02 February 2026
How to
Beyond approval: how evidence builds trust in FemTech
In this article we explore how listening builds the trust that gets people to walk through the door opened by regulatory approval.
In this article we explore how listening builds the trust that gets people to walk through the door opened by regulatory approval.
When a FemTech product earns its regulatory tick, the team feels relief. The science stands up, the paperwork is finished, the door to market opens. Yet many innovators soon discover that clearance does not equal confidence.
Clinicians hesitate, funders request more detail, and users will still ask if it works for them. Their questions cannot be answered by certificates alone. They call for evidence that feels real and relatable. That kind of evidence grows out of careful qualitative work with the very people who will use, prescribe, or pay for the product.
Regulation focuses on whether a device or service is safe and does what it claims in controlled tests. Adoption hinges on something more personal.
"Clinicians want to to understand how the solution fits into daily workflow. Users want to hear from people like them."
Commissioners need story and feeling to back up numbers. All three audiences trust firsthand accounts that illuminate the context behind clinical results.
That’s why the next challenge is not just proving what the product does, but showing why it matters, and to whom.
It shows why an outcome matters. A statistic that pelvic pain fell on average is powerful, but a woman describing how she finally returned to yoga explains its true significance. It also reveals how people use the product in the real world. For example, when a nurse explains the moment she offers the device during a clinic visit, it highlights how the product fits into daily routines. And it uncovers what can be improved before wider rollout, often surfacing small usability barriers that would never appear in a controlled test environment.
Good qualitative research is is a structured method that blends curiosity with rigour. At its heart is respect for lived experience. Participants are treated as partners, not subjects. They help frame the questions, set priorities and check whether the findings ring true. That respect builds trust, and trust leads to richer insight. Creating a comfortable environment also matters.
Online settings remove geographical and scheduling barriers, allowing women to speak from home and clinicians to join between appointments. That flexibility encourages honesty.
Finally, the most effective listening builds momentum over time. Each round of conversation brings fresh clarity. What matters at the start may change as the product evolves. Revisiting the same questions ensures decisions stay grounded in real experience, not early assumptions.
In FemTech, clinical endorsement is critical. But it takes more than specifications and statistics. When a gynaecologist hears how a colleague integrated a new pelvic health device into a busy clinic, or how it improved conversations with patients, their confidence grows. Real-world stories make new tools feel usable, not theoretical.
Investors backing FemTech want to see both empathy and scale. Rich qualitative insight brings pitch decks to life. Hearing a user describe how a product restored her confidence, or a clinician explain how it saved valuable time, makes the opportunity feel real and grounded.
Whether it’s tracking cycles, easing pain, or managing menopause, women want to know a product works for people like them. Firsthand accounts build trust faster than features. Authentic voices that feel honest and practical are often the most persuasive.
Before the research begins, involve patients and clinicians in shaping the questions. Co-design helps clarify what matters most, uncovers blind spots, and builds early trust that carries through the project.
Speak to a diverse group to understand their routines, language, and needs. Open, respectful conversations often reveal both unexpected challenges and overlooked moments of joy.
Some insight emerges slowly, in real life rather than research sessions. Sustained online communities – like those we run at Thiscovery – allow participants to share experiences on their own terms. These spaces help teams spot patterns, adapt language, and build lasting connection with the people they serve.
Put early versions into real hands, in real settings. Invite users to try the product and share feedback in the moment. This highlights practical sticking points that can be addressed before launch.
Bring findings together using clear themes, direct quotes and short case examples. Make the story behind the data visible to everyone, from developers to decision makers.
Return insights to participants and show how their input shaped the outcome. This respect encourages future collaboration, deeper advocacy and stronger word-of-mouth.
Listening closely to real-life habits uncovers patterns of use, and the reasons people drop off.
Understanding when and how staff naturally introduce a product highlights whether it blends into or disrupts care.
Exploring personal stories reveals emotional impacts that numbers alone can miss – like restored confidence or relief from stigma.
Spotting early signs of confusion, discomfort or unmet expectations helps address barriers before launch.
Quantitative results may headline a regulatory dossier, but qualitative evidence continues to serve long after approval. It guides product iterations, informs training materials, supports commissioning bids, and enriches public communications. Most important, it ensures the voices of patients, clinicians, and the wider community stay at the heart of decision making.
Do you need rich insight from the people who will use, prescribe, or evaluate your FemTech innovation? Thiscovery generates a practical evidence base from the knowledge and experience of patients, clinicians and the public at the centre of every step, giving you evidence that earns trust and drives adoption.
