Femtech is growing massively in 2023, and femtech copywriters are rising to meet these companies' marketing demands. But even as someone who’s been rolling around in the women’s health marketing space for years, I found myself wondering, “What exactly is femtech?”
To be honest, I immediately dismissed the term. After all, why wouldn’t technology for women simply be called “tech?” And, I also have concerns about data privacy in some of the top period tracking apps…can someone please remind me why that kind of data isn’t covered by HIPAA?
But, femtech has caught on, and caught on in a big way. It’s expected to grow to a projected $103 billion market by 2030. So as a women’s health copywriter, I’m here for it.
Here’s how femtech copywriting will be huge in 2023 and beyond.
What Does Femtech Mean?
Femtech means any sort of technology, device, wearable, or app that aims to improve women’s health. I’d argue that the term femtech has also evolved to include services and over-the-counter treatments that target female health. Femtech, therefore, refers to any product having to do with pregnancy, postpartum care, menopause, periods, hormonal struggles, PMS, and diseases or conditions unique to the uterus, pelvic floor, vulva, or vagina. Femtech can also refer to products that enhance or encourage sexual pleasure.
Before we go any further — we have to discuss the origins of the word femtech. It’s believed that period app Clue founder Ida Tin coined the phrase femtech as a way to make investors (who are largely male) comfortable talking about female-forward topics.
Yes, this is incredibly eye-roll inducing.
But, it’s also the reality of the world we live in. Women’s health has been woefully neglected over the years…it receives only a small percentage of research allocation and funding globally.
So, if we need to use a sanitized term to get funding for more research and more products that can help women who desperately need it — then let’s embrace the term “femtech” until a better word comes along, right?
Is Femtech An Inclusive Term?
We also have to talk about the realities of marketing a femtech product in an inclusive way. I can’t speak for everyone in the women’s health space — but most of us want to make everyone feel welcome. Women, those assigned female at birth, non-binary individuals, trans people…everyone.
But some people argue that femtech isn’t exactly an inclusive term. It’s lumping people together based on biology, and simultaneously excluding trans men who may still have reason to manage things like their hormones, pelvic floor, or menopause.
I wish I knew what the right answer was here — but my hope is that others who are much younger than I am will figure this one out and we’ll soon have a term that includes everyone effortlessly.
Femtech Examples
It seems there’s always a bit of femtech news popping up almost daily.
Which is great, because that means founders are using the momentum created by the femtech movement to advance women’s health and create solutions we desperately need.
Some of the current examples of femtech include:
Flyte: A device that helps you strengthen your pelvic floor muscles in just 6 weeks. This helps prevent pelvic organ prolapse and urine leaks, too.
Embr Wave: Wristband that helps menopausal and perimenopausal women control hot flashes and night sweats. Sign me up!
Natural Cycles: An app that digitizes the fertility awareness method of contraception. You can now use it in conjunction with an OURA ring that measures your basal body temperature while you sleep. This tells you if you’ve ovulated and alerts you to your fertile window.
Hummingway: Adhesive patches that deliver transdermal relief from period pain.
Emulait: Baby bottles that come in a wide range of skin tones that *actually* mimic the size and shape of real breasts so your baby can seamlessly switch between bottle and breast.
Elektra Health: An online platform for menopause care…because I can tell you from personal experience — menopause is no joke and most doctors are not equipped to assist you on the journey.
The Matrescence: Community of mothers supporting one another’s health and mental health through the process of becoming a mom.
Obviously, these are only a select few femtech brands that have come across my radar lately that I’m loving. There are hundreds more in various stages of funding that I know will change the landscape of women’s health for the better. It’s such an exciting time!
What Copywriters Do, And How They Help Femtech Startups
A femtech copywriter is a writer that creates marketing copy and/or content. A femtech copywriter takes a potentially complicated product and creates a marketing message that helps sell it.
A femtech copywriter may help a startup develop its messaging for website copy. Or write an email sequence that welcomes new subscribers and creates loyal customers for life. Femtech copywriters can also write SEO-infused blog posts to drive traffic to your website. And — femtech copywriters can write long-form or short-form ads, landing pages, sales pages, and white papers.
Basically, a femtech copywriter writes words that make investors and customers take action.
Looking For A Femtech Copywriter?
Whether your product is ready for market or still in funding, it might make sense to hire a copywriter who can help you hone your message and develop a marketing strategy. Having the right marketer in your corner can be a huge time saver and a major revenue booster.
I’d love to be that copywriter! Just click here to fill out a quick application and I’ll be in touch pronto.