Feminine By Design

What do we mean by “feminine” communication styles—and why do listening, empathy, trust, and community matter so much when building women’s health brands?

We talk with Ikram Guerd, General Manager (USA) and Chief Marketing Officer at Aspivix, to explore the impact of — and need for — empathy in designing gynecological products and procedures. We cover the importance of listening to women's voices, changing the narrative around gynecological care, and the role of education in empowering patients and providers. Ikram shares insights on marketing strategies for FemTech, the balance between clinical evidence and emotional storytelling, and recent wins in women's health guidelines.

Product Context: Carevix® by Aspivix, a female-friendly solution for transcervical procedures.
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:
Ikram Guerd, GM (USA) & CMO, Aspivix

Company & Product Links:
• Aspivix
• Carevix® (for USA)

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

Extras:
• Episode Mocktail Poster! Bees Knees Mocktail

Chapters:
00:00 Cold Open & Intro
01:50 Introducing Ikram Guerd
03:02 Pain Is the Problem That Went Ignored
06:41 Listening as a Catalyst for Change
08:12 Changing the Narrative to Invite Change in Care
13:02 When Stories and Evidence Work Together
17:24 The Importance of Finding Champions
22:43 Turning Patient Voices Into Strategic Pillars
25:00 How Social Accelerates Credibility
29:50 FemTech’s Responsibility in This Moment
32:43 A Patient Story That Says It All
36:54 Take Every Opportunity to Spread the Word
40:02 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