The primary objective of Scout Lab's work with Hey Jane, the most trusted virtual clinic offering abortion care, was to build and manage the company’s reputation during a period of significant legal and cultural challenges. In the wake of the Dobbs decision, which overturned Roe v. Wade, and the AHM case, which questioned the legality of medication abortions, Hey Jane needed to maintain its leadership position in providing accessible and reliable abortion care through telemedicine. Scout Lab set out to amplify Hey Jane’s voice, ensuring that the company remained a trusted resource for those seeking abortion care, even in an increasingly restrictive environment. This involved proactively shaping the public discourse around telemedicine abortion and virtual healthcare. The goals were to secure positive media coverage, increase public support for telemedicine abortion, and ensure Hey Jane’s messaging was clear, consistent, and impactful during these critical moments.
Scout Lab’s strategy for Hey Jane was grounded in our core values—Question the Rules, Speak Up, and Take It Personally. We knew that to effectively support Hey Jane during such a tumultuous period, our approach needed to be bold, clear, and unwavering.
The first step was to develop a comprehensive communications plan that included crisis management, media relations, and thought leadership. Given the legal complexities of the Dobbs decision and the AHM case, it was crucial to ensure that Hey Jane’s messaging was not only legally sound but also clear to the public. We crafted messaging that highlighted Hey Jane’s commitment to providing safe, accessible abortion care, while also addressing the broader implications of these legal battles on reproductive rights.
Our execution involved a multi-pronged approach. We engaged with top-tier national media outlets to secure high-profile placements that positioned Hey Jane as a leader in virtual healthcare. This included features in Cosmopolitan, Newsweek, MSNBC, and Bustle, where we highlighted Hey Jane’s innovative approach to telemedicine and its unwavering commitment to patient care.
We also leveraged social media to amplify Hey Jane’s message, ensuring that it reached the right audiences. This included targeted content campaigns that addressed common misconceptions about telemedicine abortion and showcased testimonials from patients who had benefited from Hey Jane’s services.
One of the challenges we faced was the rapidly changing legal landscape, which required us to be agile and responsive. As new developments unfolded in the Dobbs and AHM cases, we had to quickly adapt our strategy to ensure that Hey Jane’s messaging remained relevant and impactful. Despite these challenges, our team was able to navigate the complexities effectively, ensuring that Hey Jane’s voice was heard loud and clear.
Our work with Hey Jane was unique in its ability to combine legal strategy with public relations, ensuring that the company was not only protected but also empowered to lead the conversation on reproductive rights and telemedicine abortion. This approach solidified Hey Jane’s position as a trusted provider and advocate in the healthcare industry.
The results of Scout Lab’s efforts on behalf of Hey Jane were significant and aligned with our objectives. In the last year, Hey Jane achieved several major milestones: launching in 12 new states, expanding into three new product verticals, and navigating the challenges posed by a pivotal Supreme Court case. Our strategic communications played a crucial role in supporting these achievements by securing millions of media impressions through high-profile placements in top-tier outlets, helping to maintain Hey Jane’s reputation as a leader in virtual healthcare.
During the Dobbs decision and AHM case, our efforts contributed to a notable shift in public discourse, with increased positive media coverage and public opinion polls showing greater support for telemedicine abortion services. These legal battles presented significant challenges, but Scout Lab’s agile and responsive approach ensured that Hey Jane’s messaging was impactful and resonated with key audiences.
Additionally, our clear language helped to clarify misconceptions and reinforced Hey Jane’s position as a trusted provider of safe and accessible abortion care. This not only strengthened Hey Jane’s brand but also ensured that those seeking abortion care knew where to turn in a time of increasing restrictions.
Overall, Scout Lab’s work with Hey Jane successfully supported the company’s expansion and positioned it to thrive in a rapidly changing and often hostile legal environment. Our efforts were instrumental in maintaining Hey Jane’s leadership in the industry and contributing to the broader conversation around reproductive rights and telemedicine abortion.
