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)

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
• Mulberry Lane Social

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! 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