How Femtech Brands Can Bridge the Credibility Gap in Women’s Health
Femtech leaders are in the most pivotal positions in women’s health history.
But, despite the rapid growth in innovations over the last two decades, awareness of women’s health issues is still lagging far behind.
Only 4% of healthcare research funding is currently allocated to women’s health issues, meaning:
Restricted innovation
Lack of professional and public awareness
Reduced market development
Not only is there a need for more sufficient data to further innovate and address the many challenges women face with their health, but there are several discrepancies in the data that does exist.
For example, the WHO says 10% of women have endometriosis, but The Global Burden of Disease says it's only 1-2%.
Times are changing, and women are increasingly looking beyond traditional healthcare and education systems for support. Innovators in women’s health, particularly fem-tech brands, are emerging as the new leaders and trusted voices shaping the future of women’s health.
The projected growth of the FemTech market to $83 billion by 2028 highlights the potential for femtech brands to revolutionise women's health.
Femtech innovators have the power to equip women with the knowledge and tools they need to take control of their health.
Building effective and accessible technologies is one thing, but the real change starts with educating women before, during, and after they use these tools.
By creating evidence-based educational content, you can close the awareness gap and support women on their health journeys by integrating content such as;
✔️ Blogs
✔️ Email newsletters
✔️ Videos
✔️ Webinars
✔️ Podcasts
But, it ain’t what you do; it’s the way that you do it... (and that’s what gets results 😉)
After helping healthcare clients develop strategies to build credibility and authority while attracting more of the right people, here are my three favourite content strategies for bridging the awareness gap.
3 Content Strategies to Bridge the Gap
#1 Partner with Healthcare Practitioners
Establishing credibility with your content starts by setting the tone through authoritative figures in women’s health, such as gynaecologists or obstetricians.
When reaching out:
Clarify your mission and values to demonstrate alignment with their expertise.
Share impactful success stories or data to highlight your brand’s positive impact on women's health.
Remember, healthcare practitioners will be selective about endorsing brands that align with their own values and prove effective in addressing women’s health issues, so it's essential to showcase how your femtech solution meets these criteria.
Suggest working together on things like joint webinars, podcasts, or articles to share accurate info with the joint goal of improving health outcomes for women.
These partnerships will not only benefit your community but also enhance authority in menstrual health innovation for both femtech innovators and healthcare professionals.
#2 Build a Resource Hub
As an innovator welcoming new women into your community, it’s on you to use your voice responsibly by sharing credible, accurate info to bridge the awareness gap. Many women lack the guidance needed to find solutions like yours.
By tackling pressing questions—from menstrual health to mental wellness—in an easy-to-understand way, you provide a reassuring crutch.
An effective content strategy for your hub means working smarter, not harder.
For example, one podcast can be turned into a blog series, featured in your newsletter, and broken into bite-sized posts for social media. This way, you're reaching more people across all channels and directing them back to your website
#3 Share Success Stories
One key ingredient in closing the awareness gap is sharing stories from real women who have overcome similar challenges with your service.
Gathering testimonials:
Reach out to happy customers through surveys, emails, or social media to collect testimonials and case studies.
Offer incentives like discounts or exclusive content for their participation.
Provide guidance and support to help them craft their stories authentically and relevantly.
Sharing stories with the community:
Leverage the most successful content types on your channels (such as reels on social Instagram) to engage your audience.
Incorporate these stories into articles and newsletters to reinforce credibility and highlight your solution's impact.
Use storytelling techniques to showcase the journey—from challenges to awareness, solutions, and outcomes—to resonate with your target audience.
Sharing these genuine stories helps women feel validated and less alone in their experiences. It also educates and inspires them to seek solutions, attracting more customers who can benefit from your femtech services.
The Bigger Picture
Your efforts to educate and empower women through strategic content are not just about closing the awareness gap—they’re about transforming women’s health outcomes for the better.
With 84% of women feeling unheard in healthcare settings, there’s a real need for more informed approaches.
Crafting compelling narratives and offering evidence-based resources enables you to effectively engage, attract, and empower women.
Develop your strategy first, then implement it consistently to effectively reach and resonate with the women who need your solutions most.
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My passion is guiding women to discover resources that help them take charge of their health. That's why I'm eager to connect them with you.
