AI. The rise of the active patient. Changing expectations of care. New investment realities… The forces shaping FemTech are changing fast. And so are the rules for building brands people trust.

For our season finale, we talk with brand strategist Carolyn Rush and physician and healthcare entrepreneur Dr. Jenny Yu about the technological, cultural, and financial trends that could fundamentally change how FemTech brands grow — and what marketers may need to unlearn along the way.

A Perimenopositive™ podcast, powered by GrayMatter Agency, Inc.
©2026 GrayMatter Agency, Inc. (www.graymatter.agency)

See below for full list of series episodes.

Guests:
Carolyn Rush, Senior Strategy Director, Koto
Dr. Jenny Yu, Sixth House Advisory

Company Links:
• Koto
• Sixth House Advisory

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! Fizzy Logic: link t/k

Chapters:
00:00 Cold Open and Intro
02:27 Introducing Carolyn Rush and Dr. Jenny Yu
03:37 What We Learned Along the Way
08:06 AI, Trust, and the Rules of Engagement
20:43 Building a Brand That Can Grow
27:10 Bridging Expertise and Understanding
34:12 The Rise of the Active Patient
37:36 Building Trust Into the Brand
44:16 What Makes a FemTech Business Investable
48:43 The Patient Experience Is the Trend
51:41 What Marketers Need to Unlearn
52:56 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)   / 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    / 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