Rethinking the Women’s Health Clinic Model

Background

We were curious about what a modern, patient-centred women’s health clinic could look like — and how a startup might build one from the ground up. The founders of a new clinic had a bold vision but needed clarity on two things: which types of practitioners to bring together, and how to attract the right people to join them.

What We Did

To help shape their service and recruitment strategy, we:

• Interviewed patients, GPs and allied health professionals to understand needs and pain points

• Created patient archetypes to guide care model and experience design

• Developed a practitioner recruitment framework based on mindset and motivation

Outcome

The work gave the founders a clearer, more human understanding of both their future patients and the practitioners they hoped to attract. It informed key service design decisions and helped shape a clinic culture grounded in real needs, evidence and values.

Background

At AMS, we’ve each navigated moments of uncertainty in our careers — shifting paths, starting over, or pausing to ask what’s next?

Solai has moved from corporate to startups and into venture capital. Melissa has worked across journalism, politics, consulting, and product. Alice has shifted from sales to occupational therapy and now helps people return to work after injury as a vocational counsellor. Despite our different journeys, we were all seeking the same thing: greater clarity and alignment.

We created The Warm Up to offer what we couldn’t find at the time — a curiosity-driven course to help people reflect, reorient, and take confident next steps in their careers.modern, patient-centred women’s health clinic could look like — and how a startup might build one from the ground up. The founders of a new clinic had a bold vision but needed clarity on two things: which types of practitioners to bring together, and how to attract the right people to join them.

What We Did

To bring The Warm Up to life, we:

• Designed a structured sequence of reflective exercises covering themes like values, superpowers, interests, and key life moments

• Ran two live, facilitator-led cohorts to test and refine the course content in real time

• Began prototyping a self-paced version to make the course more flexible and accessible

Outcome

Creating The Warm Up has allowed us to scale conversations we often have one-on-one — turning them into a free online resource that anyone can access in their own time. It brings together our collective experience in a practical, accessible format, and we're excited to see it evolve over time.

Background

We worked with a fast-growing NDIS provider supporting adults with autism. They’d started with a small day program focused on life skills and community access, but demand had grown quickly — along with the complexity of participant needs. The team wanted clarity on how to scale safely, without burning out staff or compromising the quality of support.

What We Did

We helped them:

• Understand where participant needs were most complex

• Identify where staff training was needed to better match participant support requirements

• Pinpoint gaps in their data and recommend ways to improve data quality and usability

Outcome

The work gave the team clearer visibility on where they were stretched — and what needed to change. They walked away with a practical roadmap to reduce risk, better support staff, and scale their services more effectively.