Insight
Growth marketing for femtechs: 5 steps to increasing brand awareness
We live in a world that’s more health-conscious than ever. The pandemic definitely had a hand in this, and we’re seeing more and more health and femtech companies pop up.
From reproductive health and maternal care to broader wellness applications, Femtech provides women with a wide range of solutions to improve their overall health and wellbeing.
It’s an industry that remains very much in its adolescence but has already garnered huge amounts of interest and investment.
That said, with a growing number of startups and established companies entering the space, one of the biggest challenges for femtech startups and companies is standing out.
Building brand awareness in this field is important for gaining new business and gaining the trust of healthcare professionals and potential partners.
The better you promote your femtech brand, the more you can amplify your impact, build credibility, and reach those who need your innovations the most.
We’re going to be looking at some of the key strategies that femtech companies can adopt to strengthen their brand presence and connect with the right people.
What is Femtech?
So, femtech, short for “female technology,” covers a range of products, software and services designed to address women’s health needs.
The term itself was originally created by Ida Tin back in 2016 – who is the co-founder and CEO of the women’s menstruation-tracking app, Clue.
Femtech, broadly speaking, provides healthcare-related solutions for women living with female-specific conditions. Some of these include:
- Maternal health
- Menstrual health
- Pelvic and sexual health
- Fertility
- Menopause
- Contraception
Today, 76.5 per cent of femtech companies are either fully-female-founded, majority female-founded, or equally split-founded.
For brands in this space, establishing a strong market presence not only drives business growth but also plays a critical role in advancing women’s health and supporting gender equity in healthcare.
The key is knowing how to increase your brand awareness in an extremely competitive digital landscape.
Let’s look at a few ways to get the ball rolling and give your Femtech brand the brand boost it needs.
1. Build a Foundation of Trust
Trust is an important building block for any brand or industry.
However, Femtech, being a sensitive and specialised area of interest, will likely take longer to build trust with its audience.
It’s not uncommon for people to be wary of new healthcare technology, in fact, around 85 per cent of all femtech companies generate annual revenue of less than $10 million each.
To help build this trust, content marketing is a good place to start. With relatable, engaging and empathetic content, you can tell your story the right way and connect meaningfully with your target audience.
For example, you can honestly and transparently explain your research processes, address any worries or concerns your target consumers might have and generally educate them on your values and mission.
Ultimately, you want your content marketing to negate any worry associated with your product and help your customers understand that you’re here to provide a solution to their problem.
2. Optimise Your Digital Presence
If you want to be found online, optimising your website and other channels is an essential part of your strategy.
There are many ways to do this, but let’s focus on the core fundamentals that you can action right away.
First off, you need a well-considered website that’s user-friendly and clearly communicates your brand’s mission, values, and your product or service.
Focus your efforts on optimising your website for search engines (SEO), with a focus on relevant keywords related to femtech, women’s health and anything related to your niche offering.
UK marketing agencies like Hive19 explain the importance of well-crafted copywriting and how it can help, “showcase your products and services in a unique, solution-focused way that provides value for audiences (and search engines) as part of a wider marketing mix.
Consistent blog creation can:
- Build authority in your industry
- Solidify customer loyalty
- Capture brand awareness
- Improve SEO performance
Link building is an important component of your digital presence.
Look for opportunities to feature your website in reputable sources, such as health publications, academic institutions, or partner sites.
These backlinks help improve your site’s authority, making it easier for potential customers, partners, and healthcare professionals to find you in organic search.
Social media is another powerful tool for femtech brands to establish a digital presence.
Platforms like LinkedIn are ideal for networking, while Instagram, TikTok and X work well for engaging end-users who follow health and wellness trends.
Share health tips, femtech product updates, and your brand’s success stories, to help position yourself as a trusted and authoritative voice in the industry.
3. Team Up With Women’s Health Influencers
Influencers remain one of the best ways to promote your brand in a unique and down-to-earth format.
It’s worth reaching out via social platforms to influencers in this circle to see if they’re a good match with your product and brand.
Depending on your budget, you could go for bigger or smaller influencers – they’re ranked from nano to mega influencers based on follower count.
For example, if you were able to ‘collaborate’ on Instagram with an influencer who has 50k+ followers in women’s health or lifestyle niches, your product could be seen by thousands of relevant consumers.
These influencers will also promote your product in an authentic and genuine way, which doesn’t come across as salesely or overproduced.
That said, while a high follower count is great, don’t just pick influencers based on this. Pick people who actually align with your brand, speak your language and have strong engagement with their followers.
Look at it this way – a femtech nano influencer with 10k followers, strong audience engagement and a stronger alignment to your brand would be better than a 50k general health influencer who has worse audience engagement and doesn’t specifically align with your product.
4. Have Access to Qualified Experts
Like with any health-related product, people will want reassurance that what they’re buying is trustworthy and backed by medical professionals.
Having a brand advocate in the health industry is crucial for bolstering trust and communicating the benefits and details of the product to your audience.
If you’re able to have a medical professional scientifically ‘back’ your product with data and research, people are far more likely to buy into it.
Experts and specialists, whether in medical or any other industry, are essential for building credibility and reinforcing that this product is medically safe, sound and beneficial to its consumers.
5. Attend Events and Conferences
Attending or speaking at femtech and healthcare conferences can be a game-changer for brand visibility and credibility.
Events focused on women’s health innovation, such as the Women’s Health Innovation Summit or Femtech Forum, are simply great networking opportunities that allow you to showcase your expertise directly to your target audience.
If you’re up for it, you could also consider participating as a speaker or panellist on topics related to your area of expertise.
For example, if your brand specialises in fertility tech and solutions, sharing insights on advancements in reproductive health can position your brand as an authority.
Similarly, exhibiting at femtech events provides a hands-on opportunity to demonstrate your products, gather feedback, and engage potential customers and partners in real time.
If in-person events aren’t feasible, look to digital alternatives like webinars, virtual summits, or online Q&A sessions.
Conclusion
The femtech industry is at an incredibly exciting point in its evolution.
The fact that more and more femtech companies and products are being developed highlights just how important and popular this field is, and how much demand there is.
The key is making sure that you have the right building blocks in place to position your brand as a trustworthy, empathetic and professional voice in this circle.
The above steps should provide you with a strong foundation to build and continue developing your femtech brand.
If you’re interested in learning more about how to secure your financial future in this space, read our article on Empowering FemTech Startups with Scalable Financial Solutions.
Ki-67, a protein used to measure tumour growth, may also help prevent chromosome errors that drive cancer, a study suggests.
The findings could change how scientists view Ki-67, a marker commonly used in breast cancer and other tumours to assess how quickly cancer cells are growing.
Researchers found the protein may help preserve genome stability by maintaining the structural integrity of centromeres, key parts of chromosomes that help ensure DNA is shared correctly during cell division.
The research was led by professor Paola Vagnarelli at Brunel University of London in collaboration with scientists at the University of Edinburgh and the Technical University of Berlin.
Professor Vagnarelli said: “Doctors already measure Ki-67 to see how aggressive a cancer might be. But our results suggest it is actually helping maintain genome stability.
“That means it may be more than a marker. It could potentially also be a therapeutic target.”
The study examined three proteins that attach to chromosomes during cell division and help rebuild the molecular system that tells each new cell what kind of cell it is.
Every human cell carries identical DNA. What makes a liver cell different from a brain cell is which genes are switched on and which are kept inactive.
When a cell divides, that entire system of switches must be rebuilt. The three proteins involved in this process were Ki-67, Repo-Man and PNUTS.
Vagnarelli’s team developed a method that individually removes each protein from a living cell at the precise point of division. Older techniques could not isolate that moment cleanly.
They found that cells rely on all three proteins to reset themselves after division, but each failed in a different way when removed.
Without PNUTS, gene activity spiralled out of control and thousands of genes switched on at once.
Without Repo-Man, cells escaped safety checkpoints that usually stop damaged or abnormal cells from continuing to divide.
“What we didn’t expect was how clean the separation was,” said Vagnarelli.
Each protein fails in its own specific way. There is no redundancy, no safety net. Which means there are three separate points at which this process can go wrong.
“When the system breaks down, cells can emerge with the wrong number of chromosomes. That condition, called aneuploidy, is seen in disorders such as Down syndrome and in many cancers.
“We also found that these chromosome errors can trigger inflammatory signals inside the cell.”
Aneuploidy means a cell has too many or too few chromosomes, which can disrupt normal growth and function.
Inflammatory signals are chemical messages that can make a cell behave as if it is responding to injury or infection.
“These cells behave almost as if they are under attack,” said Vagnarelli.
“The immune response switches on because the genome is unstable.
“That link between chromosome imbalance and inflammation could help explain patterns we see in several diseases.”
The researchers said the findings may help cancer scientists better understand how chromosome instability, loss of gene regulation and cells dividing before they are ready contribute to tumour growth.
They said understanding the normal machinery that prevents these errors may help researchers find ways to push cancer cells into making mistakes they cannot survive.
“We now have a clearer map of the machinery that resets the cell after division,” said Vagnarelli.
“That knowledge gives us a starting point for thinking about new therapeutic approaches.”
After more than a decade of campaigning, doctors around the world have agreed to rename polycystic ovary syndrome (PCOS).
It is hoped the new name, polyendocrine metabolic ovarian syndrome, or PMOS, will help end the misconception that the condition is all about cysts, which campaigners say has contributed to missed diagnoses and inadequate treatment.
The condition affects one in eight women, or 3.1m women and girls in the UK, and is linked to hormone fluctuations that can affect weight, mental health, skin and the reproductive system.
The renaming was spearheaded by UK patient charity Verity alongside Professor Helena Teede, director of Melbourne’s Monash Centre for Health Research and Implementation.
It followed 14 years of consultation with clinicians and patients around the world.
The new name was published in a consensus statement on May 12 and announced at the European Congress of Endocrinology in Prague.
The paper states that PCOS should now be referred to as PMOS.
“This is a landmark moment that will lead to desperately-needed worldwide advancements in clinical practice and research,” said Professor Teede.
“It was heart-breaking to see the delayed diagnosis, limited awareness and inadequate care afforded those affected by this neglected condition.”
When doctors first named PCOS in 1935, they thought it was mainly caused by physical changes to the ovaries.
Decades of research have since changed that understanding, with clinicians now agreeing the condition is far more complex.
“What we now know is that there is actually no increase in abnormal cysts on the ovary and the diverse features of the condition were often unappreciated,” Professor Teede added.
“A name change was the next critical step towards recognition and improvement in the long term impacts of this condition.”
The exact cause of the condition is still unknown, though it is thought to be linked to abnormal hormone levels and is associated with insulin resistance and raised levels of testosterone and luteinising hormone.
Insulin resistance means the body does not respond properly to insulin, the hormone that helps control blood sugar. Luteinising hormone helps regulate ovulation.
Common symptoms listed by the NHS include irregular periods or no periods at all, difficulty getting pregnant, excessive hair growth, weight gain, thinning hair, oily skin and acne.
Campaigners have acknowledged that the name change could cause temporary confusion.
“Despite decades of tireless advocacy to improve awareness, we recognised that the risk of change would be worth the reward,” said Rachel Morman, chairwoman of Verity.
“This shift will reframe the conversation and demand that it is taken as seriously as the long-term, complex health condition it is.”
It is also unclear if, or when, the NHS will change the language it uses.
An NHS England spokesperson said: “We routinely review and update content on the NHS website to ensure it reflects the latest clinical advice and will carefully consider these recommendations.
“The NHS will also continue our work to improve women’s healthcare, including for this important group, which involves giving women more choice over their care, bringing down waiting times, and delivering more care in communities.”
News
The RESIL-Card tool launches across Europe to strengthen cardiovascular care preparedness against crises
By Women As One
Women As One is proud to have contributed to the development of the RESIL-Card tool as an active Advisory Board member, ensuring that gender equity and the perspectives of women cardiologists were embedded from the outset.
Through strategic input on the project’s design, formal support of its EU4Health funding application, and ongoing participation in advisory activities, Women As One has helped shape both the direction and implementation of this initiative.
By amplifying awareness, facilitating engagement from our global community, and advocating for inclusive representation, we have worked to ensure that RESIL-Card reflects the diverse realities of cardiovascular care and supports more equitable, resilient health systems in times of crisis. Read more about our involvement here.
On the European Day for Prevention of Cardiovascular Risk (March 14), the RESIL-Card consortium proudly announces the official launch of the RESIL-Card tool, a free online resource designed to help hospital cardiovascular professionals and other stakeholders assess and strengthen the resilience of their care pathways — ensuring that lifesaving care remains accessible even during times of crisis.
Available now at https://www.wecareabouthearts.org/resil-card/online-tool/, the RESIL-Card tool offers a structured self-assessment framework for evaluating the preparedness of cardiovascular services and identifying concrete actions to maintain continuity of care when health systems face disruption.
“Cardiovascular care must remain uninterrupted regardless of the challenges health systems face,” said Professor William Wijns, Research Professor in Interventional Cardiology, University of Galway, Ireland, and We CARE – RESIL-Card Coordinator.
“The RESIL-Card tool provides healthcare teams with a practical way to assess preparedness, identify improvement opportunities, and ultimately ensure that patients continue to receive lifesaving care when it matters most.”
Why the RESIL-Card tool was developed
Cardiovascular diseases remain the leading cause of death in Europe, making the continuity and resilience of care pathways a public health priority.
Despite advances in diagnosis and treatment, recent crises – from pandemics to geopolitical instability – have exposed the vulnerability of healthcare systems.
In today’s increasingly uncertain health landscape and global environment, proactive preparedness is no longer optional – it is essential.
The RESIL-Card tool was developed as part of an EU4Health-funded initiative to support organisations providing lifesaving cardiovascular care in strengthening their preparedness, improving coordination, and safeguarding patient outcomes in times of disruption.
The initiative focuses on practical resilience strategies to help health systems anticipate challenges rather than simply react to them.
“Healthcare systems today operate in an increasingly complex and unpredictable environment,” said Ariadna Sanz, Health Policy Manager at the Catalan Health Service (CatSalut).
“Tools like RESIL-Card help shift the focus from responding to crises toward proactively building strong, adaptable cardiovascular care pathways that protect patients over the long term.”
A collaborative and evidence-based methodology
The RESIL-Card tool is grounded in a robust, multidisciplinary development process involving cardiovascular experts, healthcare professionals, public health specialists, patient organisations, and policy stakeholders from across Europe.
Its development combined comprehensive literature reviews and analysis of existing preparedness frameworks with extensive stakeholder consultations and co-creation workshops. Real-world insights from healthcare providers and patient representatives were integrated throughout the process to ensure the tool reflects the practical realities of cardiovascular care delivery. The methodology also included iterative testing and validation phases, allowing the consortium to refine the tool and ensure it is both scientifically rigorous and practical for everyday use.
“From the outset, RESIL-Card was co-created with clinicians, patient representatives, and health system experts to ensure it reflects real-world practice,” said Professor Niek Klazinga, Em. Professor of Social Medicine, Amsterdam University Medical Centre / University of Amsterdam.
“The result is a tool that combines scientific rigour with practical usability, enabling healthcare teams to translate resilience concepts into concrete action.”
What the RESIL-Card tool is and how it works
The RESIL-Card tool is a practical online self-assessment instrument designed for use by a multistakeholder resilience team led by cardiovascular care providers.
Through a structured four-step process, including a questionnaire and guided analysis, users assess the preparedness and resilience of their cardiovascular care pathways and gain a clear understanding of how well their services can maintain care continuity during periods of disruption.
The assessment process helps teams identify existing strengths as well as potential gaps in service delivery.
Based on the responses provided, the tool offers tailored recommendations and examples of best practices to support improvement.
These insights can then inform strategic planning, helping organisations prioritise actions that reinforce care continuity, strengthen patient safety, and optimise the long-term sustainability of cardiovascular services.
Benefits for Key Stakeholders
For healthcare professionals and organisations delivering cardiovascular care, the RESIL-Card tool provides a structured way to strengthen preparedness and crisis-response capacity.
By helping teams assess their existing systems and identify areas for improvement, the tool supports better coordination across services and clinical disciplines.
It also facilitates evidence-based planning and quality improvement initiatives, enabling healthcare organisations to enhance their operational resilience while maintaining efficient and manageable care processes.
“By promoting awareness about strengths and limitations of each system, the RESIL-Card tool will help physicians to understand where improvements are needed and strengthen coordination and planning to face crises,” said Doctor Alfredo Marchese, Chief of Interventional Cardiology Department at Santa Maria Hospital, Bari, Italy and President of the Italian Society of Interventional Cardiology (GISE).
For patients and patient organisations, the RESIL-Card tool contributes to improving the reliability and continuity of essential cardiovascular care.
By encouraging healthcare providers to proactively address vulnerabilities in care pathways, the tool helps promote uninterrupted access to diagnosis, treatment, and follow-up services.
It also supports a more patient-centred and equitable approach to care delivery, encouraging collaboration and transparency in preparedness planning.
Ultimately, these improvements can contribute to better health outcomes and increased safety for people living with cardiovascular disease.
“For people living with cardiovascular disease, continuity of care is not optional — it is essential,” said Teresa Glynn, Senior Executive Strategy & Partnerships at Global Heart Hub.
“By helping healthcare providers strengthen preparedness, RESIL-Card supports more reliable and equitable access to treatment and greater confidence for patients and their families.”
At the European level, the RESIL-Card initiative contributes to a shared effort to strengthen the resilience of health systems.
By providing a common framework for assessing and improving preparedness, the tool encourages cross-border learning and facilitates the exchange of best practices among healthcare providers and policymakers.
It also aligns closely with European Union priorities on health system preparedness, crisis response, and sustainability.
By helping healthcare organisations identify vulnerabilities and implement practical resilience measures, the RESIL-Card tool can support efforts to reduce inequalities in access to high-quality cardiovascular care across EU Member States.
“Strengthening the resilience of cardiovascular care is a shared European priority,” said Rachel Kenna, Ireland’s Chief Nursing Officer at the Department of Health.
“While the RESIL-Card tool has not yet been tested in an Irish setting we look forward to seeing how it can support the development of more sustainable and prepared healthcare systems.”
Call to Action
Cardiovascular care providers and other healthcare professionals are encouraged to explore the RESIL-Card tool at https://www.wecareabouthearts.org/resil-card/online-tool/.
By using it to assess their cardiovascular care pathways, they will identify areas where resilience can be strengthened and ensure that essential services remain accessible during times of disruption.
Patient organisations also play an important role in this effort. By engaging with healthcare providers and policymakers, they can help promote the use of the tool and ensure that patient perspectives are meaningfully incorporated into preparedness and response planning.
Policymakers and health authorities are invited to support the adoption of the RESIL-Card tool within regional, national and European strategies aimed at strengthening healthcare system resilience.
Integrating the tool into policy frameworks can help safeguard access to essential cardiovascular services and enhance the ability of health systems to respond effectively to future challenges.
Learn more about Women As One at womenasone.org
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