How Midi Health Increased Traffic By 323% and Turned Blog Traffic Into New Patients

Summary: Midi Health, a virtual care provider providing modern healthcare for women in midlife, invested in content to diversify its marketing and accelerate growth. By working with the Healthyish Content team, they optimized for SEO and published dozens of high-impact, medically reviewed articles—driving sustained visibility and engagement. Today, with traffic up 323% , Midi’s blog has become a key driver of new appointments.

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The Challenge

Helping women find the answers they need

Founded by women, for women, Midi Health is a virtual care provider transforming midlife women’s healthcare. Its founders intimately understood the struggles women face—from finding expert care to getting prescriptions covered—because they faced them, too. Midi built a solution that provides women the care they deserve—and saw SEO-optimized content as a way to help more women discover that better care was possible. 

But getting their content seen meant more than cutting through a crowded internet and rising health misinformation. Although women in midlife (often defined as those between 35 and 65 years old) represent about 63% of the female population in the US, this window is chronically understudied and underfunded, making it difficult to build trust in a space where women often feel dismissed. 

In an area where most patients face more questions than answers, Midi wanted to become a trusted source of clarity. They sought to put quality information out into the world, helping more women in midlife find the answers they needed to feel heard—and feel empowered to take advantage of their second act.

Testing the waters with limited resources

Despite knowing the potential of content, Midi Health had limited resources and limited buy-in. “We were juggling priorities. Our cash was spread thin. And we had a very tiny brand and marketing team,” shares Jill Herzig, co-founder and chief brand officer of Midi. 

Hoping to grow site traffic and boost keyword rankings without overinvesting, Midi hired a small, run-of-the-mill SEO agency. But the results were underwhelming. The content felt mediocre, and Midi’s lean team had to spend time and energy bringing it up to a standard they could live with. “At the time, we thought that was about the best you could find,” recalls Herzig.

The effort produced modest wins—but nothing that inspired confidence. “It didn't excite our leadership very much. It didn't excite me very much, and it was not representative of what we thought we could achieve if we really put some investment and muscle behind it.” Herzig had a hunch they could do much more with their content. 

And so they did—with Healthyish Content 👋.

Healthyish Content swooped in to help Midi Health uplevel its content strategy, turning it into a conversion machine. But first, we needed to do some convincing. 

Bringing leadership into the vision

Herzig came from a long career in magazine publishing before moving into startups and understood the value of content. But even as a co-founder at Midi, she still struggled to convince everyone why deeper investment was important—especially considering the lackluster results from their first SEO agency. 

So, after signing on with Healthyish Content, the first step was rallying leadership around the value of a content-driven strategy. Healthyish’s founder, Derek Flanzraich, stepped in to help Herzig make the case.

“It really helped having Derek, with so many successes under his belt, make the case for ROI,” says Herzig. “He painted a clear picture of what was possible, helping our leadership team see the kinds of metrics we could move and the results we could achieve.”

With leadership aligned, Midi secured additional budget—and geared up to build a true content machine.

The Solution

Unlocking the power of best-in-class content

What appealed most to Herzig about working with Healthyish was the opportunity to create best-in-class content—something that, as Herzig put it, blew other agencies out of the water.

At Healthyish, we believe the key to building authority lies in creating content that's more comprehensive and exhaustive, more interesting and engaging to read, and more unique and differentiated.

“Everybody else was telling us, ‘Here’s the minimum effort you need to squeak out an audience and see a little lift… Just keep your expectations low,’” recalls Herzig. “That’s what I was hearing from all these other agencies.”

“Then Derek [Healthyish’s founder] came in and said, ‘Set your expectations crazy high. Create extraordinary content. And you’ll exceed those expectations.’ And that’s exactly what happened.” Spoiler alert: By creating best-in-class content, Midi even unlocked KPIs that weren’t originally on the radar.

“We didn’t even have patient conversion as a KPI because we didn't see our blog as a conversion channel—that is something that blossomed from working with Healthyish,” shares Herzig.

Assembling the team behind the content engine

Herzig understood that to get quality content, you need a quality content team.“You need writers with a background in journalism—not ChatGPT. You need editors who approach each piece with discernment. You need designers who can create bespoke artwork for every piece,” she says.

So while Herzig recruited her team, “Healthyish made sure every bell and whistle was in place—everything we needed to help great content take off,” she explains.  

Part of this included bringing Midi’s clinical team into the process. “If you're a healthcare company, you need to recruit your clinical team and get them invested in wanting to produce best-in-class content that is always clinically accurate,” says Herzig. And while she admits getting everyone onboarded wasn’t uncomplicated, “it was 100% worth it.”

Pro tip: At Healthyish Content, we recommend having 2+ medical reviewers for each piece of content. This ensures clinical accuracy and adds subject matter expertise that distinguishes the content.

Helping Midi Health generate the best answers on the Internet

To help women in midlife understand their body’s plot twists, we helped Midi create best-in-class content that delivered answers with clarity, empathy, and authority in an area rife with guesswork. Every article was science-backed, expert-approved, visually engaging, and built around real search intent. 

In health categories where questions can feel personal or difficult to ask—like how to get rid of menopause acne or how to overcome vaginal dryness—finding thoughtful, medically backed answers when needed is a powerful lever for building trust. “It's meeting them where they are with the kind of content they want at the moment they're most curious,” says Herzig. “And reflects so beautifully on the brand.”

To do it right, each article followed Healthyish Content’s best practices: 

✅ Comprehensive, in-depth coverage aligned with search intent

✅ Expert-reviewed, medically accurate content

✅ Optimized layouts for clarity and engagement

✅ Authority-boosting expert quotes

✅ Distinct, on-brand voice and tone

✅ Compelling visuals and custom modules

✅ Smart, trustworthy citations

✅ Detailed, long-tail FAQs

Building a content flywheel that delivers

Around the same time Healthyish started upleveling Midi’s blog, Midi launched a newsletter. From there, we helped Midi create a content flywheel between their blog, newsletter, and social media—each channel fueling the others.(Note: Healthyish was not involved in social efforts, but did provide guidance on how to promote content and build the marketing plan into the content itself.)

“Once we got that flywheel going, there were so many places for our audience to go and so many reasons for Midi to be top of mind for them,” says Herzig, “It's engaging individuals in exactly the way they want to be engaged.”

Whether someone joined the newsletter and was then enticed by the latest articles, downloaded a lead-gen resource like Midi’s Menopause Manual from social, or became a subscriber after Googling a question and landing on a Midi blog post, every touchpoint helped keep the flywheel turning. They’ve even gotten social shares from major celebrities like Megan Markle, Amy Schumer, and the Holderness Family. 

“What appealed to me was this idea of serving people the right information at the right time—so they’re getting what they need when they need it. And when they reach that decision-making moment, we’re there to provide care.”

And while Herzig knew the blog could be an essential part of that flywheel, she did not expect the blog to convert customers, so seeing it drive appointments has been an unexpected win.

The Results

Scaling traffic, trust, and appointments through content

Midi wanted to put good quality information out in the world, increase site traffic, and start ranking for relevant keywords. Healthyish Content delivered—and then some.

“Derek set our expectations that it would take the better part of six months for us to see any lift. We saw a lift in a month,” says Herzig. “And since then, it just continued to grow and grow and grow.”

Here’s a peek  👀at the growth Midi has achieved since working with Healthyish:

🚀 Blog traffic increased by 323%

🚀 Ranked in the top 10 for 11,686 keywords

🚀 Total keyword footprint increased by 944%

*Between August 2024 and June 2025

Showing up where women in midlife are searching

“It's a hugely satisfying thing as somebody building a brand to know that we created a library of reliable, fantastic information,” shares Herzig. It’s also hugely satisfying to see that library being found—and driving conversions.

As of the publishing of this piece, Midi holds the #1 Google ranking for dozens of high-intent, high-conversion queries, including:

• how to delay menopause

• how to lower testosterone in women

• how to treat high testosterone in a woman naturally

• best supplements for perimenopause weight gain

• best perimenopause supplements for weight loss

• best menopause supplements for weight loss

• menopause and anger toward husbands

• progesterone dosage for menopause

• high estrogen vs low estrogen face

• how to increase libido in women

• symptoms of low estrogen

• how to stop menopause bloating

• menopause cramps

• best vaginal probiotic

• estrogen face cream

Part of our strategy was hunting down high-volume, high-conversion keywords with low competition. Then, we built topical authority with tentpole articles for each care area. We even teamed up with clinical and marketing folks at Midi to surface trends.

And as search moves toward AI 🤖, Healthyish has helped Midi stay ahead. “Healthyish came to us as soon as the AI summary started appearing at the top of Google and told us exactly how to optimize our articles,” says Herzig. “We did it—and there we are.” 

Today, Midi Health is featured in responses to several women’s midlife health queries in Google AIO.

… and in ChatGPT for searches like “best estriol cream” and “what services provide insurance-covered menopause care.”

Creating content with long-term payoff 

When asked what she’d say to similar health brands, Herzig doesn’t hesitate, “I’d tell them the same thing that every Midi patient says after they come to Midi: I wish I had done this sooner.”

Because while the upfront effort might be high, the payoff compounds. “Yes, it's an investment to build the machine, but it pays back on the brand,” explains Herzig. “Every article drives annuity. You invest once, and it just keeps paying. Some annuities pay off more than others, but there aren't any duds.”

In a sector that is too often overlooked, Midi’s blog has become a place where women in midlife can feel seen—and get closer to the care they deserve. With content that offers credible answers and real solutions, Midi's readers are well on their way to living their best midlife.

“You are doing good in the world by putting accurate, helpful information out there in a world where high-quality service journalism is in rapid decline,” says Herzig. “And it will absolutely help your business.”

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