The FemTech Social Media Playbook

Empowering a FemTech Sales Force

When your product disrupts a conservative category to fix what the standard of care has failed to solve, how do you approach commercialization — and equip reps to connect? We talk with Debbie Garner, President of FEMSelect, Ltd., and explore what it takes to enable sales teams, challenge the status quo, and lead customer journeys to fruition. We also touch on some of the obstacles faced by FemTech companies, the need for collaboration within the industry, and the importance of persistence and learning from failures in the pursuit of healthcare innovation. Product Context: FEMSelect's minimally invasive EnPlace® Technology for pelvic organ prolapse. This discussion is for informational purposes only and does not constitute medical or investment advice. A Perimenopositive™ podcast, powered by GrayMatter Agency, Inc. ©2025 GrayMatter Agency, Inc. (www.graymatter.agency [https://graymatter.agency/]) See below for full list of series episodes. Guest: Deborah Garner, President, FEMSelect, Ltd. Company & Product Links: • FEMSelect [https://www.femselect.com/] • En-Place® [https://www.femselect.com/enplace-technology/] Creator Link: • GrayMatter Agency: https://graymatter.agency/ [https://graymatter.agency/] Show Resources: • It's Time for FemTech to Step Up [https://www.graymatter.agency/femtech/] — marketing insights, strategies, and tactics for women's health brands • Episode Webpage: link t/k Extras: • Episode Mocktail Poster! Blushing Arnold Palmer: link t/k Chapters: 00:00 Cold Open and Intro 01:49 Introducing Debbie Garner 02:37 The Patient and the Problem 04:42 Shortcomings of the Status Quo 07:04 Commercializing Change in a Conservative Category 09:40 Challenging the Standard of Care 12:47 Equipping Reps Beyond Product Talk 15:31 Stewarding Adoption 18:13 Selling in the Shadow of Risk 22:54 Reimbursement, Resistance, and Early Momentum 25:22 Scaling Through Collaboration 29:06 Playing the Long Game 31:03 Thank You and Outro Series Episodes: • Ep.1 Let’s Set the Record Straight TOPIC: Unlocking opportunities in a world of misinformation for credible, emotionally intelligent marketing. GUEST: DR. C (THE VAG DOC) https://www.tiktok.com/@thevagdoc • Ep.2 Feminine by Design TOPIC: Harnessing the powers of empathy, listening, and community to shape brand relevance. GUEST: IKRAM GUERD, Aspivix • Ep.3 Leading the Shift TOPIC: Changing the conversation to open minds, spark dialogue, and move markets. GUEST: TRACY MACNEAL, Materna Medical • Ep.4 The Art of Being Human TOPIC: Transitioning your voice from clinical to conversational for authentic, relatable connection. GUESTS: DR. MANDY PULLIAM and CHRISTINA REITA, Axena Health • Ep.5 The Power (and Pitfalls) of Influence TOPIC: Working with creators, ambassadors, and UGC to build trust and amplify impact. GUEST: ERICA GATLIN, CEG Agency • Ep.6 The FemTech Social Media Playbook TOPIC: Platform strategies to make your message stick and spread. GUEST: DR. ANJALI MALIK, BRCA Strong  https://www.tiktok.com/@anjalimalikmd • Ep.7 What Investors Really Want TOPIC: Insider perspectives on winning attention and securing funding in women’s health. GUEST: AMY MILLMAN, StageNext LLC • Ep.8 Empowering a FemTech Sales Force TOPIC: Modern sales enablement strategies that drive connection, confidence, and results. GUEST: DEBBIE GARNER, FemSelect Ltd. • Ep.9 Trends That Could Change Everything TOPIC: Innovations and ideas shaping the next era of FemTech marketing. GUESTS: CAROLYN RUSH, Koto and DR. JENNY YU Click here to view the episode transcript. [https://share.transistor.fm/s/4764d525/transcript]

What Investors Really Want

Despite explosive growth projections, why does FemTech funding still lag? And how can embracing a marketing mindset help you give investors reason to lean in? We have a very engaging conversation with Amy Millman, Managing Partner of the StageNext Fund, and get her insights on the challenges and opportunities facing women entrepreneurs and women's health innovators in the investment landscape. We discuss the importance of understanding the investor's perspective, crafting compelling pitches, establishing credibility and trust, being clear about your goals — and the significance of leveraging your networks and your own credentials. We also strip down the elusive "aha moment" you hear so much about. A Perimenopositive™ podcast, powered by GrayMatter Agency, Inc. ©2025 GrayMatter Agency, Inc. (www.graymatter.agency [https://graymatter.agency/]) See below for full list of series episodes. Guest: Amy Millman, Managing Partner, StageNext LLC Company Link: StageNext LLC [https://stagenext.vc/] Creator Link: • GrayMatter Agency: https://graymatter.agency/ [https://graymatter.agency/] Show Resources: • It's Time for FemTech to Step Up [https://www.graymatter.agency/femtech/] — marketing insights, strategies, and tactics for women's health brands • Episode Webpage: link t/k Extras: • Episode Mocktail Poster! Mimosa Mocktail: link t/k Chapters: 00:00 Cold Open and Intro 01:55 Introducing Amy Millman 03:06 What Investors Notice First 04:35 Creating the Aha Moment 08:43 Knowing Your Audience 11:31 Leading With the Business Case 19:46 Owning Your Plan 24:25 Building and Rebuilding Your Deck for Success 31:55 The Reality of Gender Bias in the Room 38:54 Building Networks That Open Doors 41:06 The Power of the Team 43:10 Getting Very Good at Presenting Yourself 52:27 Final Thoughts 54:42 Thank You and Outro Series Episodes: • Ep.1 Let’s Set the Record Straight TOPIC: Unlocking opportunities in a world of misinformation for credible, emotionally intelligent marketing. GUEST: DR. C (THE VAG DOC) https://www.tiktok.com/@thevagdoc • Ep.2 Feminine by Design TOPIC: Harnessing the powers of empathy, listening, and community to shape brand relevance. GUEST: IKRAM GUERD, Aspivix • Ep.3 Leading the Shift TOPIC: Changing the conversation to open minds, spark dialogue, and move markets. GUEST: TRACY MACNEAL, Materna Medical • Ep.4 The Art of Being Human TOPIC: Transitioning your voice from clinical to conversational for authentic, relatable connection. GUESTS: DR. MANDY PULLIAM and CHRISTINA REITA, Axena Health • Ep.5 The Power (and Pitfalls) of Influence TOPIC: Working with creators, ambassadors, and UGC to build trust and amplify impact. GUEST: ERICA GATLIN, CEG Agency • Ep.6 The FemTech Social Media Playbook TOPIC: Platform strategies to make your message stick and spread. GUEST: DR. ANJALI MALIK, BRCA Strong  https://www.tiktok.com/@anjalimalikmd • Ep.7 What Investors Really Want TOPIC: Insider perspectives on winning attention and securing funding in women’s health. GUEST: AMY MILLMAN, StageNext LLC • Ep.8 Empowering a FemTech Sales Force TOPIC: Modern sales enablement strategies that drive connection, confidence, and results. GUEST: DEBBIE GARNER, FemSelect Ltd. • Ep.9 Trends That Could Change Everything TOPIC: Innovations and ideas shaping the next era of FemTech marketing. GUESTS: CAROLYN RUSH, Koto and DR. JENNY YU Click here to view the episode transcript. [https://share.transistor.fm/s/af4ad942/transcript]

The FemTech Social Media Playbook

Social media is where women’s health conversations are happening — and it offers a real opportunity to build credibility, trust, and connection when approached with intention. How can FemTech marketers participate meaningfully without compromising that credibility? In this episode, we talk with Dr. Anjali Malik, a board-certified breast imaging radiologist and trusted clinician voice online, about what thoughtful social media participation looks like. From choosing the right platforms to understanding the hidden labor behind credible content, this conversation helps FemTech founders and marketers think more clearly about where to invest, how to show up responsibly, and why restraint can be just as powerful as reach. A Perimenopositive™ podcast, powered by GrayMatter Agency, Inc. ©2025 GrayMatter Agency, Inc. (www.graymatter.agency [https://graymatter.agency/]) See below for full list of series episodes. Guest: Dr. Anjali Malik, BRCA Strong Guest Links: Instagram/anjalimalikmd [https://www.instagram.com/anjalimalikmd] TikTok/@anjalimalikmd [https://www.tiktok.com/@anjalimalikmd] Creator Link: • GrayMatter Agency: https://graymatter.agency/ [https://graymatter.agency/] Show Resources: • It's Time for FemTech to Step Up [https://www.graymatter.agency/femtech/] — marketing insights, strategies, and tactics for women's health brands • Episode Webpage: link t/k Extras: • Episode Mocktail Poster! Dirty Coconut Coke: link t/k Chapters: 00:00 Cold Open and Intro 02:02 Introducing Dr. Anjali Malik 05:38 Why Clinician Voices Matter Online 07:37 Information vs. Influence 12:15 Showing Up With Intention 16:03 The Hidden Labor Behind Credible Content 21:25 Why Misinformation Travels Faster 26:05 Building Credible Alternatives 31:11 Where Brands Should Invest 35:25 Stewarding Influence 46:44 Thank You and Outro Series Episodes: • Ep.1 Let’s Set the Record Straight TOPIC: Unlocking opportunities in a world of misinformation for credible, emotionally intelligent marketing. GUEST: DR. C (THE VAG DOC) https://www.tiktok.com/@thevagdoc • Ep.2 Feminine by Design TOPIC: Harnessing the powers of empathy, listening, and community to shape brand relevance. GUEST: IKRAM GUERD, Aspivix • Ep.3 Leading the Shift TOPIC: Changing the conversation to open minds, spark dialogue, and move markets. GUEST: TRACY MACNEAL, Materna Medical • Ep.4 The Art of Being Human TOPIC: Transitioning your voice from clinical to conversational for authentic, relatable connection. GUESTS: DR. MANDY PULLIAM and CHRISTINA REITA, Axena Health • Ep.5 The Power (and Pitfalls) of Influence TOPIC: Working with creators, ambassadors, and UGC to build trust and amplify impact. GUEST: ERICA GATLIN, CEG Agency • Ep.6 The FemTech Social Media Playbook TOPIC: Platform strategies to make your message stick and spread. GUEST: DR. ANJALI MALIK, BRCA Strong  https://www.tiktok.com/@anjalimalikmd • Ep.7 What Investors Really Want TOPIC: Insider perspectives on winning attention and securing funding in women’s health. GUEST: AMY MILLMAN, StageNext LLC • Ep.8 Empowering a FemTech Sales Force TOPIC: Modern sales enablement strategies that drive connection, confidence, and results. GUEST: DEBBIE GARNER, FemSelect Ltd. • Ep.9 Trends That Could Change Everything TOPIC: Innovations and ideas shaping the next era of FemTech marketing. GUESTS: CAROLYN RUSH, Koto and DR. JENNY YU Click here to view the episode transcript. [https://share.transistor.fm/s/be14fbb7/transcript]

The Power (and Pitfalls) of Influence

From expert creators to real-world voices, influencers play a major role in shaping health decisions. It makes sense to want to harness that power to market your brand. Should you? If so — how? We talk with Erica Gatlin, Director of Partnerships at CEG Agency and Founder of Mulberry Lane Social Influence, to explore the realities of influencer marketing — UGC, whitelisting, brand ambassadors, realistic expectations, and how to work with agencies and the right creators to amplify your message. We discuss the importance of authentic content, knowing who your audience is, and building genuine relationships with content creators — and reveal the danger of "chasing unicorns." A Perimenopositive™ podcast, powered by GrayMatter Agency, Inc. ©2025 GrayMatter Agency, Inc. (www.graymatter.agency [https://graymatter.agency/]) See below for full list of series episodes. Guest: Erica Gatlin, Dir. of Partnerships, CEG Agency; Founder, Mulberry Lane Social Influence Company & Profile Links: • CEG Agency [https://weareceg.com/] • Mulberry Lane Social [https://www.bark.com/en/us/company/mulberry-lane-social-influence/ZjkwQ/] Creator Link: • GrayMatter Agency: https://graymatter.agency/ [https://graymatter.agency/] Show Resources: • It's Time for FemTech to Step Up [https://www.graymatter.agency/femtech/] — marketing insights, strategies, and tactics for women's health brands • Episode Webpage: link t/k Extras: • Episode Mocktail Poster! Sweet & Sour Cherry Sparkler: link t/k Chapters: 00:00 Cold Open and Intro 02:07 Introducing Erica Gatlin 02:42 Knowing Your Audience and Your Objective 07:14 Authenticity Can’t Be Scripted 09:01 Whitelisting vs. Sponsored (and Why It Matters) 10:50 Measuring What “Success” Really Means 14:34 Guardrails in a Regulated World 17:57 Contracts, Control, and Long-Term Partnerships 21:45 Vulnerability, Sensitivity, and Real Stories 25:53 Influence is an Investment and a Long Game 29:21 Thank You and Outro Series Episodes: • Ep.1 Let’s Set the Record Straight TOPIC: Unlocking opportunities in a world of misinformation for credible, emotionally intelligent marketing. GUEST: DR. C (THE VAG DOC) https://www.tiktok.com/@thevagdoc • Ep.2 Feminine by Design TOPIC: Harnessing the powers of empathy, listening, and community to shape brand relevance. GUEST: IKRAM GUERD, Aspivix • Ep.3 Leading the Shift TOPIC: Changing the conversation to open minds, spark dialogue, and move markets. GUEST: TRACY MACNEAL, Materna Medical • Ep.4 The Art of Being Human TOPIC: Transitioning your voice from clinical to conversational for authentic, relatable connection. GUESTS: DR. MANDY PULLIAM and CHRISTINA REITA, Axena Health • Ep.5 The Power (and Pitfalls) of Influence TOPIC: Working with creators, ambassadors, and UGC to build trust and amplify impact. GUEST: ERICA GATLIN, CEG Agency • Ep.6 The FemTech Social Media Playbook TOPIC: Platform strategies to make your message stick and spread. GUEST: DR. ANJALI MALIK, BRCA Strong  https://www.tiktok.com/@anjalimalikmd • Ep.7 What Investors Really Want TOPIC: Insider perspectives on winning attention and securing funding in women’s health. GUEST: AMY MILLMAN, StageNext LLC • Ep.8 Empowering a FemTech Sales Force TOPIC: Modern sales enablement strategies that drive connection, confidence, and results. GUEST: DEBBIE GARNER, FemSelect Ltd. • Ep.9 Trends That Could Change Everything TOPIC: Innovations and ideas shaping the next era of FemTech marketing. GUESTS: CAROLYN RUSH, Koto and DR. JENNY YU Click here to view the episode transcript. [https://share.transistor.fm/s/9f7573ae/transcript]

The Art of Being Human

Medical device marketing has long been formal and risk-averse. But if you're not human, you're not heard. We talk with two leaders at Axena Health — Mandy Pulliam and Christina Reita — to explore how the team behind the groundbreaking Leva Pelvic Health System addresses clinical correctness and approachability in their messaging. We discuss the importance of tone and language choices, empowering women through education and accessible solutions, and collaboration among teams to ensure that messaging is both clinically credible and approachable. We also touch on the changing dynamics in patient-provider conversations and the impact of generational differences on health discussions. Product Context: Leva Pelvic Health System by Axena Health. This discussion is for informational purposes only and does not constitute medical or investment advice. A Perimenopositive™ podcast, powered by GrayMatter Agency, Inc. ©2025 GrayMatter Agency, Inc. (www.graymatter.agency [https://graymatter.agency/]) See below for full list of series episodes. Guests: Dr. Samantha (Mandy) Pulliam, CEO, Axena Health Christina Reita, Vice President of Sales and Marketing, Axena Health Company & Product Links: • Axena Health [https://axenahealth.com/] • Leva [https://levacares.com/] Pelvic Health System Creator Link: • GrayMatter Agency: https://graymatter.agency/ [https://graymatter.agency/] Show Resources: • It's Time for FemTech to Step Up [https://www.graymatter.agency/femtech/] — marketing insights, strategies, and tactics for women's health brands • Episode Webpage: link t/k Extras: • Episode Mocktail Poster! Nojito: link t/k Chapters: 00:00 Cold Open and Intro 01:56 Introducing Mandy Pulliam and Christina Reita 04:57  Making the Medically Important Approachable 07:23 Designing For Clarity and Real Life 10:49 The Impact of Simple Language Changes 14:49 Collaborating With Trust 17:34 Making Data Meaningful 21:50 Shifting From Funnels to Care Journeys 27:40 Results of a Successful Approach 29:37 A Cultural Shift in Women’s Health Conversations 34:14 The Best Therapy? One That She’ll Do 38:00 Follow Your North Star 39:52 Thank You and Outro Series Episodes: • Ep.1 Let’s Set the Record Straight TOPIC: Unlocking opportunities in a world of misinformation for credible, emotionally intelligent marketing. GUEST: DR. C (THE VAG DOC) https://www.tiktok.com/@thevagdoc • Ep.2 Feminine by Design TOPIC: Harnessing the powers of empathy, listening, and community to shape brand relevance. GUEST: IKRAM GUERD, Aspivix • Ep.3 Leading the Shift TOPIC: Changing the conversation to open minds, spark dialogue, and move markets. GUEST: TRACY MACNEAL, Materna Medical • Ep.4 The Art of Being Human TOPIC: Transitioning your voice from clinical to conversational for authentic, relatable connection. GUESTS: DR. MANDY PULLIAM and CHRISTINA REITA, Axena Health • Ep.5 The Power (and Pitfalls) of Influence TOPIC: Working with creators, ambassadors, and UGC to build trust and amplify impact. GUEST: ERICA GATLIN, CEG Agency • Ep.6 The FemTech Social Media Playbook TOPIC: Platform strategies to make your message stick and spread. GUEST: DR. ANJALI MALIK, BRCA Strong  https://www.tiktok.com/@anjalimalikmd • Ep.7 What Investors Really Want TOPIC: Insider perspectives on winning attention and securing funding in women’s health. GUEST: AMY MILLMAN, StageNext LLC • Ep.8 Empowering a FemTech Sales Force TOPIC: Modern sales enablement strategies that drive connection, confidence, and results. GUEST: DEBBIE GARNER, FemSelect Ltd. • Ep.9 Trends That Could Change Everything TOPIC: Innovations and ideas shaping the next era of FemTech marketing. GUESTS: CAROLYN RUSH, Koto and DR. JENNY YU Click here to view the episode transcript. [https://share.transistor.fm/s/57a392fe/transcript]