Ep. 2 – Feminine By Design

Gabrielle (00:00)
Most meaningful changes in women’s health marketing start with something very simple: listening.

Karen (00:05)
When we really listen to women’s experiences, we do more than uncover problems. We uncover possibilities. And that can change everything.

Gabrielle (00:33)
Welcome back to Two Uteruses Walk Into a Bar. I’m Gabrielle Svenning.

Karen (00:36)
And I’m Karen Flynn. Today we’re diving into something that feels honestly overdue in discussions about women’s health marketing: the importance of communication that’s built around emotional understanding and relevance.

Gabrielle (00:47)
When we talk about using a feminine communication style, we’re talking about a strategic advantage in the modern marketplace—one rooted in listening, sharing, community, authenticity, and the courage to tell the truth about real experiences.

Karen (01:01)
And FemTech is uniquely positioned to lead here. These brands are building for women, with women, and often because women’s voices were ignored in the first place.

Gabrielle (01:11)
Today’s guest knows that dynamic deeply. Ikram Guerd, Chief Marketing Officer at Aspivix, is helping shape how gynecological care is designed, discussed, and delivered, bringing a more human, patient-centered lens to a very personal experience.

Karen (01:28)
It’s going to be a great discussion. To get us ready, let’s talk about our mocktail of the day. Today’s mocktail is the Bee’s Knees: honey syrup, lemon juice, lemon soda, a sprig of rosemary if you have it, and a little sugar. It’s bright and comforting.

It’s what happens when you blend substance and softness. Let’s get into it. Cheers.

Gabrielle (01:46)
So raise your glass. Let’s get into it. Cheers.

Gabrielle (01:51)
Ikram Guerd is the Chief Marketing Officer at Aspivix, a women’s health company innovating to make gynecological care less painful and more empowering. She leads the marketing of CareVix, a device designed to modernize outdated practices and create a better, more supportive experience for women during exams.

Ikram (02:21)
Thank you. Thank you, Gabrielle and Karen.

Karen (02:22)
Welcome, Ikram. Thank you for being here.

Gabrielle (02:26)
We really appreciate you joining us for this episode, Feminine by Design. When you and I first started talking about where the Aspivix story fits, you gravitated to this topic because of how you approached marketing for CareVix.

How did you begin? What was your strategy for launching the device?

Ikram (02:55)
Thank you. That’s a broad question, so I’ll take it step by step.

The way we designed the device—and thought about bringing it to market—started with listening to women’s voices and their experiences.

When women go to their gynecologist for an IUD insertion, we’ve heard countless stories—from friends, from women around us—about how awful that experience can be. It didn’t feel isolated. For most women, IUD insertion is very painful.

So we went back to education: where does the pain come from? Where should we investigate? That’s how the story really began.

One of our co-founders is a gynecologist, and he explained the steps of an IUD insertion. First, the speculum is placed. Then a tool called a tenaculum is used to grab and stabilize the cervix. After that, the uterus is sounded to measure depth, and finally the IUD is placed.

So you have four steps, and each brings discomfort or pain. Even visually, the speculum is metal and uncomfortable to look at. Women know that part, but most don’t know what comes next.

The tenaculum has two sharp teeth that grab the cervix. Once you understand that, you understand the pain—especially because the cervix is one of the most sensitive parts of the body, and most of the time this is done with no pain management.

That’s where we began developing a solution that’s much more gentle and mindful of women’s experiences.

Karen (05:14)
Wow.

Ikram (05:24)
I’m very visual, so I actually have one here to show you. Just looking at it—imagine that on one of your most sensitive body parts.

Gabrielle (05:47)
As a side note, if men were getting their testicles pinched and pulled, I don’t think it would have taken this long to come up with a better solution.

Ikram (06:02)
Exactly. And it’s called a tenaculum. In German, tenaculum means “bullet extractor.” It was used over 100 years ago to extract bullets from soldiers, and now it’s used daily in gynecology.

There’s been very little innovation in that space. That led us to ask: why did it take 130 years to come up with something new?

Women tend not to complain about pain because they don’t want to be dismissed. That bias around women’s pain was something we took very seriously.

Once the device was developed and FDA-cleared and CE-marked, the question became awareness. Physicians have used the tenaculum forever. How do you change practice?

Clinical data was essential. We ran a randomized controlled trial in Switzerland and showed significant reductions in pain and bleeding.

But we also learned we couldn’t focus only on physicians. Even though it’s a Class II device, patients are the end recipients. Their voice matters in both design and communication.

About a year ago, I met Dr. Brittany Barreto at a conference. I showed her the product, and we filmed a short demo video. She posted it on TikTok.

Within hours it had over a million views. Now it has over 3 million. But more important than the views were the conversations—thousands of women sharing experiences and asking where they could find providers.

That’s when we realized women can influence care, even if they aren’t the ones using the device.

Gabrielle (11:18)
We’ve seen women posting from gynecological exams, sharing traumatic experiences. It feels like you’re not just introducing a device, but changing the doctor–patient dynamic.

Ikram (12:12)
To change care, you have to change the conversation.

We work with early adopters—large hospitals like Columbia and IU Health, as well as clinics like Tia Health. Many serve Gen Z populations who care deeply about experience and share their stories online.

Education is key. Women can’t advocate for themselves if they don’t understand the procedure. We explain where the pain comes from so they can ask better questions.

If a physician isn’t willing to offer gentler care, patients can choose to go elsewhere. Women are primary decision-makers in healthcare spending—that’s power.

Gabrielle (17:30)
There’s so much emotional storytelling in women’s health. How do you balance that with clinical credibility?

Ikram (18:08)
It starts with trust and evidence.

We worked with university hospitals in Switzerland, testing five prototypes before selecting the final one for a randomized controlled trial comparing our device to the tenaculum.

The study was designed around women’s experiences. We saw a 73% reduction in pain and an 83% reduction in bleeding, with statistically significant results—especially for nulliparous women.

We received FDA clearance and expanded into the U.S., building an Ambassador Program with 25 sites across nine countries and collecting over 1,300 real-world use cases.

That data showed 94% patient satisfaction and strong provider satisfaction.

Collectively, patient advocacy and innovation helped push guideline changes. The CDC updated IUD pain management guidance, and in May 2025, ACOG updated its guidelines for the first time since 2016.

Karen (24:11)
That’s a huge win.

Ikram (24:23)
It’s the result of women sharing stories, social pressure, media attention, and innovation working together.

Initially, we focused on B2B, but women started asking if they could buy the device themselves. That led us to explore DTC options, including HSA/FSA use.

We’re now testing both B2B and B2C models.

Gabrielle (30:12)
Before we wrap, what’s one practical takeaway for FemTech marketers?

Ikram (31:28)
Focus on three pillars: trust, visibility through community, and going to Gemba—talking directly to users.

Find early adopters and champions. Let others talk about your solution.

One of our first patients reached out to thank us. She drove from Philadelphia to New York to receive care. Her story reminded me why this work matters.

Gabrielle (35:45)
It really shows the importance of keeping the patient at the center.

Karen (36:30)
Thank you so much for sharing.

Ikram (36:53)
One final thought: I do a lot of fundraising, and most investors are men. I bring the tenaculum with me. I ask them to imagine it used on their own bodies. That gets attention and opens conversation.

Gabrielle (40:04)
This conversation is a powerful reminder that innovation in women’s health comes from how we listen, design, and communicate.

Karen (40:14)
Thank you so much, Ikram.

Gabrielle (40:29)
And for our listeners, check the show notes to learn more about CareVix. Don’t forget to subscribe to future episodes of Two Uteruses Walk Into a Bar.