Why Communication is the Competitive Advantage in Women’s Health
By Rachael Pay, President Health Weber Shandwick, EMEA
Innovation in women’s health is at a pivotal moment, propelled by landmark investments like the Gates Foundation’s largest-ever single commitment to this space. Such high-profile funding not only underscores the urgency of addressing long-overlooked health needs but also shines a spotlight on the remarkable potential and investability of women’s health innovation.
Science, investment, and policy are converging to create extraordinary opportunities for groundbreaking solutions, from digital diagnostics to midlife health support. However, one decisive factor will go a long way in determining which of these advancements scale, secure the right partnerships and ultimately change lives: communication.
Across the women’s health landscape, even the most transformative ideas can falter not because the science is flawed, but because the story isn’t clear. Too often, trailblasing founders underestimate the power of narrative to shape perception, build trust and rally support from investors, clinicians, employers, policymakers and ultimately women as consumers.
At its core, innovation in women’s health is about shifting societal perspectives. It’s about bringing menopause from the margins into mainstream workplace benefits. It’s about reframing fertility support and maternal health as a fundamental right not a perk. It’s about elevating conditions that have long been overlooked or underfunded and positioning them as priority issues impacting women to the detriment of society.
And at the heart of all this lies the power of communication.
Strategic storytelling can be the make-or-break factor that takes a promising femtech innovation from obscurity to impact. Here are three companies leading the way, leveraging communications to achieve transformative results:
Myoovi: Leading with Empathy and Lived Experience
As the mother of three daughters, I’ve seen first-hand the impact empathy-led innovation can have on young women’s lives. Myoovi, a pioneering femtech company, has transformed how users experience and relate to TENS technology. By centering their communication strategy on drug-free, wearable pain relief that blocks menstrual and pelvic pain signals, Myoovi has created a product that feels empowering and relatable, not medicalised or inaccessible.
Their success isn’t just rooted in their product but in the community they’ve cultivated. Platforms like Reddit have become hubs of user support and advice-sharing, demonstrating how fostering inclusive, dialogue-centered communication can build allegiance and long-term trust.
Clue: Driving Adoption Through Founder-Led Storytelling
Clue, the Berlin-based menstrual health app now used by approximately 10 million globally, built its reputation through authenticity and founder-led storytelling. Co-founder Ida Tin’s ability to marry personal anecdotes with compelling data-driven insights has set the brand apart. Tin’s public discussions about how her own journey shaped the development of Clue have humanised the company and built trust across diverse audiences from everyday users to clinicians, investors, and global health advocates.
The emotional resonance of her narrative has not only created a loyal user base but also established Clue as a scientifically credible leader in the femtech space, proving the power of personal passion combined with rigorous data.
Kindbody: Repositioning Women’s Health as Workforce Infrastructure
U.S.-based fertility and family-building benefits provider Kindbody has redefined how employers view women’s health by strategically aligning their services with corporate priorities. Their messaging positions fertility support not just as a personal health benefit but as a business investment and one that drives employee retention, satisfaction, and diversity.
This approach has resonated deeply with employers, securing high-profile partnerships with companies like Walmart and establishing Kindbody as a leader in reshaping workplace healthcare benefits. By linking personal impact with measurable business outcomes, Kindbody’s narrative has successfully reframed women’s health as an essential component of workforce strategy.
Women’s health innovation is at a tipping point. After decades of underfunding and marginalisation, advancements in technology and treatments are finally converging with a growing global recognition of their importance.
The companies that thrive will recognise that science alone is not enough. The ability to craft a compelling narrative, to inspire trust, foster understanding and rally support will be the competitive advantage in this field. By focusing on communication as a strategic priority, the femtech leaders of today can shape the societal and economic impact of women’s health for generations to come.
