As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Dr Anna Kowalczyk-Ord.
Dr Anna Kowalczyk-Ord (FRACGP) is the founder of Hermona Health. A UK-trained doctor with over ten years of experience, Dr Anna is committed to improving women’s treatment in healthcare, and is especially dedicated to menopause and hormone health.
She takes a holistic, whole-body approach and is passionate about empowering women to live their best lives.
In this interview, she offers a candid look at the realities of entrepreneurship, sharing both the challenges and the victories that defined her path.
What inspired you to start your business, and what problem were you passionate about solving?
My own health journey was the catalyst. I was diagnosed with Hashimoto’s thyroiditis and quickly realised how little mainstream medicine had to offer beyond prescribing thyroxine once the thyroid stops functioning. That experience opened my eyes to the importance of looking deeper at root causes, prevention, and how interconnected our systems truly are. No organ exists in a vacuum, and I became fascinated by the link between thyroid health and female hormones.
As I progressed in my medical career, I saw the same gaps in women’s health: women struggling to access even basic menopausal hormone therapy, being dismissed or gaslit, and often suffering unnecessarily for years before receiving adequate help. That frustration became my motivation. With Hermona Health, I wanted to create a space where women are heard, validated, and given access to evidence-based, integrative care that looks at the whole picture and invests in their long-term health.
How has your business evolved since its launch, and what key decisions have helped drive that growth?
Hermona Health began very humbly! I started by subletting a single room in a wellness centre, relying mostly on limited, organic traffic. At that stage, I couldn’t even offer Medicare rebates, and many women didn’t know the clinic existed. It quickly became clear that if I wanted to create real impact, I needed to think bigger than just myself.
I made the decision to rebrand and invest in a professional presence that reflected the vision I had for the clinic. That included developing a beautiful website, securing my provider number so I could offer Medicare rebates, and making the service more accessible to women who needed it most.
This shift wasn’t just about growth; it was also about meaning. After years of working within the 10-minute consult model as a Doctor, I felt disillusioned. It wasn’t fulfilling to rush through care; I wanted to make a real difference. Creating Hermona Health gave me the chance to slow down, listen, and help women feel more like themselves again. That decision has been the most important driver of our growth.
In your view, what truly sets your brand apart in today’s competitive market?
I think what makes Hermona Health different is the way I approach care. I don’t just hand out a prescription; I look deeper into things like deficiencies, gut health, and lifestyle changes, because they all play a role in how women feel. I see menopausal hormone therapy as a preventative measure, not just a quick fix, and I take time to explain that to my patients.
I also don’t rush. Women deserve to be listened to, and I make sure they feel heard and supported. I’m approachable and open, and because I’m going through some of the same health challenges myself, I can genuinely sympathise with what my patients are experiencing.
What has been your most effective marketing strategy to date, and why do you think it worked so well?
The most effective step was investing in professional support from Bloom Digital for branding, marketing, and my website. Before that, I was trying to piece things together myself, but it didn’t have the same impact. Having a cohesive, professional online presence completely changed how Hermona Health was seen; it gave the clinic credibility, made it easier for women to find me, and helped them feel confident booking in.
It worked because the look and feel of the clinic finally matched the quality of care I was providing. That consistency built trust, and it allowed me to focus on what I do best: looking after patients.
How do you stay connected to your ideal audience and understand their needs or behaviours?
Right now, Hermona Health is still very much a one-woman band, so I personally handle all of the communication. My patients message me directly about their symptoms and concerns, and they know I’m the one on the other side of the phone if they need me.
That’s important because it doesn’t feel like a corporate, impersonal setting; it’s very tailored. Women feel they can reach out and be heard, and I can respond quickly. That close, direct connection with my patients is what helps me understand their needs more than any marketing survey or social media ever could.
What’s one branding move or campaign that helped elevate your business to the next level?
The biggest step was creating a strong, cohesive brand identity for Hermona Health. Once the clinic had a professional look, from the website to the logo and the way information was presented, it stopped feeling like just me in a room and started to feel like a proper clinic with a clear purpose.
That shift built trust. Women could see straight away that Hermona Health was a place dedicated to them, not just another generic medical service. It gave me the confidence to put the clinic out into the world in a bigger way, and it gave patients confidence to book in.
What does success look like for you, not just in numbers, but in purpose or impact?
For me, success isn’t measured in numbers; I’m working with women who are more than just a statistic, they’re human, so knowing I’ve built something that makes a real difference in their lives matters most to me.
Success is also about balance, having a good work-life balance with the freedom and options that come from running my own clinic. And it also means enjoying my work and feeling satisfied at the end of the day that I’ve genuinely helped someone in a meaningful way.
It’s not just about building a business; it’s about creating a career and a life that feel fulfilling, where I can be my own boss, do work I believe in, and still have time and energy for the things outside of medicine that matter to me.
How do you personally define success, beyond revenue and growth metrics?
Success means feeling proud of what I’ve created, enjoying the work I do each day, and knowing it aligns with my values. To help improve women’s lives and to do it long term without burning out is success to me.
It’s also about having freedom in the ability to choose how I work, who I work with, and how I shape the clinic’s future.
Can you share a challenge or setback that ultimately became a turning point for your brand?
One big challenge was when myself and the other practitioners in the clinic were told we had to vacate because of a landlord dispute. At first, it felt like a huge setback! I suddenly didn’t have a base for my patients.
But in hindsight, it was the push I needed. It made me realise it was time to swim in bigger waters and take Hermona Health to the next level. Instead of just renting a room, I started focusing on creating a proper clinic space of my own, with a bigger vision and long-term security. That difficult moment actually gave me the courage to think bigger and invest in the future of the business.
What daily habits or rituals keep you focused, creative, and grounded as a leader?
I like to start my day early so I don’t have to rush. Before the rest of the household is up, I have time to read, meditate, and do some gentle exercise. That quiet time sets me up for the day by clearing my head, helping me focus, and providing me with the energy i need to care for others.
How do you approach innovation and risk in your business strategy?
I try to balance being careful with being courageous. In healthcare, everything has to be evidence-based, but I also believe in being open to new tools and approaches that can make a real difference for women.
When it comes to risk, I know it would be safer to plan everything down to the last detail, but sometimes you just have to go full hog when you believe in the cause. Even if it feels terrifying, there are moments where you need to find courage, back yourself, and take that leap. That’s how real progress happens.
What advice would you give to someone starting a business in today’s fast-changing digital world?
It has to be something you really believe in because that belief is what will carry you through the tough times. Seize opportunities, even if they seem terrifying, and don’t be afraid to push yourself out of your comfort zone.
The digital world moves quickly, and you can’t plan for everything, but if you stay true to your purpose and have the courage to take the leap, the rest will follow.
Where can our audience connect with you and learn more about your work or offerings?
The best place to find me is through my website. You’ll find information about the clinic, the services I offer, and how to book an appointment.
