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Product StrategyUser ResearchHealthcareB2CData Analysis
Planned Parenthood Direct
Product Strategy Internship
Spring 2026
The Problem
Planned Parenthood Direct (PPDirect) is a telehealth platform powering Planned Parenthood, delivering on-demand reproductive and sexual health care. The organization had a live at-home STI testing program through a vendor partnership, but the current offering was limited and had opportunities for improvement. Leadership wanted to evaluate whether and how to expand toward a full-suite STI service and needed a strategy grounded in what the market looked like, what was working in the current product, and whether Planned Parenthood affiliates would adopt a broader offering.
STI Offering Competitive Landscape
Approach
- —Mapped the STI care landscape across 11 platforms spanning at-home, primary care, and telehealth, comparing pricing, test coverage, and patient journeys.
- —Analyzed 60 weeks of internal performance data to understand volume trends, unit economics, and revenue patterns by test type.
- —Designed and ran a survey across 28 Planned Parenthood affiliates to assess partnership interest, operational readiness, and adoption concerns.
Typical at-home STI test patient journey mapped during competitive analysis.
What I Delivered
- —Detailed competitive analysis benchmarking PPDirect's offering against 5 at-home STI testing platforms.
- —Prioritized recommended scope for the launch of a full-suite STI offering, with must-have and nice-to-have tiers based on competitive gaps and affiliate input.
- —Bundle strategy with recommended pricing tiers and product packaging.
- —A 7-affiliate pilot cohort selected on volume, interest, and operational readiness.
Outcomes & Takeaways
- —Layering competitive benchmarking with internal data revealed where the STI product was strong and where it was leaving value on the table.
- —Affiliate research surfaced both enthusiasm and practical barriers that are important to consider.
- —In an organization like Planned Parenthood Direct, product strategy has to work for both end users (patients) and internal adopters (PP affiliates) to drive real adoption.
What I’d Do Next
- —Complete the investment case with vendor assessment and revenue modeling to move from strategy to execution.
- —Launch a pilot with the recommended affiliates, with clear success metrics and a monitoring cadence.