They tell us they researched “trans and queer-specific health information” from “Reddit threads, individual blogs, and on the websites of LGBTQ+ centres.” Blogs within the Folx site recommend users search for more information on hormones “in the Folx library,” via social media accounts and Google. They partnered with RedAntler, a marketing agency to build their brand and their launch campaign. They draw on a proven body of knowledge created as the result of decades of practical research.įolx is a company backed by venture capital, led by people who have expertise and depth of experience in big healthcare, big data and social media. These are common techniques employed within marketing and widely used simply because they are effective. However, there is nothing special or unusual about this strategy. It was shocking for me to see a company selling medical interventions in exactly the same way a streaming service might sell its subscriptions. It seems that Folx has founded its business on it. Reading through their website I saw how they picked up the trans ideology embedded within online culture and employed it as part of their marketing strategy. I was reading an article on the Folx Health website when I recognised commonplace digital marketing techniques for subscription services. Why the sudden increase in people who identify as non-binary or trans, and why are so many people going on to take hormones and undergo surgeries? Could understanding the way Folx use online culture as a marketing tool for selling hormones give us some insight into how the same online culture is operating as a marketing tool for selling an ideology? What was once vanishingly rare seems to have become relatively common.
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