Flo Health to hire privacy and policy PR lead as scrutiny of reproductive health data grows
The company says it wants to 'help set the standard for how sensitive health data should be handled and how those practices are communicated externally'
Leading women’s health app Flo Health is hiring a dedicated PR lead for privacy and policy communications, following previous scrutiny over its handling of reproductive health data and earlier data-sharing practices.
The new US-based role, posted on Flo Health’s website, will combine communications, public policy and reputation management, with responsibility for engaging regulators, shaping narratives around AI and data protection and ensuring the internal alignment during high-stakes moments.
Notably, the position also includes leading internal communications on privacy and policy issues - ensuring employees understand not just what is happening, but why - as well as monitoring regulatory developments and enforcement actions to anticipate reputational risk.
According to Flo’s Global Head of Communications Denae Thibault, the hire reflects the company’s “continued investment and maturity” in privacy and security.
“As the largest women’s health app in the world, we believe it’s our responsibility to help set the standard for how sensitive health data should be handled and how those practices are communicated externally,” Denae said.
A category under scrutiny
The move comes as regulatory expectations around reproductive health data and AI in healthcare continue to evolve, particularly in the US, where scrutiny of digital health platforms has intensified following earlier enforcement actions by the Federal Trade Commission.
In 2021, the company reached a settlement with the Federal Trade Commission over allegations it shared user data with third-party services including Facebook and Google without sufficient user consent. Flo did not admit wrongdoing and agreed to overhaul its privacy practices.
More recently, the company agreed to contribute $8 million to a proposed $59.5 million class action settlement related to similar allegations covering the period between 2017 and 2019, with Google and Flurry also contributing. The settlement included no admission of wrongdoing.
The case sits within broader concerns around data privacy in femtech, where studies have previously found widespread data-sharing practices and inconsistent adherence to privacy standards across menstrual and reproductive health apps.
Since then Flo Health has invested in what it describes as a ‘privacy-first’ infrastructure.
This includes achieving ISO 27001 and ISO 27701 certifications in early 2024, embedding privacy-by-design across its platform such as the availability of an ‘anonymous mode’, and establishing an external Privacy and Security Advisory Board.
Sue Khan, Data Protection Officer and VP of Privacy, said the company views “trust and strong governance as long-term infrastructure,” with the new role designed to support more proactive engagement with regulators, policymakers and the public.
“Operating at global scale in such a sensitive category means the bar for trust must be high, and we believe strong oversight ultimately pushes the entire industry toward stronger protections for users” she said.
From compliance to communication
The creation of a dedicated privacy and policy communications role reflects a broader shift within digital health, where companies are increasingly required not only to meet regulatory standards, but to clearly communicate how sensitive data is handled and build reputation as a privacy considerate organisation.
At Flo, the role is explicitly designed to operate across legal, policy and communications teams, translating complex issues such as health data use, consent and AI governance into narratives for regulators, media and users.
“We want users, regulators, and the broader ecosystem to have a clear and accurate understanding of how privacy, security, and medical expertise are embedded at the core of Flo, which is why clear and transparent communication about how our technology works is so important,” said Sue.