The recent announcement of Flo Health’s $200 million funding round – which propelled it to unicorn status as Europe’s first femtech startup to reach a $1 billion valuation – has ignited passionate debate within the healthtech space.
The milestone achievement has been celebrated by many, but met with important questions about gender representation in the femtech sector – particularly given that many femtechs, including Flo, are founded by male entrepreneurs.
As the femtech industry continues to grow and attract significant attention from investors, it’s important to evaluate the role PR has in shaping narratives, promoting inclusivity and supporting female founders in this scaling sector.
So, what are the challenges and opportunities that lie ahead for female-founded femtech startups and how can PR support? Our healthtech sector specialists share their views.
The Tech perspective: Natalie Peat, Account Manager
There are so many extraordinary femtech companies that are founded by women – think Hertility, Elvie and TMRW Life Sciences. These are huge success stories – not only for the women behind them, but also for the women they go on to help. It’s time to celebrate their achievements in allowing femtech to step into the limelight.
Despite progress, the tech industry still grapples with diversity and inclusion, particularly when it comes to funding for female-led startups. The fact that Europe’s first femtech unicorn was founded by men suggests there are persistent challenges faced by women entrepreneurs when securing substantial investments.
However, from a PR perspective, when there is a challenge, there’s an opportunity. Given the current tech landscape, one of our key strategies must be profiling the women behind femtech – core to their brand’s identity and the consumers they serve. Our role is to not only share the impact and successes of these innovations, but amplify the women behind each femtech brand – in all stages of their growth journey.
Building trust
In the women’s health space, trust is everything. Humanising the brand by showcasing the passion, expertise and personal experiences of female founders can create a powerful connection with the target audience. Putting a face to the company, making it more relatable, transparent and memorable to investors and consumers alike makes all the difference.
Establishing credibility
Highlighting founders’ backgrounds, expertise and achievements also builds significant credibility, particularly in a sector where deep understanding and representation of women’s health is a differentiator. Profiling founders who bring both technical expertise and lived experiences can be very compelling.
Demonstrating thought leadership
Building on credibility, positioning founders as thought leaders through bylined opinion pieces and expert commentary significantly enhances a startup’s profile and sector leadership. These articles can talk about issues that are directly relatable to their target audiences, helping to build brand awareness and position founders as spokespeople of the femtech sector.
Attracting investment
Investors often bet on people as much as they do on ideas. Strong founder profiles can make a startup more attractive to potential investors. For female founders in femtech, sharing their unique insights, market understanding and successes to date can help elevate their standing and attract funding. While the numbers are important, we should not dismiss the importance of the people driving an idea forward.
Supporting growth
As startups scale, founder profiles can open doors to strategic partnerships, new talent and market opportunities. A well-crafted founder narrative can align with and support the company’s growth strategy – whether that’s expanding into new regions, launching new products, or pivoting to address emerging needs in women’s health.
The Healthcare perspective: Holly Scanlan, Senior Account Manager
Fuelling a healthy dialogue about gender equity
Gender equity is a crucial conversation in healthcare, especially when it comes to women’s health. Female founders of femtech companies have a unique opportunity to lead this discussion and push for the representation of women’s health needs in a historically male-dominated industry.
However, many challenges remain, from gender biases in clinical research to a lack of funding for women’s health initiatives. PR can play a vital role in highlighting these inequities, bringing them to the forefront of public discourse, and advocating for a more balanced approach to healthcare innovation.
Leveraging a range of opportunities within the healthcare landscape
The healthcare industry is evolving rapidly, and with it comes a wave of opportunities for femtech startups. From advancements in telemedicine to personalised healthcare solutions, femtech companies have the potential to revolutionise how women access care.
Effective PR strategies can help female founders navigate and leverage these emerging trends by placing them at the centre of healthcare conversations, whether by securing speaking engagements at industry-leading events or positioning them as experts in cutting-edge topics like digital health or fertility innovations across the national, consumer and trade media.
Contributing to the women’s health fight in a meaningful way
For femtech companies to make a lasting impact, they need to go beyond just developing innovative products—and be proactive in advocating for systemic change. It is this crucial point of difference that sets a founder apart in the eyes of the media, and in turn, consumers and industry peers. This could include campaigning for policy reforms that support women’s health or fighting for better representation in clinical trials.
PR can be instrumental in this by creating platforms for female founders to share their stories and engage with policymakers, healthcare professionals, and the wider public through thought leadership opportunities.
Whether through podcasts, forums, or case studies, PR helps ensure their voices are heard, driving awareness and advocating for meaningful improvements in women’s health.
In essence, PR is more than just a tool for visibility; it’s a powerful force that can help female founders in the femtech space shape the future of healthcare, drive gender equity, and support their company’s growth while pushing the broader women’s health agenda forward.
If you would like to discuss further the role PR can play in raising your profile as a founder, get in touch with our Healthcare team today.