Juva Health
Brand Strategy | Qualitative Research | Content Strategy | Copywriting
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Not only do migraine sufferers just want to do everyday activities and reach common life goals, but they also feel judged and misunderstood by their families, doctors, and the medical field. The tagline, "Juva for Migraine, So You Can," was informed by this insight.
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Juva connects with migraine sufferers by acknowledging their desire to do everyday activities and reach common life goals by using straightforward language focused on proactively anticipating and addressing users' concerns, and earning their trust.
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Juva beta launched and secured additional funding based upon the number of subscribed users and overall positive performance. People Magazine, Vogue, and Women’s Health featured Juva in the past year.
I partnered with Juva Health's CEO and Product Designer to develop and bring their brand to life. The cutting-edge health startup developed the app, Juva for Migraine, to reduce migraine frequency and severity with biofeedback technology.
Juva's mission is to empower people to take control of their pain and well-being with effective self-care treatment. The app uses the iPhone camera to effectively measure heart rate, respiratory rate, and other vital signs for migraine-related biofeedback coaching sessions.
By posing the question, "if you got fewer migraines, what would you do with the time you got back?" to people who suffer from migraine, we received over 200 responses. Themes of everyday activities and reaching common life goals emerged — like spending time with family, finishing their degree, starting a business, going on a trip, making plans and keeping them, getting a promotion, waking up feeling refreshed, and more.
Research also revealed that many people with migraine feel judged and misunderstood by their families and the medical field. Creating messaging guidelines that considered this mindset helped us proactively build trust with content that made our audience feel seen and heard.
The revolving homepage headline cycles through the activities that people who suffer from migraine miss due to chronic pain. Naming these truths shows the audience that Juva understands their struggle and is here to help. These audience insights informed the new tagline, "Juva for Migraine, So You Can."
