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Ep 533: Why Community Should Precede Paid: Mira’s Femtech Playbook

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Manage episode 499549311 series 2899866
Content provided by DTC Newsletter and Podcast and DTC Newsletter. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by DTC Newsletter and Podcast and DTC Newsletter or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Subscribe to DTC Newsletter - https://dtcnews.link/signup

Katherine Sakovich, CMO at Mira, shares how Mira scaled from chaos to a multi‑product hormonal health platform via community-led, educative marketing. Highlights explore positioning tactics, messaging for sensitive journeys, product‑marketing integration, and the evolving role of AI.

Key Moments:

  • Built early beta‑tester community into 18,000-member brand ambassador network
  • Laid tagline-offfer-tested messaging over media buys to human stories
  • Designed marketing hires as strategic freelancers to scale
  • Used beta feedback to inform educational and emotional copy strategy
  • Layered performance media once trust and voice were grounded
  • Positioned each product launch like an iPhone upgrade for community anticipation
  • Partner-generated webinars (with doctors) became evergreen funnel assets
  • Deployed AI in support and fraud prevention—still cautious with patient‑facing AI

Timestamps

00:00 Katherine’s journey to becoming CMO at Mira

02:00 Launching Mira from scratch and early growth strategies

06:00 First key marketing hires and team structure

08:00 How Mira built community and organic traction

13:00 Webinar strategy and content wheel for education

16:00 How product launches fueled Mira’s long-term growth

20:00 In-house vs agency media buying and working with Pilothouse

24:00 Partnership strategies that actually worked

27:00 Mira’s next phase of growth and top-of-funnel focus

30:00 How Mira uses AI in support, creative, and operations

33:00 Favorite SaaS tools and tech stack powering Mira

Hashtags

#DTCMarketing #HealthTech #FemTech #StartupGrowth #CMOInsights #CommunityMarketing #ContentStrategy #MediaBuying #EcommerceStrategy #DirectToConsumer

Subscribe to DTC Newsletter - https://dtcnews.link/signup

Advertise on DTC - https://dtcnews.link/advertise

Work with Pilothouse - https://dtcnews.link/pilothouse

Follow us on Instagram & Twitter - @dtcnewsletter

Watch this interview on YouTube - https://dtcnews.link/video

  continue reading

636 episodes

Artwork
iconShare
 
Manage episode 499549311 series 2899866
Content provided by DTC Newsletter and Podcast and DTC Newsletter. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by DTC Newsletter and Podcast and DTC Newsletter or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Subscribe to DTC Newsletter - https://dtcnews.link/signup

Katherine Sakovich, CMO at Mira, shares how Mira scaled from chaos to a multi‑product hormonal health platform via community-led, educative marketing. Highlights explore positioning tactics, messaging for sensitive journeys, product‑marketing integration, and the evolving role of AI.

Key Moments:

  • Built early beta‑tester community into 18,000-member brand ambassador network
  • Laid tagline-offfer-tested messaging over media buys to human stories
  • Designed marketing hires as strategic freelancers to scale
  • Used beta feedback to inform educational and emotional copy strategy
  • Layered performance media once trust and voice were grounded
  • Positioned each product launch like an iPhone upgrade for community anticipation
  • Partner-generated webinars (with doctors) became evergreen funnel assets
  • Deployed AI in support and fraud prevention—still cautious with patient‑facing AI

Timestamps

00:00 Katherine’s journey to becoming CMO at Mira

02:00 Launching Mira from scratch and early growth strategies

06:00 First key marketing hires and team structure

08:00 How Mira built community and organic traction

13:00 Webinar strategy and content wheel for education

16:00 How product launches fueled Mira’s long-term growth

20:00 In-house vs agency media buying and working with Pilothouse

24:00 Partnership strategies that actually worked

27:00 Mira’s next phase of growth and top-of-funnel focus

30:00 How Mira uses AI in support, creative, and operations

33:00 Favorite SaaS tools and tech stack powering Mira

Hashtags

#DTCMarketing #HealthTech #FemTech #StartupGrowth #CMOInsights #CommunityMarketing #ContentStrategy #MediaBuying #EcommerceStrategy #DirectToConsumer

Subscribe to DTC Newsletter - https://dtcnews.link/signup

Advertise on DTC - https://dtcnews.link/advertise

Work with Pilothouse - https://dtcnews.link/pilothouse

Follow us on Instagram & Twitter - @dtcnewsletter

Watch this interview on YouTube - https://dtcnews.link/video

  continue reading

636 episodes

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