DTC Podcast Ep 533: Why Community Should Precede Paid: Mira’s Femtech Playbook
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Aug 11, 2025 Katherine Sakovich, CMO at Mira, leads the charge in community-driven hormonal health with an eye for educative marketing. She reveals how Mira grew from chaos to a multi-product brand by building an 18,000-member ambassador network. Key strategies include using customer feedback for messaging, positioning product launches like iPhone upgrades, and deploying AI for support while maintaining trust. She also discusses effective partnership strategies and how educational content transformed consumer engagement in the sensitive world of reproductive health.
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Joined During Launch Chaos
- Katherine joined Mira right after FDA approval and wore many hats including customer support, marketing, and social.
- She embraced the initial chaos to build the brand from scratch and later scaled the marketing team post-pandemic.
Prototype Hires With Freelancers
- Start with contractors and freelancers to test roles before hiring full-time to keep flexibility and control costs.
- Katherine turned early freelance hires into core team members like a creative director and a media buyer.
Build Community Before Paid Ads
- Seed beta testers and build community before scaling paid ads to create social proof and trust.
- Katherine grew a private tester group into ~18,000 brand ambassadors and then layered performance media.