Building Demand Before Launch: How We Are Preparing YON E for a New Era in Women’s Health
Before launching a medical device, technical readiness is only one part of the equation.
The real question is much bigger. Do women understand the solution? Do clinicians see the value? Is there trust? Is there a willingness to use it, pay for it, and bring it into real healthcare decisions?
For YON E, our launch is not a single moment. We are building it through a multi-layer approach, where validation, trust, clinical relevance, and community demand all come together.
We are not building in silence and hoping the market understands us later. We are listening now. We are testing now. We are speaking with women, clinicians, and future users before the device becomes available. That matters deeply, because women’s health does not need another product pushed into the market without context. It needs solutions built with the people who will actually use them.
Listening Before Launching
Before launch, we conducted a structured voice of the customer study with 400+ women across multiple regions. Alongside that, we continue to build through community engagement, clinician conversations, and pricing acceptance testing.
The response confirmed what we already felt from years of conversations in women’s health.
Women do not only understand the concept. They ask when the device will be available. They show willingness to pay. They recognize the value of having objective, daily insight into their cycle, fertility, and vaginal health.
For me, this is one of the strongest signals.
Women are not passive users waiting for another wellness promise. They are actively searching for clarity. Many have already spent years tracking symptoms, using apps, buying ovulation tests, dealing with recurring vaginal health issues, or trying to understand why their cycle does not feel predictable.
Many have also experienced what happens when the healthcare system only sees them after symptoms become urgent. By that point, the early signals were already there. They were simply not measured.
With YON E, we want to shorten that gap.
The goal is not to replace clinicians. The goal is to provide women with better information before they reach the clinic and to give healthcare professionals more context when decisions need to be made.
Understanding Our First User
Our first user is a health-motivated woman, usually between 18 and 45, who is actively trying to understand her cycle.
She may be planning a pregnancy or may be coming off hormonal contraception. She may be preparing for IVF or may be dealing with unexplained cycle irregularities or recurring vaginal health issues. She is not looking for another generic health product. She is looking for insight she can actually use.
She wants to understand patterns over time and wants to know when something changes. She wants to arrive at medical appointments informed instead of overwhelmed. She wants to have a stronger conversation with her healthcare professional, not only based on symptoms, but supported by data.
Women are already managing their health digitally. They are already using apps, wearables, symptom trackers, tests, and online communities. Yet so much of that information is still indirect, retrospective, or based on averages.
YON E is designed to move beyond that.
We measure biomarkers directly at the source, with the intention of providing individualized biological insight rather than prediction based solely on averages.
Launching Through Two Connected Tracks
Our launch strategy follows two parallel but connected tracks: clinical and consumer.
On the clinical side, early adoption means working with a small number of highly engaged partners. We are focusing on gynecology and fertility clinics that can use the device with specific patient groups first, including women with unexplained infertility, irregular cycles, recurrent vaginal health issues, or those preparing for IVF.
The purpose is not visibility. The purpose is medical relevance.
Clinicians need data that can support real decisions. Should treatment proceed? Should a cycle be delayed? Does the vaginal environment need to be stabilized before conception or transfer? Are there patterns that explain why a woman has been struggling without clear answers?
For us, clinical success is not just a clinic agreeing to test the device. Success means clinicians begin to rely on the data during visits and incorporate it into treatment planning.
That is the moment when innovation becomes infrastructure.
On the consumer side, early adopters are health-motivated women who use the YON E device consistently, track their patterns over time, and share that information with their healthcare professional.
The key signal we look for is behavioral change.
Are women adjusting timing based on better insight? Are they seeking care earlier? Are they arriving at appointments already informed? Are they becoming more confident in understanding their own biology?
When women begin to act earlier and with more clarity, the device is no longer only measuring. It is helping change the way they engage with their health.
Why Clinical and Consumer Adoption Need Each Other
One of the most important parts of our strategy is that B2B and B2C are not separate worlds. They need to reinforce each other.
Consumers generate longitudinal real-world data. Clinicians validate its medical relevance. Women use the device in daily life. Clinicians interpret the information in a medical context. The consumer side creates consistency. The clinical side creates trust.
When both sides begin to trust and use the same information, adoption becomes much stronger. That is when a device can grow into a medical platform.
For YON E, the ambition has always been bigger than launching one product. We are building a platform that connects behavior, biology, and clinical decision-making in women’s health.
That connection is essential because the future of healthcare will not be built only inside hospitals or clinics. It will also be built on real-world data, daily measurements, and women having greater ownership of their own health information.
What Real Demand Looks Like
For me, real demand is not only measured through marketing.
Strong pull starts when demand comes from outside the company.
Clinicians requesting access. Users recommending the device to each other. Waitlists are growing faster than production capacity. Customers are asking for availability in countries before we launch there.
That is the signal we are building toward.
Not artificial hype. Not campaign-driven attention. Real pull from women and healthcare professionals who understand the problem and see the value of solving it differently.
A product becomes scalable when people are not only willing to try it, but actively waiting for it.
The Bigger Shift in Women’s Health
At the heart of this episode is a much bigger shift in women’s health.
We need to move from reactive care to measurable, informed, continuous insight.
For too long, women have been asked to explain complex biological changes without having the tools to measure them. They are expected to know when something is wrong without being given enough visibility into what is changing.
I believe women deserve better.
Women deserve access to objective information about their own bodies. Clinicians deserve better real-world data. Healthcare decisions should not rely only on averages, assumptions, or delayed testing.
At YON E, we are preparing for launch by listening first, validating demand, building clinical relevance, and creating trust before scale.
We are not rushing a device into the market. We are building the foundation for adoption.
Real adoption does not begin when a product becomes available. It begins when women are already waiting for it.
If you are a clinician, fertility specialist, or healthcare partner interested in exploring how YON E can support better decision-making in women’s health, we would love to connect.
Roswitha Verwer
Founder & CEO YON E