Across women's health devices — from at-home cancer screening to LARC — the person who buys the device and the person who decides to use it are increasingly different people. This talk introduces a simple diagnostic, "how much of the clinical appointment can you take away," to show why some brands can win with consumer marketing alone while others must build a service wrapped around a persistent appointment. It closes with three concrete moves brands can make regardless of where their product sits.

Women’s health is experiencing unprecedented innovation and investment, but great ideas do not automatically become successful businesses. This presentation will explore the critical steps between innovation and adoption, from understanding the customer and defining the value proposition to developing go-to-market strategies, building strategic partnerships, securing distribution, and creating sustainable growth. Drawing on decades of experience building and advising women’s health companies, the presentation will share practical lessons for turning opportunity into scalable business results.

Women’s health is seeing unprecedented innovation across medical devices, diagnostics, digital health and AI, yet breakthrough technology alone does not guarantee adoption. Drawing on real-world experience bringing women’s health MedTech from Europe to the U.S., this presentation explores what actually moves innovation from clinical evidence to clinician adoption, patient demand and commercial scale. It will examine how positioning, evidence, storytelling, KOL engagement and patient advocacy can work together to accelerate market adoption.