The Modern Uniform: How Jaanuu Turned Medical Scrubs Fashionable

Jaanuu found success by addressing a clear gap in the medical apparel market—combining functionality with fashion. By creating scrubs that healthcare professionals actually want to wear (rather than have to wear), they've turned a utilitarian product into a desirable brand. Sara emphasizes the importance of not chasing competitors but instead asking: "What's the white space? And how can you do it best?"

Rather than simply marketing "scrubs," Jaanuu highlights their fabric technologies and specific product innovations in every touchpoint, including SEO and content strategy. This product-led approach ensures that their marketing authentically reflects their key differentiators and speaks directly to what makes healthcare professionals choose their products.

Sara discovered that healthcare professionals have created their own robust influencer ecosystems. By formalizing their ambassador program and having a dedicated team member manage these relationships, Jaanuu taps into authentic voices who can credibly showcase their products to peers. This approach is particularly effective in uniform markets where professionals naturally congregate.

Instead of benchmarking against competitors in the medical apparel space, Sara looks to lifestyle brands like Alo and Vuori for marketing inspiration. This cross-category approach allows Jaanuu to elevate their marketing beyond the typical constraints of their industry and position themselves as a true lifestyle brand rather than just a scrub company.

Looking to the future of consumer marketing, Sara believes success will increasingly depend on creating authentic, relevant content that resonates with target audiences. As traditional paid acquisition channels become more crowded and expensive, brands that excel at organic content creation will have a significant advantage. She notes a shift in marketing budgets from paid acquisition toward content creation.

For 2025, Jaanuu is focused on a three-pronged growth approach: continuing to build their D2C business, expanding B2B partnerships, and growing their marketplace presence (including recent launches on Amazon and Macy's). This multi-channel strategy provides stability while expanding brand recognition through trusted third-party platforms.

Sara highlighted their experimentation with Applovin for in-app advertising as a way to diversify beyond traditional search and social channels. Smart marketers continually test new acquisition channels while measuring their ability to bring in the right kind of high-value customers—not just clicks.