How to Choose a Clinical Advisor Who Actually Helps

Last week, we talked about why clinical advisors are essential for FemTech startups. 

This week, let's get practical: how do you actually find and choose the right ones?

The right clinical advisor can be the difference between a FemTech product that gets funded and one that doesn't, between a solution women trust and one they abandon after the first use.

But the wrong advisor is just an expensive name on your website.

Your advisor should have deep expertise in the exact condition your product addresses.

If you're creating a menopause platform, find a menopause specialist who understands hormonal transitions. If you're building for endometriosis, you need someone who treats endometriosis and understands the different possible presentations and management approaches.

The specialty matters more than the reputation.

Prioritize clinicians who see patients. They understand what symptoms patients actually report, what makes diagnosis difficult, and what workflow barriers exist in real healthcare settings.

Clinicians who practice medicine give you insights no academic title can replace. They know what women are struggling with, not what textbooks say they should be struggling with.

Your advisor needs to understand how technology intersects with healthcare.

Signs they're a good fit:

This is where most advisory relationships fall apart.

Before formalizing any agreement, clarify:

Set expectations early. A standard arrangement might be a one-hour meeting monthly, specific deliverables, and compensation tied to actual involvement.

If they hesitate or seem vague about their availability, they're not the right fit, no matter how impressive their CV looks.

Red flag: An advisor who dismisses user feedback because "that's not how medicine works."

Green flag: An advisor who asks, "How can we make this clinically sound and accessible for women who've been underserved by traditional healthcare?"

Your advisor should care about both clinical accuracy and real-world usability. They should understand that the most evidence-based solution means nothing if women won't actually use it.

If you're building for a specific demographic or region, your advisor should understand that context.

For example, if you're building for low-income women in Sub-Saharan Africa, you need a clinician with experience in resource-limited settings.

Context matters, so choose advisors who get it.

Before adding anyone to your advisory board, ask yourself, "If my team needed urgent clinical input tomorrow, would I call this person first?"

If the answer isn't an immediate yes, they're not your core advisor. They might be fine as a peripheral advisor for occasional input, but they shouldn't be front and center.

Start with your network. Look for medical professionals from your user research, clinicians who are passionate about your problem space, or doctors active in digital health communities.

Look for advisors already in FemTech. Check advisory boards of successful FemTech companies in adjacent spaces. These clinicians already understand the digital health landscape.

Attend industry events. FemTech conferences and women's health symposiums attract clinicians interested in innovation who might be open to advisory roles.

Be clear about expectations upfront. When you reach out, outline what you're building, why their expertise matters, what you need from them, and what you're offering in return.

Build a Small, Balanced Team
For most FemTech startups, the ideal advisory setup is:

This is not a one-size-fits-all structure,  it can be increased or reduced depending on your product, company stage, and target users. Some companies may need all of these roles; others may only need one or two. 

The goal is to stay focused and aligned with what you’re actually building.

Equity vs. cash: Early-stage startups typically offer a small equity stake, with vesting tied to how actively the advisor contributes. As companies mature, they’re more likely to compensate advisors with monthly fees that reflect the advisor’s expertise and expected level of involvement.

Set clear deliverables. Define what "active advisory" means. Monthly calls? Quarterly product reviews? Content approval within 48 hours?

Create feedback loops. Send quarterly updates on progress, data, obstacles, and next steps. When advisors feel true ownership, they become ambassadors for your product.

Leverage their network. Don't be shy about asking for introductions to potential partners, investors, or other clinical experts.

Choosing clinical advisors isn't about collecting prestigious names. It's about finding experts who understand your problem space, believe in your mission, and will actively help you build a product that's both innovative and clinically credible.

The advisors who will transform your product are the ones with the deepest understanding of the women you're building for, the clinical realities behind their symptoms, and the standards your product must meet to earn trust.

The right advisor makes investors confident, keeps your product evidence-based, and ensures women actually trust what you're building.

The wrong advisor is just a logo on your website.

Choose wisely. 

Are you building a FemTech startup and need help with clinical positioning? Better Woman Health delivers weekly insights on credibility, clinical claims, and evidence-based content.