Cover Eve Lee, co-founder and CEO, Dr Jody Paige Goh, co-founder and CMO, and Patrina Chua, brand lead of Hey Taylor
Eve Lee, co-founder and CEO, Dr Jody Paige Goh, co-founder and CMO, and Patrina Chua, brand lead of Hey Taylor
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With a hybrid system that combines physical consultations and digital support, Hey Taylor is addressing the gaps in women’s health—from fertility and hormonal care to cycle tracking and early intervention
Healthcare isn’t always built with women in mind. And when it comes to women-specific care, it’s often siloed, transactional or riddled with waitlists and generic advice. Hey Taylor, Singapore’s first hybrid clinic and app model, takes a different approach—one that feels both refreshingly common sense and quietly radical.
At its core, Hey Taylor is both a physical clinic and a digital platform, offering primary care consultations, fertility screenings, menstrual and hormonal health support, and more. But beyond its services, the brand is steadily reshaping what comprehensive women’s care can look like—care that is modern, respectful and deeply attuned to the nuances of the female experience.
A personal start
For Eve Lee, co-founder and chief executive officer, Hey Taylor’s concept came from a deeply personal place. “When I turned 30, I had to decide whether to try for a baby or keep pushing forward in my career. That’s when I first learned about egg freezing—it was a really emotionally heavy decision,” she shares.
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Above From left: Eve Lee, co-founder and CEO, Dr Jody Paige Goh, co-founder and CMO, and Patrina Chua, brand lead of Hey Taylor
From left: Eve Lee, co-founder and CEO, Dr Jody Paige Goh, co-founder and CMO, and Patrina Chua, brand lead of Hey Taylor
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The further Lee explored the egg-freezing process, the more gaps she saw. “I became really interested in building something more supportive for women going through difficult life transitions like trying to conceive or menopause. So when I met (co-founder) Jody, the question in my mind was: how can we build a holistic care model that truly supports women through these stages?”
Meanwhile, co-founder and chief medical officer Dr Jody Paige Goh discovered a passion for women’s health in medical school. After spending the early years of her career in the primary care space, she began to notice gaps in women’s health offerings. “Primary care is essential for accessibility. Instead of only having the option to go to a specialist or gynaecologist clinic—which can be expensive or come with long waits—I wanted to offer women something more accessible,” Goh explains. “So when I met Eve, it just felt meant to be. We had a shared dream, with slightly different experiences and skills, but they complemented each other. That’s how we decided to create a primary care model with a focus on women’s health.”
The result is Hey Taylor, a hybrid platform that combines the convenience of technology with the human connection necessary for comprehensive, empathetic care.
Above Eve Lee, co-founder and chief executive officer of Hey Taylor
Eve Lee, co-founder and chief executive officer of Hey Taylor
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Revolutionising women’s healthcare
The concept of a hybrid model spanning both digital and physical care emerged from the intersection of both founders’ professional experiences. Goh recalls a pivotal moment: “We started with a more online model, but as we saw more patients, I realised some needed deeper care. Certain things just can’t be done online—like physical exams or ultrasounds. We couldn’t just stay digital or just physical. To truly serve women well, we had to be both.”
Hey Taylor’s dual platform model decidedly embodies that philosophy. “Most patients start with an in-person consult—it’s comprehensive. We take a full history, do physical exams and run any needed tests. If medication is needed, we can dispense it right away,” Goh explains. “Then, follow-ups can happen online if no further exam is needed. It’s about using in-person care when it’s essential, and telehealth when it’s more convenient.”
As Lee describes it, “I realised that women still mostly experience healthcare in a physical clinic, and we can’t ignore that. If we really want to change things, we have to start with the clinic itself—the core delivery of care.” From her previous role in telehealth product development, Lee noticed how the use of tech could reduce friction in the user experience, and strived to bring the same level of simplicity to Hey Taylor’s physical clinic.
Above Dr Jody Paige Goh, co-founder and chief medical officer of Hey Taylor
Dr Jody Paige Goh, co-founder and chief medical officer of Hey Taylor
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Unlike traditional healthcare systems, which often focus on a singular issue or time-sensitive treatment, Hey Taylor aims to build continuity in women’s health by merging the best aspects of both physical and digital care. The clinic provides services like expert consultations, hormone management and fertility screenings. The app, on the other hand, serves as a personalised tool that allows women to monitor their cycles, track symptoms and access key health information on the go.
Features like personalised insights and booking appointments are also available on Hey Taylor’s mobile app, something Lee believes should be standard. “We also triage patients from the comfort of their home. Most women already track their periods, so we use that data to flag symptoms. When a case is too complex or no longer fits a standard path, that’s when they’re routed to a human consultation. It’s about using tech where appropriate and keeping the human element where necessary. We fill in the gaps between visits so that they’re continuously supported.”
The power of early intervention
From her work at IVF and gynaecology clinics, Lee saw the impact of missed opportunities. “Women were going through multiple expensive and emotionally devastating IVF cycles, often because conditions like low ovarian reserve hadn’t been caught early,” she says. “If they’d known earlier, there would’ve been more options. That’s where early detection can really change the outcome, especially with fertility, where timing is everything.”
Above Reception area of the Hey Taylor flagship clinic
Reception area of the Hey Taylor flagship clinic
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Hey Taylor’s app integrates period tracking, remote monitoring and intuitive interfaces for clearer patient understanding. “We design the front-end to be simple and intuitive—like defining what a ‘heavy period’ means so users don’t have to guess. We explain test results in layman’s terms,” Lee shares. Behind the scenes, it’s backed by clinical rigour. “Everything is built on clinical guidelines and evidence-based algorithms. We’ve also perfected the app algorithm, whereby concerning symptoms are immediately picked up and the patient is notified to come in for a check up.”
Addressing blind spots in women’s health
Goh highlights a critical issue in the existing healthcare model: “One major issue is fragmented care. Take something like PCOS or menopause—providers often focus on just one part of the problem. With PCOS, they might just ask, ‘Are your periods regular?’ With menopause, it’s ‘Do you have hot flashes?’ But these conditions affect so much more—your metabolism, heart health, bone health. When care is siloed, all those other systems get overlooked.”
Holistic care is at the heart of Hey Taylor’s mission. “Someone might come in for one issue, like vaginal discharge [for example], but we take the time to explore everything else around it, medically. That’s holistic care,” Goh emphasises. “We want to create a space where we can address all those dimensions, not just the obvious symptoms.”
Above The waiting room of the Hey Taylor flagship clinic
The waiting room of the Hey Taylor flagship clinic
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The co-founders also realised that the clinic experience itself left much to be desired. “Two-hour waits, people working on laptops in waiting rooms, husbands needing to leave mid-consult. Some women even quit their jobs because the process took too much time,” says Lee. “Small things like remembering a name, or reducing wait times can build trust. When you fix those touchpoints, trust flows more easily and that benefits both patients and providers.”
To address the frustration around long wait times, Hey Taylor operates on a mutual ‘no-wait’ policy. “If the patient is late, there’s a fee. But if we keep them waiting, we refund part of the consultation fee as credit,” Goh shares. “It’s about mutual respect.”
Breaking stigmas and building trust
Though still in its early days, Hey Taylor has become a safe space for conditions that are often overlooked or stigmatised. While its ovarian reserve screen and couples fertility screening proved popular as predicted, “We’re now seeing patients for all kinds of hormonal and menstrual issues—vaginal discharge, irregular periods, even low libido and vaginismus,” Goh reveals. “One that stands out is a woman with vaginismus who said she’d never felt comfortable talking about it until she came to us. She finally felt safe enough to share and explore treatment.”
“The fact that people with vaginismus or low libido are coming forward tells us we’ve created a safe space for issues that are often considered taboo or peripheral,” Lee agrees. “There have been issues we’ve uncovered early, like structural blockages or polyps, just by making screenings more accessible. We’re catching things earlier, offering more options. Some patients even want to volunteer and support others—it’s been beautiful to see that community grow organically.”
Above Inside an examination room at the Hey Taylor flagship clinic
Inside an examination room at the Hey Taylor flagship clinic
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Looking ahead
Hey Taylor already has plans to expand its offerings further. Postpartum and menopause are two areas of focus, often overlooked or poorly addressed in traditional healthcare systems. For women going through these difficult phases, the clinic strives to provide tailored support by building more programmes like its integrated PCOS one, which currently includes dietitian consults and lifestyle guidance in tandem with medical care.
Patients are already noticing the difference in the integrated model. “They don’t have to repeat their story multiple times. The care model is integrated, so information is handed over seamlessly between practitioners,” Goh explains.
The clinic also plans to continue growing its community and outreach programmes, educating women on the importance of taking proactive control of their health.
Hey Taylor’s holistic and empathetic approach is a refreshing reminder that women’s health is not a one-size-fits-all conversation. The clinic’s ability to listen, adapt and provide continuity in care marks a new way forward that offers not just solutions, but real understanding for navigating the complexities of female health.
Credits
Images: Hey Taylor
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Sabrina Low was the former assistant digital editor for Tatler Singapore.
