Sponsored content and brand partnerships

I work in partnership with a small number of brands each year, where there’s a good fit between the brand and the interests of my audience across my platforms. Sometimes there’s a clear health angle, sometimes it’s a product I think my audience will find useful. I value the trust my audience places in me as a health professional, so I only support and endorse products and brands that go through the same filter I use in clinic: is what we’re saying or claiming accurate and backed by evidence, and would I put my own name to it.

What I do

What a partnership looks like depends on the brand. It might be:

• a single reel, or a full campaign that runs across both my own channels and the brand’s, from Instagram and TikTok through to YouTube and my blog
• spokesperson work for PR and media around a product launch
• keynote speaking at press days and events

In whatever capacity we work together, my approach is to build an educational message into the heart of it, so the content still carries the evidence-based information my audience comes to me for. At its best, a partnership is something everyone can benefit from, whilst also raising the brand’s visibility naturally.

Who I reach

An audience of 150,000+ across Instagram, TikTok and YouTube, built on daily content covering fertility, pregnancy, postnatal recovery, perimenopause, gynaecology, sex and periods.

How I choose who I work with

A doctor’s endorsement carries weight it shouldn’t always carry. When I show a product to my audience, some of that trust in me transfers to the product, whether or not it has earned it, and that’s the same trust my patients rely on when I’m treating them, not something a brand can simply borrow for a campaign.

So there are three categories I turn down outright, regardless of the brand or the offer:

• prescription medications
• supplements
• infant formula

Every partnership I take on is built around an educational message, not just an advert with my face on it.

The Vaseline campaign is a good example. The brief was to show the product, and what I actually did was explain why Vaseline shouldn’t be used as a lubricant, the effect it has on vaginal pH and on condoms, backed by the research.

Working with Holland & Barrett on low libido followed the same approach: the brand gets a piece of content, and the audience gets an explanation of what’s actually happening hormonally and physically, not just a product mention.

Brands I’ve worked with

If you think there’s a way to work together along these lines, and you’re not a pharmaceutical, supplement or infant formula brand, email brooke@theobgynmum.com or use the contact form and tell me what you’re working on.