Gentlemen, step aside (or not, if you are curious or have a sister or aunt who experiences the-time-of-the-month-pain). Ladies, you definitely know what I’m talking about. Many of us experience discomfort, or worse, acute pain during menstrual period. Heating pads is importable, pain-killer effect takes time to kick in, it’s not uncommon to hear ladies complain in school or work that they simply can’t do anything but to lay down.
Livia, a pain-reliving device, created by iPush Medical, claims to switch off menstrual pain with the simple click of a button. It offers a more natural form of long-lasting relief through electrical stimulation, which is said to block pain receptors. The device was clinically tested with 163 women with ‘very successful results’ according to the company. Since more than 50% of women experience menstrual pain and many rely on heavy dose of painkillers, this device is receiving attention in the tech and medical world.
The technology, transcutaneous electrical nerve stimulation (TENS), is not new. It is the use of electric current produced by a device to stimulate the nerves for therapeutic purposes. The first modern, patient-wearable TENS was patented in the US in 1974. What Livia is doing, is a classic example of leveraging the Internet and big data to repackage and market existing technology in order to attract a group of targeted customers (women who experience menstrual pain with substantial disposable income). Livia understands what its customers want: quick, effective pain reduction in a convenient, adorable device. With 17,000 likes on its Facebook page, 560,700 Youtube video views, and big publishers’ buzz (TechCrunch, Buzzfeed, Mashable, etc.), Livia’s mission has resonated with many women. Potential customers are eager to try this tiny device; engagement rate on social media account is high. On Indiegogo crowdfunding site, Livia has raised more than $1.1million since April this year.
Does it actually work, or is it just a hoax after all? I personally can’t wait for Livia to be available publicly and see how the company positions itself to win all the struggled women’s heart using information strategy.
Sources:
Livia’s video campaign: https://www.youtube.com/watch?v=B7iZZRMToqo
Buzzfeed: https://www.buzzfeed.com/laraparker/we-tried-a-device-thats-supposed-to-erase-period-cramps-and
Indiegogo funding: https://www.indiegogo.com/projects/livia-the-off-switch-for-menstrual-pain-women-health
