On-Demand Educational Hub Framework: Women’s Health Virtual Care Clinic
Building a scalable education hub for midlife women’s health virtual care clinic — Midi Health
Overview
As Midi Health expanded its employer partnerships, B2B clients sought on-demand, scalable education for midlife women’s health. Live webinars had proven effective—but not sustainable.
I led the strategy and launch of the Midi Webinar Hub: a gated, branded video library that transformed clinical webinar content into an evergreen resource. The Hub empowered thousands of employees to access trusted education anytime, while helping HR and benefits leaders drive engagement with ease.
The Challenge
Employers valued Midi’s live webinars for their expert credibility and interactivity, but lacked bandwidth to host recurring sessions. Midi needed a high-touch experience that could scale—without straining internal teams.
Key challenges included:
Limited scalability of live-only formats
Missed opportunities for evergreen engagement
Repetitive setup and coordination of workload
Preserving the live Q&A experience in an automated system
The Strategy
To bridge scalability and intimacy, I developed a three-phase initiative that created dual experiences: one for benefits partners and another for employees.
Core components:
Vimeo-hosted webinar library embedded on joinmidi.com
Gated partner and employee access pages powered by ActiveCampaign
Automated email flows for lead capture and engagement
Analytics integration to measure engagement and conversions
Phased Approach
Phase I: Content Sprint (Weeks 1–2)
Updated decks, visuals, and CTAs for evergreen use
Directed and produced four flagship recordings with Midi clinical leaders
Created Hub wireframes and mockups
Phase II: Build & UX (Weeks 3–5)
Partnered with design and web teams to build the Hub
Developed copy, navigation, and Vimeo + ActiveCampaign integrations
Designed modular landing pages for partner tiers
Phase III: Launch & Activation (Week 6+)
Delivered partner toolkits with promotional assets
Launched post-webinar email series, driving first visit bookings.
Established a 30-day post-launch analytics review
Tools & Platforms
ActiveCampaign – Gated forms, landing pages, automation
Vimeo – Webinar hosting and video management
Asana – Project intake and workflow tracking
Prismic ( joinmidi.com) – Branded front-end experience
Opus Clip Pro – Short-form content clipping
Featured Webinar Topics
Introduction to Perimenopause & Menopause
Brain Fog at Work: What to Expect & How to Manage
Breast Cancer & Menopause: What Every Woman Should Know
Perimenopause & Menopause at Work: Supporting Employees in Transition
Thought Leadership
Each session featured Midi’s clinical experts: Dr. Mindy Goldman (Chief Clinical Officer), Dr. Kathleen Jordan (Chief Medical Officer), and Dr. Kelly Elmore (OB-GYN, Clinical Advisor).
Key Results & Impact
The project transformed Midi’s webinar model into a strategic, scalable enablement tool for employers and partners.
Highlights:
Built a self-service education system that replaced one-off webinars
Empowered HR teams to activate programs in under two weeks
Increased employer engagement with custom-branded experiences
Created a reusable framework extended to clinician education
Impact:
Positioned Midi Health as a category leader in workplace menopause education, driving long-term value for partners while deepening trust in the brand’s clinical expertise.
My Role
I led the initiative from concept to launch, driving strategy, creative direction, and execution.
Contributions:
Defined project scope, milestones, and stakeholder alignment
Directed video production and clinical leader scripts
Oversaw UX/UI design and copy development
Managed launch operations and analytics reviews
Spearheaded cross-functional full rollout