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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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