The Clinical Claims Killing Your FemTech Credibility

I'm thrilled to share the first issue of Better Woman Health: a weekly newsletter that helps FemTech founders and investors cut through the noise and build scientifically credible, trustworthy women’s health products.

Let's start with something I see far too often.

I was reviewing a FemTech website last week when I saw it: "Clinically proven to reduce period pain." No link. No study. No details.

I clicked around. Checked the FAQ. Scrolled to the footer. Nothing.

So I did what any curious person would do; I googled the company name + "clinical study." Still nothing.

Sadly, this lack of transparency is far too common in women’s health marketing.

This problem is widespread.

A study from Columbia University Medical Center looked at 108 free menstrual cycle apps. More than 95% were inaccurate. Most had no scientific grounding or consultation with medical professionals whatsoever.

A separate 2024 review of 73 fertility apps revealed that “only about 5% contained professional advice or cited scientific literature.”

These aren't small startups; they are apps with millions of downloads and investor backing. So why the quality issue? 

Many FemTech products label themselves as "wellness" tools to dodge FDA approval requirements. It's a gray area that lets companies make implied health claims without the burden of proof. 

The problems go deeper, as a 2025 study uncovered major privacy and data security gaps in female health apps, raising concerns beyond just clinical accuracy.

Women rely on these apps, making decisions about their bodies and fertility based on algorithms that are sometimes often flawed. When they see terms like "clinically proven" or "evidence-based," they assume a qualified expert has reviewed the product. After years of feeling dismissed by doctors, a product that feels scientific is validating. This trust is sacred, and when it’s misused, it doesn't just hurt a brand; it can delay women from getting the actual medical help they need.

For a claim to be credible, it must be verifiable. 

Real clinical evidence answers several key questions about the study conducted:

- Participants: How many were studied (20 vs. 500 is a huge difference)? What were their demographics and health conditions? Were they representative of your target users?

- Design: How long did the study run (2 weeks vs. 6 months matters)? Was there a control group? Was it randomized, double-blind, or placebo-controlled?

- Results: What were the actual results? Not just "improved symptoms," but by how much? What percentage saw improvement? Were there side effects or dropouts?

- Verification: Where is the link to the published study? If unpublished, where are your methodology and data shared?

A customer survey is not a clinical study. Citing an ingredient that's been studied is not the same as citing a study on your specific product. If you can't share the details, don't use the claim.

You don't need a multi-million dollar research budget to build trust; you just need to be transparent and honest.

Instead of vague claims, be specific:

1. List every health claim on your website, app store listing, and marketing materials.

2. Find your evidence: For each claim, locate the specific research that supports it.

3. Make it accessible: Add links, citations, or a dedicated "Research" page so women can find the science in under 60 seconds.

4. Rewrite what you can't prove into specific, honest statements about what your product actually does.

In a market where most apps lack scientific backing, being credible is a massive competitive advantage. Women don't need another app promising a quick "fix." They need trustworthy tools backed by people who respect their intelligence and show their work. 

Be that company.

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Are you (or someone you know) building a FemTech brand and want to make claims you can actually back up? I help brands translate clinical evidence into content that builds trust with their users and investors.