Two years after launching, the Israeli company Tzirim is making significant inroads into the birth market, providing over 30% of expectant mothers with a new way to manage labor pain. The company exclusively markets the Elle Tens device, a product designed to alleviate contraction pain, and is steadily establishing itself as a leader in this sector. Today, Tzirim reports capturing over 30% of the birth market share in Israel.
Since entering the Fem Tech industry, Tzirim has gained considerable traction with its innovative Elle Tens device, which has rapidly become popular among expectant mothers in Israel. Designed by Body Clock Health Care, the Tens device aims to ease contraction pain from the very first contraction. It is used at home as soon as labor begins and can be utilized until receiving an epidural or, for those having a natural birth, until delivery. This life-changing device significantly reduces the intensity of pre-labor pain, helping women manage contractions more comfortably. As part of establishing its credibility, Tzirim has engaged medical experts, collaborated with Israel's top influencers, and even distinguished the device with a unique leopard-patterned strap.
Currently, Tzirim is launching its first television campaign on the show Baby Boom, a move aimed at reaching even more expectant mothers across Israel. Simultaneously, the company is expanding its business by recruiting additional medical experts and developing new products, including a line of 100% natural organic oils designed for women during pregnancy and postpartum.
Natali Ekstein, co-owner and CEO of Tzirim, stated, "The Tens device has revolutionized the experience of countless women, with one in three now using it before labor to relieve contraction pain. We took a product from the largely unfamiliar Birth Tech and Fem Tech sectors and transformed it into a go-to tool for labor and pre-labor support. Our new campaign on Baby Boom marks the next step in expanding the company's reach, with the goal of securing over 50% of the market."