DTC Podcast

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

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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

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