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Seven effective strategies to promote your femtech brand

By Nicola Finn, associate director at OggaDoon

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There is no question that in this digital age, purpose-led customers are taking a proactive role in their health and wellbeing. It’s no surprise we are seeing a spike in retail health and femtech gadgets.

Post-Covid, there has been a massive increase in technology adoption across the healthcare spectrum, with both consumers and ecosystem providers looking to adopt more tech for good in various configurations, according to the Parks Associates Report.

As products move through from alpha to beta and onto commercialisation, health tech innovators and strategists need to select a mix of promotional strategies to drive awareness, adoption, downloads or sales of a brand’s offering. Here’s how you can promote your femtech idea. 

Data: the scene-setting golden gem

Industry and lifestyle data is key for mapping out both problems and solutions in femtech marketing. Journalists use the data to confirm the market size, and it is also used to set the scene on a market need and demonstrate quantifiable benefits or benchmarks for improvements. 

Qualified experts

When promoting any health product, service or brand, qualified experts are vital in communicating the factual benefits and details of the proposition to both the end customer and the media. It is the scientifically backed voice that is needed to cement credibility. This can be linked to the wider lifestyle benefits and seasonal celebrations. 

Company experts are invaluable to the wider brand story and can be the spokespeople of the company by participating in panel sessions or webinars.

The content of such webinars can also be repurposed as thought leadership articles or blogs. The C-suite founder story is of interest to specific media titles, but it is the expert that bridges the science, real life and lifestyle which is the golden thread.   

Focus on real people

Real customer experiences are key to bringing a product or service to life. They can demonstrate the real impact that a health, general wellbeing or femtech brand has had on a person’s life, which can inspire others to embark on a similar journey. 

This builds credibility when prospective customers are doing their research. It also makes for a good “real life, real impact” health article that a lot of publications are crying out for.

If you are looking to expand in a particular market and you want press coverage, then get those case studies drafted.

Authenticity

Research shows that consumers value authenticity and choose products and brands based on how well they align with their values. A claim of authenticity needs to be backed up and reinforced in different ways. This is where content marketing strategies come into play.

Consumers and journalists are more selective and sceptical about product and brand marketing messages, so how do you make them believe your offer? 

Being a commercial enterprise may, at first, seem like a mammoth task. However, it’s quite easy to be genuine!

The key is to tell genuine “brand” stories that customers can connect with, about real people, and demonstrate genuine results or market data.

Reviews

Encouraging customers to post product and brand reviews online is a great way to demonstrate your credibility. Reviews can help to cross-sell products to current customers or create an authentic, positive impression on prospective customers. 

Positive reviews create trust from potential customers by reducing purchase risk and making the customer feel more comfortable in their decision-making. When reviews are made they can be shared on the website, in adverts or on social media that customers can further share with their network. 

Partner with wellbeing, health or lifestyle influencers  

To complement press articles and reviews it is worth considering collaborating with an influencer that is a good fit with your product or brand. Influencers are categorised into nano-, micro-, macro-, and mega-influencer categories, based on their follower base and reach.

Another effective model is to work with an influencer as a content creator with the agreement being about them creating authentic content, which your brand can share to its own channels, or apply amplification via paid advertising.  

When researching and selecting influencers don’t go on follower count alone. Brand alignment is key, as is strong engagement.

Influencers can work on either a paid or gifted agreement. However, a contract should be drawn up to agree on output. Part of this agreement would include a number of posts, a backlink, or a discount to followers.

Build the community 

Digital marketing and social media create many opportunities for health, wellbeing or femtech brands to engage with their customers and followers.

Timely, automated messaging can be set up to promote the product or brand offer. Testimonials can be shared to inspire others, and questions can be shared to drive engagement. 

This, coupled with effective brand positioning and content marketing, will reinforce the value and impact that the product or brand is making in the end consumer’s life. This is by supporting their goals and making a real impact on their longer-term health and wellbeing.  

Nicola Finn is an associate director at the PR and digital marketing agency OggaDoon.

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Everything you need to know about adenomyosis

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Adenomyosis, a condition that causes the lining of the womb to bury into the muscular wall of the womb, affects as many as one in 10 women of reproductive age in the UK. Here, we look at everything you need to know about it.

 

What is adenomyosis?

Adenomyosis is a condition where the lining of the womb starts growing into the muscle in the wall of the womb.

The displaced tissue continues to act normally — thickening, breaking down and bleeding — during each menstrual cycle, leading in some cases to enlarged uterus and painful, heavy periods.

The condition is more commonly diagnosed in women over the age of 30, but it can affect anyone who has periods.

What are the symptoms of adenomyosis?

Sometimes, adenomyosis causes no signs or symptoms or only mild discomfort. However, according to the NHS, common symptoms can include:

  • Heavy or prolonged menstrual bleeding
  • Severe cramping or sharp pelvic pain during menstruation (dysmenorrhea)
  • Chronic pelvic pain
  • Painful intercourse
What causes adenomyosis?

The cause of adenomyosis isn’t known. You may be more likely to get it if you are over the age of 30 and have given birth.

There have been many theories, including:

  • Invasive tissue growth. Some experts believe that endometrial cells from the lining of the uterus invade the muscle that forms the uterine walls. Uterine incisions made during an operation such as a cesarean section (C-section) might promote the direct invasion of the endometrial cells into the wall of the uterus.
  • Developmental origins. Other experts suspect that endometrial tissue is deposited in the uterine muscle when the uterus is first formed in the fetus.
  • Uterine inflammation related to childbirth. Another theory suggests a link between adenomyosis and childbirth. Inflammation of the uterine lining during the postpartum period might cause a break in the normal boundary of cells that line the uterus.
  • Stem cell origins. A recent theory proposes that bone marrow stem cells might invade the uterine muscle, causing adenomyosis.

Regardless of how the condition develops, its growth depends on the body’s circulating oestrogen.

How is adenomyosis treated?

Treatments include:

If these treatments do not work, women may need surgery. This could be a hysterectomy, or surgery to remove the lining of the womb, also known as endometrial ablation.

What is the difference between adenomyosis and endometriosis?

Adenomyosis and endometriosis are disorders that involve endometrial-like tissue. Both conditions can be painful. Adenomyosis is more likely to cause heavy menstrual bleeding. The difference between these conditions is where the tissue grows.

Adenomyosis occurs when endometrial tissue grows deep in the muscle of the womb, whereas endometriosis occurs when endometrial tissue grows outside the womb in places, such as the ovaries and fallopian tubes.

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Everything you should know about PCOS

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PCOS is one of the most common causes of female infertility, affecting six per cent to 12 per cent of US women of reproductive age but, according to the CDC, it’s a lot more than that. This lifelong health condition continues far beyond the child-bearing years. Here, we look at everything you should know about it.

 

What is PCOS?

PCOS is a condition in which the ovaries produce an abnormal amount of androgens, male sex hormones that are usually present in women in small amounts. The name polycystic ovary syndrome describes the numerous small cysts (fluid-filled sacs) that form in the ovaries. However, some women with this disorder do not have cysts, while some women without the disorder do develop cysts.

Polycystic ovaries contain a large number of harmless follicles that are up to 8mm (approximately 0.3in) in size.

The follicles are underdeveloped sacs in which eggs develop. In PCOS, these sacs are often unable to release an egg, which means ovulation does not take place.

The three main features of the condition are:

  • irregular periods
  • excess androgen
  • polycystic ovaries

If you have at least two of these features, you may be diagnosed with PCOS.

What are the symptoms of PCOS?

The symptoms may include:

  • Missed periods, irregular periods, or very light periods
  • Ovaries that are large or have many cysts
  • Excess body hair, including the chest, stomach, and back
  • Weight gain, especially around the abdomen
  • Acne or oily skin
  • Male-pattern baldness or thinning hair
  • Infertility
  • Small pieces of excess skin on the neck or armpits (skin tags)
What causes PCOS?

The exact cause of PCOS is not clear. Many women with the condition have insulin resistance. This means the body can’t use insulin well. Insulin levels build up in the body and may cause higher androgen levels. Obesity can also increase insulin levels and make PCOS symptoms worse.

PCOS may also run in families. It’s common for sisters or a mother and daughter to have it.

Genes, insulin resistance and inflammation have all been linked to excess androgen production.

What are the complications of PCOS?

Women with PCOS are more likely to develop certain serious health problems. These include type 2 diabetes, high blood pressure, problems with the heart and blood vessels, and uterine cancer.

Women with the condition also tend to have difficulty getting pregnant.

How is PCOS treated?

There’s no cure for PCOS, but the symptoms can be treated.

According to the NHS website, if you have PCOS and you are overweight, losing weight and eating a healthy, balanced diet can make some symptoms better. Medicines are also available to treat symptoms such as excessive hair growth, irregular periods and fertility problems.

If fertility medicines are not effective, a surgical procedure called laparoscopic ovarian drilling (LOD) may be recommended.

This involves using heat or a laser to destroy the tissue in the ovaries that’s producing androgens, such as testosterone. With treatment, most women with PCOS are able to get pregnant.

When should I seek help?

Experts recommend to see your doctor if your body has skipped periods, or you have other symptoms like hair growth on your face or body. Also, you should see a doctor if you’ve been trying to get pregnant for 12 months or more without success.

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Driving women’s health innovation: the launch of the Springboard Enterprise women’s health cohort

By Natalie Buford-Young, CEO of Springboard Enterprises

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Springboard founder Kay Koplovitz speaking at the Springboard Annual Gala

In the ever-evolving landscape of healthcare, addressing the unique needs of women has long been a neglected area.

However, with the emergence of initiatives like the recent announcement of White House Women’s Health Initiative and the ARPA-H Sprint for Women’s Health, there’s a promising shift towards fostering innovation and putting more resources towards advancing women’s health.

At Springboard Enterprises, we are proud to contribute to fuelling growth in this sector.

Springboard was founded in 2000 as the first official accelerator to mentor and accelerate the growth of women-led ventures. We have now officially launched our women’s health innovation program to identify and accelerate the growth of women-led companies innovating in health areas that uniquely, solely or predominantly impact women.

The announcement of the 2024 Women’s Health Innovation Program Cohort marks a significant milestone in the journey towards redefining healthcare solutions tailored specifically for women. This cohort comprises ten women’s health companies, each led by founders and CEOs committed to revolutionising women’s health. 

According to a report by Silicon Valley Bank, investment in women’s health has experienced an astounding 314 per cent growth since 2018, starkly contrasting with the overall healthcare investments. 

This incredible growth has really shown the abundance of opportunity, which was especially evident during our competitive process for our inaugural program. With countless innovative companies to choose from, we ultimately selected ten standout candidates after much deliberation.

  1. Navigate Maternity: Founded by Ariana McGee, Navigate Maternity has created a system that allows clinicians and care teams to remotely monitor prenatal and postpartum patients. The goal is to improve outcomes and avoid inequitable care through real-time data.
  2. Bone Health Technologies: Under the leadership of Laura Yecies, Bone Health Technologies (BHT) has developed the Osteoboost belt, the first and only safe and effective treatment for the 63 million people in the US with Osteoporosis or Osteopenia as well as a comprehensive digital therapeutic platform and services – a personalised digital health and telehealth solution for optimising bone health.
  3. Visana Health: Co-founded by Shelly Lanning, Visana Health pioneers a comprehensive virtual women’s health clinic, offering integrated care across various women’s health conditions. By adopting a holistic approach to healthcare delivery, Visana Health strives to empower women through personalised and longitudinal care.
  4. Herself Health: Founded by Kristen Helton, Herself Health is dedicated to addressing the unique healthcare needs of women on Medicare, ages 65 and up. Through a patient-centred approach, the company links women’s health goals with their life goals, taking into account a patient’s physical, mental, social, sexual, and spiritual needs and targeting common concerns like bone health, weight loss, and emotional wellbeing. The company hires top providers and trains them in the intricacies of person-centred geriatric and women’s care, delivering value-based care focused on patient outcomes.
  5. Marma: Co-founded by Meredith McAllister, Marma addresses critical gaps in maternal health by providing personalised nutritional guidance throughout the journey of motherhood. Marma works with patients to understand their unique needs and provide individualised, holistic nutrition advice at every stage of motherhood.
  6. Kegg: Founded by Kristina Cahojova, Kegg empowers women with accurate and personalised fertility tracking solutions. By harnessing cervical fluid data, Kegg enables women to make informed decisions regarding their reproductive health.  Already in the hands of 25,000 women in the US, the company now has the world’s largest dataset on vaginal health and the unique ability to use machine learning to help drive predictive healthcare for women at scale.
  7. Cntrl+ Inc: Founded by Karen Brunet, Cntrl+ Inc. is a pioneering life science firm specialising in female wellness. Their company has innovatively crafted an over-the-counter reusable solution addressing female stress urinary incontinence. They are dedicated to exporting and distributing this product globally, offering an effective and environmentally friendly solution for women.
  8. Multitude Health: Founded by Casey Langwith, Multitude Health alleviates the pain of irritable bowel syndrome (IBS) through an app-based clinical program that teaches members cognitive behavioural therapy skills, plus a tightly integrated therapist-led peer community to restore a healthy brain-body connection.
  9. Myri Health: Founded by Dr Pinky Patel, Myri Health introduces a comprehensive postpartum resource app, catering to the diverse needs of new parents. By providing personalised rehabilitation, evidence-based resources and a community platform, Myri Health seeks to support the postpartum journey.
  10. Ursamin: Founded by Shannon Aylesworth, Ursamin offers a SaaS-based care coordination platform for patients living with multiple chronic illnesses. By fostering a team-based approach to care delivery, Ursamin aims to improve outcomes and reduce administrative burden for providers and patients alike.

The diversity of solutions to advancing women’s health exemplified by the participants of the Springboard Enterprises women’s health cohort gives us a preview into the transformative potential of innovation in women’s health on various fronts.

At Springboard Enterprises, we play a pivotal role in catalysing innovation and driving meaningful change within the healthcare industry. By empowering women-led companies and amplifying their impact, we move closer towards achieving equitable and comprehensive healthcare solutions.

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