Proov

Proov is a healthcare company specializing in medical-quality diagnostic testing aimed at enhancing fertility and overall hormone health for women. Founded by Dr. Amy Beckley and Ellen Schell, the company offers a range of products including fertility tests, supplements, and comprehensive support services. Proov primarily serves women who are trying to conceive, those experiencing hormonal imbalances, and healthcare providers in the fertility sector. Operating in the women's health market, Proov's business model revolves around direct-to-consumer sales through their website, leveraging e-commerce to reach a broad audience. Revenue is generated through the sale of diagnostic tests, supplements, and subscription-based support services. The company differentiates itself by offering scientifically-backed, easy-to-use home testing kits that provide actionable insights into hormone levels, particularly focusing on the progesterone metabolite PdG, which is crucial for successful ovulation and pregnancy outcomes. Proov's mission is to empower women by providing them with the tools and knowledge to take control of their reproductive health.

Keywords: fertility, hormone health, diagnostic testing, women's health, progesterone, ovulation, e-commerce, supplements, direct-to-consumer, reproductive health.