Claro helps make the space between appointments less vague
Claro is a mobile app for people taking antidepressants. It helps them track mood, side effects, treatment dynamics, and the lived reality of medication, then bring actual data to the psychiatrist instead of trying to reconstruct everything from memory
The important nuance: Claro is not a therapist, not a diagnostic product, and not a replacement for clinical care. It is a support layer around antidepressant treatment: starting, staying on medication, adjusting, and potentially discussing tapering with a doctor
Where Claro needs to be precise
The public conversation around antidepressants is sensitive, especially in the US. Some people need medication and benefit deeply from it. Some have complicated experiences with prescribing, follow-up, side effects, early-stage discomfort, relapse risk, or withdrawal. So the language has to stay careful
The stronger position for Claro is partnership with psychiatrists, clinicians, and existing care. Claro should not tell people what to do with medication. Its role is to help them come to the clinician with a clearer picture
Partner, not compete
The doctor and clinic side feels especially important now: psychiatrists, clinics, clinical advisors, and credible mental-health organizations. If doctors get what Claro is for, the patient-facing story becomes much easier
Flo is the stronger PR reference because it built a consumer health brand through doctors, experts, research, reports, and public education. Outro is worth tracking as a tapering competitor, but I would not use it as the main model for Claro's public story
Claro as support for the antidepressant journey
For patients
Less confusion between appointments. A way to notice patterns, prepare for appointments, and remember that medication is one part of care, not the whole story
For clinicians
Structured patient-reported data, clearer appointment context, and fewer conversations based only on memory, panic, or a two-minute symptom recap
For clinics
A credible tool that helps care feel more continuous, while staying clearly outside diagnosis, treatment decisions, or automated psychiatry
For media
A bigger story: antidepressants are widely used, but people are still left alone with a lot of the day-to-day experience. Claro is building for what happens after the prescription is written
For AI search
High-quality niche publications, expert articles, clinical explainers, and credible third-party mentions that help AI search systems understand what Claro is
I would build the story in layers
01. Clinical trust
Advisor-backed messaging, risk language, doctor-facing materials, clinical review notes, and a plain explanation of what Claro does, where its boundaries are, and how clinicians can read it
02. Founder and product narrative
Why this gap exists, why now, what is different about the product, how Claro uses AI responsibly, and why it is designed around the reality of clinical care
03. Patient education
Accessible content around starting antidepressants, side effects, appointment prep, tracking, discontinuation symptoms, and tapering conversations with doctors
04. B2B outreach
Psychiatrists, clinics, mental-health newsletters, professional communities, conference organizers, medical podcasters, and digital-health operators
05. Media pathway
Start with credible niche and health-tech media, then build enough proof to make larger tech, health, business, and culture outlets make sense
06. Report as a serious proof point
A launch or annual report that gives clinicians, patients, and media a real reason to talk about the antidepressant journey beyond the app itself
My first recommendation would be to clean up the positioning before any external PR
Right now, the company can be read in several ways at once: patient app, AI product, antidepressant tracker, doctor-support tool, possible tapering story, wellness report, clinician-facing launch readiness, B2B credibility story. All of these can be true, but if they sit on the same level, outreach gets messy
Before sending materials to journalists, clinicians, clinics, or partners, I would first make the hierarchy very clear: what Claro is, who it is for, what problem it solves first, where its boundaries are, and how the founder story supports the company story
Company narrative
One main positioning, supported by secondary angles for patients, clinicians, media, and investors. No five different versions of the same company
Founder profile
If we pitch Yuri, journalists and partners will look at his full public profile, not only Claro. That has to be part of the strategy, not a surprise later
Founder risk-prep
Pink Elephant should be prepared as a risk-prep module, not as the centre of Yuri's story. If it comes up in journalist or partner research, the team should have a clear, calm explanation: what it was, what Yuri learned, what is and is not connected to Claro, and which questions should be answered on the record
The Antidepressant Journey Report
A clinically reviewed report people can actually read and share: what helps around antidepressant treatment, from appointment preparation and symptom tracking to sleep, movement, journaling, breathing practices, MBCT, yoga, psychoeducation, social support, and responsible conversations about tapering
Because Claro is still early and does not yet have large-scale internal user data, the first edition should be an expert-reviewed educational report, not a proprietary data report. Later editions can become an annual benchmark once Claro has enough anonymized product data
Version 1
Launch report. Evidence synthesis, expert commentary, patient-friendly design, and a media angle around the part of antidepressant care that usually happens alone
Version 2
Clinician handout. A lighter PDF clinicians can share with patients, with Claro as the practical tracking layer
Version 3
Media layer. Pitch angles for digital health, psychiatry, consumer wellness, women's health, workplace mental health, and AI in care
A strategy the team can use, not just present
North Star
One-line positioning, longer positioning, product story, founder story, and the language boundaries for a sensitive health category
Media map
US and UK media routes: Tier 1, health-tech, psychiatry, consumer wellness, lifestyle, podcasts, newsletters, and communities
12-week calendar
Positioning, credibility, clinician materials, report, expert content, and follow-up pitching
Pitch angles
Launch, product story, AI approach, between-appointment gap, patient-reported data, tapering context, and clinician-facing credibility
Risk answers
Medication stigma, privacy, AI safety, diagnosis boundaries, tapering, overprescription, relapse vs withdrawal, medical claims, and founder-profile questions including Pink Elephant
AI skills
Practical agent workflows for media research, pitch drafting, founder voice, journalist prep, expert Q&A, and monthly PR iteration
Three ways to start
Scope and rhythm can be adjusted depending on launch timing, App Store readiness, clinician materials, advisor review, clinic outreach, and how much of the work Claro wants to keep in-house
Anastasia Veremyova
I have spent 13 years in strategic communications across tech, AI, fintech, gaming, venture, and health-adjacent consumer categories. A lot of my work has been with founders and companies entering new markets without an obvious media name yet, where the job is to find the right story and the right rooms for it
My current model is deliberately lean: I work as a strategic partner supported by AI agents, research workflows, and optional boutique teams depending on scope
Full story and more cases on cultureoftrust.co
Market entry
Experience bringing new names into US, UK, EU, UAE, MENA, and other markets through narrative, media, and ecosystem work
Research as PR
Survey and report launches for venture, deeptech, HR-tech, and startup ecosystems, built to create trust and coverage, not just another PDF
Sensitive categories
I am comfortable in categories where claims need precision and careful framing matters more than volume
True Gamers
Built media presence for an esports and gaming venue network entering the UAE and global media agenda. The work combined founder positioning, regional business media, gaming media, and international visibility
LF.Group
Supported a global media launch for a tech startup by PRISMA founder, including venture, gaming, and tech media angles. The work was built around a clear product story and founder credibility
Phystech Ventures
Launched the Deeptech Outlook survey as a media asset, turning research into a reason for targeted business, venture, and niche media to cover the fund
Starta Ventures
Supported an early-stage venture fund through ongoing media work, expert interviews, and industry research that strengthened the fund's visibility in the startup ecosystem
How the work runs
Founder and product deep dive
Interview Yuri and key team members: product, clinical advisors, R&D, positioning, risks, proof points, timelines, Pink Elephant context, and public boundaries
Messaging base
Build the messaging, risk language, audience map, and source library so public materials stay aligned
Where the story should start
Identify credible publications, clinician communities, podcasts, newsletters, conferences, associations, and clinics where the first conversations make sense
Materials the team can use
Pitches, bios, founder Q&A, product description, FAQ, risk responses, report concept, channel-specific content recommendations, and custom detailed Claude Code / Codex skills for the team
Handoff or execution
Depending on the chosen format, I either hand over the working system, advise the internal owner, or lead outreach and iteration myself
What I would need from Claro
Founder access
At least one deep kickoff with Yuri, plus fast approvals on sensitive language and public positioning
Clinical input
Access to advisors or reviewed materials so claims are precise, careful, and usable with doctors and clinics
Product clarity
Honest App Store timeline, beta status, data boundaries, privacy posture, and what product screenshots or demos can be shared
Longer-term view
Tier 1 is possible when the story is sharp and credible signals already exist. Smaller expert publications are often the route in
Fast feedback
Health PR can move slowly until it suddenly needs an answer today. We need quick review cycles when journalists, clinics, or partners respond
Proof over hype
Claro can sound ambitious and still stay grounded. The voice should feel calm, specific, and medically literate, with no need to make the category look simpler than it is