: RETENTION CURVE

⚠️ Retention Curve Analysis for Proactive For Her

Curve Type: Flattening (Concerning)

What the data tells us:

We’re looking at a flattening retention curve, not a smile curve. That means — users are trying the product, but not finding enough value to return consistently.

Here's what we observed: 👇

• No smile curve pattern (no user return/re-engagement)
• Consistently below industry benchmarks across all timeframes
• Steep decline suggests poor user experience or value proposition mismatch
• Low Day-30 retention (6%) indicates weak core user base

But the curve can be improved if:

• We investigate user onboarding flow and initial value delivery
• Implement re-engagement campaigns for Day 7-14 users
• Reassess core value proposition and product-market alignment
• Conduct user interviews to understand drop-off reasons.

Test 2: DEPTH OF ENGAGEMENT:

✅ Litmus Test #2: PASSED

Power + Core Users: 52.5%

High-value, engaged user segments

Casual Users: 50%

Low-engagement, transactional users

Test Criteria: Power + Core Users > Casual Users

PFH has a slightly higher percentage of engaged users (52.5%) compared to casual users (50%), indicating reasonable product-market fit depth.

Test 3: Willingness to Pay:

Power users justify Proactive For Her’s premium pricing by valuing its differentiated, high-quality, and holistic care experience, the added convenience and privacy, and the peace of mind that comes from a trusted, specialized women’s health provider.

So, is PFH Ready for Monetization?

Proactive For Her has passed the Litmus Test and it can be monetized! 💸💸

After conducting extensive research on Proactive For Her's current market position, I've identified two critical monetization opportunities that align perfectly with their omnichannel women's healthcare model. ✅

As a healthtech platform with $7.08M in funding and physical clinics in Bengaluru, we're uniquely positioned to leverage both digital and physical touchpoints for revenue optimization.

With their recent expansion to serve 500,000 women in Bangalore, there's significant opportunity to scale their monetization strategies. 👀

Current Situation Analysis:

Based on my research, Proactive For Her currently operates with a traditional consultation and service-based model through both online teleconsultations and physical clinics. However, there's a massive opportunity to implement a freemium approach that can dramatically improve patient acquisition and lifetime value.

The India women health and wellness market size reached USD 4.66 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 9.58 Billion by 2033, exhibiting a growth rate (CAGR) of 7.70% during 2025-2033, with 73% of women preferring healthcare providers that offer initial consultations or health assessments for free before committing to treatment plans.

Experiment 1: Health Assessment Freemium Model

Hypothesis:

By offering a completely free health assessment and tracking tools, Proactive For Her can earn trust quickly and guide women toward paid teleconsultations, test kits, and care plans boosting conversions.

✨ Why this fits women’s healthcare (especially in India):

Many Indian women avoid seeking help because of stigma, awkwardness, or cultural barriers. Offering free, no-pressure health tools helps break this barrier. Once users feel supported, they're more likely to explore paid offerings, much like how Spotify converts free listeners into premium subscribers.

How PFH is positioned today👇

• Current offerings: Paid teleconsults, PCOS programs (₹12,000), therapy packages (₹8,000), self-care bundles (~₹6,500), in-person clinics.
• What’s missing: A free entry point for hesitant users to explore PFH without financial commitment. There's no freemium currently ❌

Why they haven’t done this yet? 🧐

• Healthcare startups often fear diluting brand trust by offering free tools or worry free users will never convert.
• PFH might also lack analytics or UX readiness to add progressive upsell prompts inside the app but all of this can be methodically built in.

Conversion Journey (45-Day Path):

Projected Results (Backed by Industry Benchmarks)

• Conversion estimate: 12–18% free → paid users in 45 days (based on Practo/1mg models)
• Trust amplification via social proof, founder interviews, and visible in-app reminders

Why It Works & What It Will Show: ✅

• Bridges trust gap by giving value before asking for money
• Educational nudges reduce stigma and normalize intimate health conversations.
• Incremental upgrades help segment users—engaged users get compelling, tailored offers
• Data points (conversion rates, time-to-pay, ARPU) make future monetization experiments clearer

Experiment 2: Life-Stage Focused Premium Communities

Hypothesis:

Women's healthcare needs vary significantly by life stage. Creating specialized premium communities around specific life stages will drive higher engagement and conversion rates.

✨ Implementation Strategy:

Free Community Access:

• General women's health discussion forums.
• Basic educational webinars.
• Peer support groups (moderated by healthcare professionals).

Premium Community Tiers:

Community-Driven Features:

• Peer mentorship programs.
• Success story sharing (with privacy protection).
• Group challenges for health goals.
• Exclusive access to Achitha Jacob's monthly Q&A sessions.

Current Healthcare Service Analysis

Based on the research, Proactive For Her offers a comprehensive range of services from basic consultations to specialized treatments. The key opportunity lies in creating intelligent service bundles that address interconnected health concerns while providing better value to patients.

Experiment: Life-Event Triggered Cross-Selling

Hypothesis:

Major life events (marriage, pregnancy, career changes, aging parents) create predictable healthcare needs. By proactively recommending relevant services, we can provide better care while increasing revenue.

✨ Implementation Strategy:

Life-Event Detection System:

• Ask onboarding users for age, life stage, and health priorities (e.g., puberty, PCOS, fertility, pregnancy, menopause).
• Add a “My Journey” section inside the app/portal where users can update their life changes.

Targeted Service Recommendations:

Pre-Wedding Health Packages:

• Comprehensive health screening for both partners.
• Sexual health consultations and education.
• Stress management and mental health support.
• Vaccination updates.
• Package Value: ₹12,000-18,000 for couple

New Mom Support Ecosystem:

• Postpartum care consultations.
• Breastfeeding support and lactation consulting.
• Postpartum depression screening and support.
• Baby care guidance and pediatric consultations.
• Partner support and family planning discussions.
• 6-Month New Mom Package: ₹15,000-22,000

Seasonal Health Campaigns:

Monsoon Health Preparedness:

• Immunity boosting consultations.
• Infection prevention guidance.
• Monsoon-specific health packages.
• Seasonal Wellness Package: ₹3,500-5,000

A well-designed customer journey map for Proactive For Her (PFH) pinpoints six high-impact touchpoints for monetization, aligning digital convenience with human-centered care. This approach leverages trust, personalization, and omnichannel engagement to maximize both health outcomes and business value.

Six Critical Touchpoints & Monetization Strategies:

Key Messaging Framework:

• Product Value:
  “Proactive For Her combines the convenience of digital healthcare with the trust of in-person consultations. Get personalized, judgment-free care for every life stage.”
• Trust Building:
• • Achitha Jacob’s vision and personal story.
  • Real patient testimonials.
  • Clinical expertise and evidence-based care.
• Differentiation:
• • “India’s most comprehensive omnichannel women’s healthcare platform”
  • “Judgment-free, personalized healthcare from puberty to menopause”
  • “Technology meets human touch for better outcomes”

Channel-Specific Messaging:

Let's look at the core problems Proctive For Her solves for :

Services Offered to solve these problems:

• Teleconsultations with gynecologists, dermatologists, endocrinologists, nutritionists, and mental health experts.
• Diagnostics for sexual health (STIs), hormonal issues (PCOS, thyroid), and preventive screenings (HPV, cervical cancer, etc.).
• Personalized Programs for chronic conditions like PCOS, menopause, and sexual health.
• Health Education through webinars, workshops, and online resources.
• Physical Clinics (currently in Bengaluru, with plans for expansion).

Direct Competitors (70%+ overlap with Proactive For Her’s JTBD):

• Elda Health (very similar, especially in menopause, hormonal, and stigma-free care)
• Veera Health (PCOS, reproductive/sexual health, teleconsultations)
• Hera (wellness, sexual health, but less integrated)

Indirect Competitors ( > 70% overlap):

• General Hospitals (offer women’s health, but not stigma-free or integrated)
• Practo (telemedicine aggregator, not women-specific)
• YouTube/Forums (information/peer support, not medical care)
• Healthfab (products only, not clinical care)
• Elawoman (fertility-focused)
• vHealth by Aetna (broad telehealth, not women-focused)
• NGOs/Govt Health Camps (preventive/awareness, not continuous care)

Below is a substitute pricing matrix for Proactive For Her and its key competitors. The table compares subscription plans, microtransaction options, monthly and annual prices, and highlights unique monetization models in the Indian women’s health space.

Key Insights ✨

• Proactive For Her, Elda Health, Veera Health, and Hera all offer both bundled care programs (monthly/yearly) and pay-per-use microtransactions for individual consults, diagnostics, or products.
• General Hospitals, Practo, Elawoman, and Healthfab primarily use a pay-per-use model, charging per consult, test, or product.
• YouTube/Forums and NGO/Govt Health Camps provide free or very low-cost information and services, but lack personalized or integrated care.
• vHealth by Aetna offers subscription-based telehealth with some women’s health services included.

Additional Notes

• Unlike traditional hospitals or aggregators, digital women’s health platforms often combine subscription/membership plans with microtransactions for flexibility and accessibility.
• Microtransaction options (e.g., pay-per-consult, pay-per-test) lower the barrier to entry, letting users access care as needed without committing to a high upfront cost, mirroring the Pocket FM approach to bite-sized purchases.
• Bundled programs (monthly/annual) are typically marketed for chronic condition management (e.g., PCOS, menopause) and include unlimited or discounted consults, diagnostics, and digital support.

Factors to consider before we set our product pricing:

Insights✨

• PFH offers the highest flexibility, with seamless movement between app, home, and clinic, justifying a premium over traditional clinics and government hospitals.
• High-touch, judgment-free, and confidential care is a core differentiator versus aggregators and public healthcare.
• PFH’s bundled approach (consults, diagnostics, wellness, community) adds value beyond single-service competitors.
• Multiple payment options (UPI, cards, EMI) and integrated digital journeys increase willingness to pay, especially among urban users.
• Urban working women, young adults, and family planners are most willing to pay for privacy, convenience, and holistic care.
• If users don’t pay for PFH, they typically rely on traditional clinics (less convenient, less privacy), government hospitals (low cost, low comfort), or basic apps (less comprehensive, less expert-driven).

Therefore, PFH's pricing that reflects its superior convenience, privacy, personalization, and comprehensive care, targeting urban and working women willing to pay for a premium, judgment-free health experience is JUSTIFIED.

To understand which segment to charge, we need to segment Proactive For Her (PFH) users into Casual, Core, and Power Users using an RFM Analysis, a proven framework that considers Recency (R), Frequency (F), and Monetary Value (M).

The first step in designing a “whom to charge” strategy for Proactive For Her is conducting a Recency, Frequency, and Monetary (RFM) analysis to segment users based on their engagement and spending behaviour. This segmentation helps identify which users are most likely to pay, how frequently they use the platform, and what their spending patterns look like.

This step focuses on collecting user insights through RFM segmentation and direct feedback so that Proactive For Her can identify the reasons behind why some users choose to pay, which services boost engagement, and the obstacles that hinder others from making the transition to paid offerings.

What I’m proposing is that by aligning our pricing model with actual user behavior and their willingness to pay, Proactive For Her can strike the right balance between monetization and retention.

If we go a step further and segment users based on RFM (Recency, Frequency, and Monetary value), we can create far more targeted pricing and retention strategies.

Proactive For Her’s Current “Whom to Charge” Strategy :

Proactive For Her’s hybrid monetization approach ensures every user segment can contribute to revenue:

• Power Users: Drive the majority of revenue through premium subscriptions and long-term care programs.
• Core Users: Generate steady revenue through bundles and periodic engagement.
• Casual Users: Monetized via microtransactions and nurtured for future conversion.

✨✨ Strategic Recommendations:

• Focus premium features and exclusive content on Power Users to maximize ARPU (Average Revenue Per User).
• Use bundles and loyalty programs to move Core Users up the value chain.
• Keep a robust free tier and low-cost entry points to attract and nurture Casual Users, minimizing churn and maximizing conversion potential over time.

Detailed RFM Table with Pricing Impact:

Summarising it:

• Power Users: Prioritise for premium pricing and exclusive care.
• Core Users: Target with bundles and loyalty incentives.
• Casual Users: Monetize gently, focus on nurturing and gradual conversion.

Perceived Value > Perceived Price

Before we dive into WHEN TO CHARGE for Proactive For Her, let's establish our foundational principle: monetization should only begin when women perceive genuine value that exceeds their financial investment.

Indian women need to experience genuine health improvements and feel supported before they invest in premium healthcare services.

Perceived Value Framework for PFH: 👇

The perceived value of Proactive For Her comes from:

1. Breaking Cultural Barriers - Primary value driver in the Indian context
2. Comprehensive Women-Centric Care - Holistic approach to women's health
3. Accessibility & Convenience - Multi-channel service delivery.

These are the 4 options but the most significant perceived value Proactive For Her delivers is helping women achieve their personal goals✅

While Proactive For Her also provides strong functional value (solving health concerns efficiently), its primary differentiator is the way it addresses deeply personal needs: comfort, self-advocacy, dignity, and holistic well-being at every life stage.

The platform’s trauma-informed, empathetic approach, and commitment to privacy and non-judgmental care directly support women in taking charge of their health journeys, making the personal goal the core driver of value perception for its users.

Proactive For Her's Core Benefits:

Assessing PFH's benefits vs. that of your competitors

What Sets Proactive For Her Apart?

• Cultural Sensitivity & Empathy: Deep understanding of Indian women’s unique healthcare needs and taboos, ensuring a safe space for all issues, including sexual and reproductive health.
• End-to-End Accountability: Unlike aggregators, Proactive For Her takes responsibility for the entire clinical journey, ensuring higher quality and satisfaction.
• Integrated Programs: Offers not just one-off consultations, but mid-to-long-term programs and health coaching for sustained outcomes5.
• Holistic, Cross-functional Team: Access to doctors, therapists, and nutritionists under one roof, enabling comprehensive care.
• Omnichannel Experience: Flexibility to access care online, at home, or in-person—rare among competitors.

Can Proactive For Her Provide More Value at Similar or Lower Cost?

Yes, through:

• • Bundled care packages (consults + diagnostics + follow-ups)
  • Subscription models for preventive care
  • Free or discounted health education webinars
  • Loyalty programs for repeat customers
  • Transparent, competitive pricing for high-quality, in-house care.

No, if:

Competitors significantly undercut on price with minimal services, but this usually comes at the cost of depth, personalization, and accountability.

What is the perceived price for Proactive For Her?

The perceived price for users includes both monetary and non-monetary costs based on their alternative options:

Price Justification Factors:

• Specialized women's health expertise commands premium.
• Comprehensive service integration reduces overall healthcare costs.
• Prevention-focused approach delivers long-term financial benefits.
• Convenience and privacy justify higher consultation fees.

What does the current user flow look like?

1. Awareness: Users find the platform through digital marketing, word-of-mouth, or sees ad on Instagram/Google
2. Interest & Discovery: Visits website/app and explores services (sexual health, PCOS, mental health, etc.)
3. Trust Building: Reads doctor bios, testimonials, browses FAQs, takes free quiz/assessment.
4. Booking: Selects service, picks doctor/time slot, pays or applies discount code.
5. Consultation: Attends video/in-clinic consult, Shares history, gets diagnosis.
6. Diagnostic & Follow-Up: Gets tests done if required, receives reports
   and books follow-up sessionswith PFH.
7. Treatment & Support: Starts treatment plan.

✨✨Value Peak Points in User Journey✨✨

📈 Highest Perceived Value Moments As Per Stages:

When does perceived value > perceived price for Proactive For Her?🧐

Critical Decision Points:

FINALLY, When to Introduce Pricing? 😄

Proactive For Her delivers a comprehensive, culturally-sensitive, and judgment-free women's healthcare experience. Unlike traditional healthcare platforms, Proactive For Her monetizes through consultation expertise, care continuity, and holistic wellness programs.

Given the unique value proposition, we need a structured approach to decide what to charge users for while balancing accessibility, clinical excellence, and revenue generation.

This would mean a combination of Time, Output, Access and Shareability 👇

Insights:

✅ Output-based pricing should remain the core (consults, diagnostics, treatment sessions).

✅ Time-based pricing can be introduced for subscription wellness programs (e.g., monthly PCOS or mental health care).

⚠️ Access-based models should be handled with caution (e.g., gated premium content), only if value is crystal-clear.

❌ Shareability is not relevant for PFH’s individual-first healthcare model.

👉 NOTE THAT: I decided to focus this pricing exercise specifically on PCOS-related care plans because honestly, Proactive For Her offers a LOT. From sexual health to mental wellness to menopause support, it’s a pretty full-stack platform. But I'm picking one to go in depth .

Proactive For Her operates through multiple channels:

• Online consultations (teleconsultations)
• In-clinic consultations ( 7 physical clinics in Bengaluru)
• At-home services (lab tests, procedures)

I started by asking myself — what are they charging for here?

• It includes doctor consultations, nutrition coaching, regular check-ins, and some diagnostic tests.
• It’s not cheap, but for the value they’re offering, especially judgment-free, consistent care, I believe there's scope to play with tiering and upsells.

I created three possible pricing structures based on the user journey, revenue goals, and user psychology.

Strategy 1: Tiered Duration Plans (Bronze, Silver, Gold)

many women want to try before they commit, but also want to see results and PCOS treatment is rarely solved in 30 days. So I made these:

Why this works:

• Gold gives the best value and nudges long-term commitment
• Silver works for women who are serious but not ready to commit in.
• Bronze is perfect for testing the waters.

Strategy 2: Freemium Entry + Paid Upgrade:

Then I thought how can we ease women into care without pushing pricing first?

Why this can work:

• Many women are not comfortable paying upfront especially in healthcare.
• This model lets them see the care, get a feel, and then convert.

If even 20% of 1,000 free users convert:

• 200 × ₹3,500 = ₹7,00,000
• 100 × ₹6,500 = ₹6,50,000

✅😄 That’s ₹13.5L in revenue with a relatively low entry barrier.

Strategy 3: Subscription + Add-ons:

Then to build something more flexible especially for users who want control

Why this works: Women with PCOS often have dynamic needs not everyone wants the same services at the same time. This lets them build their own care path over time.

Let’s say 10,000 users engage with PCOS services over a year. If 20% opt for the Gold 6-month plan (₹16,000):

• 2,000 × ₹16,000 = ₹3.2 Crores revenue
• Let’s say CAC is ₹1,500 — Lifetime value = ₹16,000 → CAC:LTV = 1:10 😍
• Churn impact would be minor, because the health journey is long

Conclusion:

I haven't just focused on discounts or flashy offers. I wanted to build pricing that feels thoughtful and something that gives value over time, and respects the ups and downs of a women's health journey. So, yes, that's it for How Much To ChARGE. 😄

Based on analysis of Proactive For Her's website and competitor research, here are the key problems with their current pricing approach:

• No proper pricing page
  There’s no dedicated pricing page on the main site, so users have to either book a consult or call just to know the prices. That’s a huge barrier — especially for someone just exploring or price-sensitive.

• Pricing is all over the place
  I found different pricing info on Practo, Justdial, etc., but it’s inconsistent. There’s no standard presentation and it doesn’t feel very trustworthy or professional.
• Missing CTAs for pricing
  There’s no “Pricing” or “Plans” tab on the website. Even on the homepage or service pages, there’s no mention of how much things start at. Feels like I have to dig for basic info.
• Not showing up for pricing-related searches
  If someone googles “Proactive For Her prices,” their own site doesn’t show up. Competitor listings or aggregator platforms come up first. That’s a missed SEO opportunity.
• No pricing based on user type
  Right now, everyone sees the same info — whether they’re a new user, loyal customer, or just browsing. There’s no personalization or contextual messaging based on where the user is in their journey.

✨Three-Tier Pricing Strategy (System 1 Design):

1. Three-tier pricing (Goldilocks effect)
   I’d go with something like Essential – Comprehensive – Premium. Most users usually pick the middle one, so it helps push people toward the higher-value plan without making it feel too expensive.
2. Strikethrough pricing
   Using something like ₹2,699 now ₹1,899 gives people the feeling they’re getting a good deal. I’d use it smartly though — just enough to feel like an offer, not overdone.

✨Comparison Section (Price Anchoring)

This is using a price anchoring + value stacking effect.

By showing how much people usually pay elsewhere (₹2K–₹6K!), and then placing PFH’s ₹1,899 right next to it — it makes PFH look super affordable and like a smart choice.Also, they’ve bundled follow-ups as "Included", which makes users feel like they're getting extra value without paying more.

Feels like a win. Less mental friction.

✨Flexible Payment Options

I have designed this to create the scratching / ease-of-payment effect.

• EMI at ₹500/month lowers the perceived cost barrier.
• Student discount (25% off) triggers a deal excitement response.
• Corporate + insurance support adds a trust and credibility layer — like, "okay this is legit healthcare, not some sketchy platform."
• Basically, it softens the “pain of paying” and increases comfort.

This redesign makes the pricing way more clear and easy to find. Instead of feeling like a hidden barrier, it now helps build trust and makes it easier for people to choose the right plan for them.

AND....

Signing OFF 👋

Thank you for your time and patience folks! 💖