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)

See below for full list of series episodes.

Guest:
Deborah Garner, President, FEMSelect, Ltd.

Company & Product Links:
• FEMSelect
• En-Place®

Creator Link:
• GrayMatter Agency: https://graymatter.agency/

Show Resources:
• It's Time for FemTech to Step Up — 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