Modern Female

About Modern Female

Modern Female is a women's telehealth service offering doctor-led treatment plans across several treatment types. It launched as a second brand on infrastructure that was already carrying an established men's service.

The problem

Launching a second brand is usually where a platform gets copied, and the copy is where it starts to rot. The harder requirement was clinical rather than technical: a patient can be on several treatments at once, each with its own assessment, payment and renewal cycle, and each has to appear the moment she is eligible for it. Anything built on a single treatment field per patient misattributes the second one. Anything built on scheduled automation makes a patient wait for a queue to run before her own portal admits what she just paid for.

How we approached it

We built the treatment lifecycle as a state machine rather than a set of workflows, so a patient's portal reflects reality on page load instead of after a queue catches up. One plan record exists per treatment type per patient, re-anchored at each payment rather than duplicated, which is what makes renewals work indefinitely without accumulating dead records. Payment is matched on the order line item, because that is the only signal that is truthful per treatment. The brand runs in the same HubSpot portal as the men's service, sharing the platform while keeping the two patient populations and their access cleanly separate.

What we built

• Treatment lifecycle as a state machine: assessment, payment, active plan, renewal, running on serverless rather than workflows
• One plan record per treatment type per patient, re-anchored at each cycle so renewals continue indefinitely
• Payment reconciliation matched on order line items, so concurrent treatments cannot be confused
• Quiz to plan to payment to renewal, with the portal updating on page load
• Membership access gating that keeps two brands separate in one portal, including the consented move between them
• A login router that sends each person to the right brand without revealing whether an account exists

What changed

A second brand went live on the existing platform rather than a copy of it, and took 13 paid consults and its first medication orders in its first 11 days. Patients can hold several treatments at once, each with its own cycle, and each appears as soon as it is paid for rather than when a queue next runs. Renewals continue indefinitely without creating new records to manage. The two brands share one HubSpot portal and one set of infrastructure, so improvements to either side land on both.