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In health and wellness, discovery is rarely browsing. Your customer arrives through a search, a community recommendation, or a private moment of readiness they have been sitting with for months. When they find you, they do not convert because of your price point or your packaging. They convert because something about you told them they were in the right place. Building that signal — before you have reach, before you have a large audience, and sometimes before your product is even in their hands, is the real go-to-market challenge for founders in this space.

In this session, Lauren Makler will bring frameworks from two of the most demanding GTM environments in health: building Cofertility in one of the most stigmatized and emotionally complex categories in reproductive health, and founding Uber Health, a business that had to earn the trust of patients and healthcare systems to move millions of people to the care they needed. Together, those experiences give her a view of health GTM that almost no one else can offer, and she will share how to apply it at your stage.

You will leave with a framework for how to:

• Identify whether you are playing a pre-launch or post-launch game right now, and how that changes where you should be spending your time and resources
• Build community and early trust before you have a large customer base, a marketing budget, or household name recognition
• Choose between product-led, community-led, and partnership-led growth based on your category, your customer, and what you can actually execute
• Find your first 100 customers in longevity, women's health, CPG, and platform businesses, including how to reach people who are not yet broadcasting the problem you solve
• Use your visibility as a founder as a GTM channel, and how much of yourself to put into it at this stage
• Build a 90-day GTM plan you can execute with your current team and budget

After this session, you will leave with a go-to-market framework built specifically for the realities of health and wellness, where your customer is in a considered, often private moment, and trust is the only channel that actually converts.

About Your Host

Lauren Makler is Co-Founder and CEO of Cofertility, a venture-backed fertility ecosystem reimagining egg freezing and egg donation. Cofertility's model is built around mutual benefit: women can freeze their eggs at no cost when they donate to families who cannot otherwise conceive, an approach that is more affordable, ethical, and inclusive than anything else on the market. Lauren's work at Cofertility is shaped by her own fertility journey, following a rare disease diagnosis, and the company has become one of the most talked-about startups in reproductive health, with coverage in Vogue, Forbes, Entrepreneur, Marie Claire, Women's Health, and more. She is named one of Inc's 2025 Female Founder 500 and Fast Company's 2023 Most Creative People in Business.

Before Cofertility, Lauren was an early Uber employee who founded Uber Health, building the company's healthcare vertical from the ground up and using Uber's driver network to connect millions of patients to the care they needed. She also led Uber's first nationwide healthcare initiative, a first-of-its-kind on-demand flu shot campaign, before expanding the model into full patient transportation and healthcare delivery.

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