Digital health is growing, but discovery is broken.
Consumers are searching for tools to manage hormonal shifts, track symptoms, or support chronic conditions. But instead of clarity, they’re met with vague categories, generic app store labels, and landing pages written for SEO not decision-making.
Meanwhile, health brands are doing everything right, and still can’t be found. Ads get blocked for using essential health terms. App stores reward keywords, not quality. Search favours incumbents with bigger budgets.
This isn’t a visibility problem, it’s a structure problem.
Discovery systems today were built for shopping and social media, not health. They weren’t designed for nuance, individual needs, or trust.
Other industries have already restructured discovery around real intent:
These platforms didn’t win by showing more.
They won by showing what fits, based on each user’s real criteria.
And in doing so, they removed the guesswork.
But in digital health, that kind of discovery layer doesn’t exist.
Tools that support fertility, menopause, ADHD, or gut health are out there, but they remain buried. Not because they fall short, but because the current system wasn’t built to help people find the right support for their health.
You can’t search by features, outcomes, life stage, or lived experience. You can’t filter by clinical leadership, evidence base, or user trust. Instead, these systems reward noise such as ad budgets, SEO tricks, clickbait, viral gloss and performative content, not what’s right or what’s actually needed for health discovery.