We manage media relations for FemTech companies using a focused reporter list, a launch schedule aligned with the news cycle instead of the internal calendar, and follow-up beyond the first hit.
The Problem
Launch timing follows the internal calendar rather than the news cycle
Companies routinely schedule a launch or funding announcement around a board meeting or investor preference without checking what else is competing for the same reporters' attention that week. A launch that lands during a bigger FemTech story, a major funding round elsewhere in the category, or a health conference gets buried regardless of how good the news actually is. Getting the timing right requires watching the category's news rhythm, not just the company's own calendar.
The reporter list comes from a generic media database rather than genuine beat knowledge
A mass press release sent to a bought media list of 'health and tech' reporters gets ignored by the handful of journalists who actually cover FemTech closely and remember which companies pitch them something real. Reporters who cover fertility, hormone health, or women's health benefits are a small, specific group, and pitching them the same generic release sent to five hundred other contacts reads as spam. The companies that land consistent coverage know which six or eight reporters actually matter for their specific story.
A single placement is treated as the finish line rather than the beginning
A single launch story in a trade publication generates a screenshot for the investor update and then nothing else happens with it. Reporters covering adjacent beats, industry newsletters, podcast hosts, and analysts who track the category never see the story because there's no follow-through plan to extend a single placement into a wider wave of secondary coverage. The compounding value of PR comes from that second and third wave, not the first hit.
Claims in the health pitch go beyond what the company can actually substantiate
A pitch that leads with an outcome the company can't cite a source for gets forwarded to a reporter's fact-checking process or ignored outright, since health and tech reporters have been burned before by FemTech overclaiming. Companies that haven't done the work to separate what they can substantiate from what sounds compelling end up either watering down the pitch at the last minute or sending something that invites a skeptical follow-up instead of a story.
How We Help
We begin by mapping the news cycle around your launch window, assessing what else may compete for attention from the same reporters, whether it's a category funding announcement, a conference, or a larger health story that could bury your news. We then choose a realistic launch date, sometimes shifting it earlier or later than the internal preference, because the story gets only one chance to land.
We then create a reporter list through genuine beat research, not a purchased database. That involves finding the specific handful of journalists who closely cover FemTech, fertility, or women's health benefits, reviewing their recent work, and determining which angle would genuinely interest each person instead of sending everyone the same release. Even for one announcement, a pitch to a workplace benefits reporter should differ from one aimed at someone covering consumer health apps.
We shape the pitch around what you can substantiate today: published data, a named clinical advisor, or a specific customer outcome that can be described without making up numbers. This helps the pitch withstand a skeptical reporter's follow-up questions rather than unraveling as soon as someone requests a source.
Following the initial placement, we launch a secondary wave, pitching adjacent beat reporters, industry newsletters, and relevant podcasts with the first placement's credibility as the hook. This step generates most of the compounding coverage volume, yet many companies skip it because they view the first hit as the finish line.
We track every pitch and placement, showing which angle led to coverage and which reporters are worth approaching again for the next announcement. The result is a genuine relationship list rather than starting from scratch each cycle.
What we deliver
- News cycle mapping to set a launch date that isn't competing with bigger category news
- Reporter list built from beat research, not a purchased media database
- Substantiated pitch built to survive a skeptical reporter's follow-up questions
- Secondary wave pitching to adjacent beats and newsletters after the first placement
A launch has one true opportunity in the news cycle. Most FemTech PR falls short not because the story lacks strength, but because it goes live on the wrong day with a reporter list that was never designed for it.
Our Methodology
Our PR engagements operate as a 90-day sprint centered on a particular launch or announcement. Days 1-30 include news cycle mapping, reporter list development, and pitch creation, with close collaboration from your team to verify precisely which claims can be substantiated. During days 30-60, we deliver the launch pitch to the primary reporter list and manage the first coverage wave, refining the angle in real time according to which reporters respond and how they react. Days 60-90 focus on the secondary wave, using the credibility of the first placement to pitch adjacent beats and newsletters, then providing your team with a reporter relationship list for the next announcement so they don't have to start over. Unlike a retainer agency that charges based on release distribution volume, we're working toward a defined launch result and a reusable reporter list.
How Our Process Works
The opening three weeks center on researching the news cycle and developing the reporter list, which calls for input from your team about the claims and data points ready for public release. Weeks four to eight involve active pitching and launch-day coordination, including daily check-ins throughout the launch window because reporter response timing can be unpredictable.
Days 60-90 move into the secondary wave and a complete report detailing which reporters replied, which angles succeeded, and which did not. That means the next announcement begins with real data rather than an empty list. Most companies retain us for at least one complete announcement cycle, usually 3-4 months, because one launch yields only one data point, while the second cycle is when reporter relationships begin to compound.
- Placements with a reporter list built for reuse on future announcements
- A pitch substantiation process that holds up under reporter scrutiny
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Frequently asked questions
What does public relations cost for a FemTech company?
An engagement for one launch or announcement generally costs $8,000 to $18,000, depending on the level of reporter research and secondary-wave pitching required. Continued monthly PR support for a company publishing news regularly costs more, typically $10,000 to $20,000 per month. Onboarding costs less for companies that already have a library of substantiated claims and established reporter relationships because the foundational work is complete.
How soon will we see coverage from a PR engagement?
The first two to three weeks are devoted to news cycle mapping and reporter list development before pitching starts, because sending a story too early during a crowded news week wastes the opportunity. Initial placements generally appear within one to two weeks after active pitching begins, although timing depends heavily on reporter response times and competing news that week. Coverage from adjacent beats in the secondary wave usually requires another two to four weeks after the first placement is published.
How will the PR team collaborate with our current staff?
We collaborate directly with your founder and any clinical or subject matter advisors to verify precisely what can be substantiated and pitched, then manage reporter outreach and relationships ourselves. Coordination is close during the launch window, often happening daily, because reporter timelines move quickly and demand prompt answers. Between active launches, the schedule shifts to weekly check-ins.
What sets Winston Francois apart from a standard PR agency?
Many PR agencies distribute one release to a purchased media list and tally placements without considering whether larger stories were competing with the launch date. We assess the real news cycle before choosing a date, develop the reporter list through genuine beat research, and execute a purposeful secondary wave that most agencies omit because it can't be billed as one release. We also require substantiated claims before outreach, as an unsupported pitch can backfire with a skeptical reporter.
How is ROI measured for PR work?
We monitor which reporters replied, which angles led to coverage, and whether that coverage delivered measurable traffic or inbound interest rather than merely counting placements. Whenever possible, each placement uses a tracking link so you can measure the real effect on site visits or sign-ups. The reporter relationship list is a measurable asset as well because it lowers the pitching cost for the next announcement cycle.
What type of FemTech company is best suited to this service?
This service suits companies with a clear announcement, such as a launch, funding round, or major partnership, supported by something concrete they can substantiate. It isn't appropriate for a company seeking broad visibility without a specific news hook, because the reporter list and pitch strategy work only when there is a real story to share. Companies expecting several announcements over the coming year gain the greatest value as those reporter relationships compound.
