What the FemTech?!: Books Everyone in FemTech Should Read

by Susan Stover and Karen Wells

We’re Susan and Karen the proud co-hosts of the FemTech Focus Book Club, a monthly virtual meet-up on the last Wednesday of every month at 4pmPT/7PM EST where all are welcome to join in a discussion on titles related to FemTech and women’s health.

We welcomed those who had read the book in its entirety, as well as offering a recap and summary for those who hadn’t checked out the book yet, and often had the author join us for a Q&A session.

In the spirit of 2021 recaps, we’d like to take the chance to share the books we read and discussed in the FemTech Focus Book Club and why they’re important reads for anyone working in the industry.

Come As You Are: The Surprising New Science That Will Transform Your Sex Life by Emily Nagoski

Part science, part self-help, Nagoski interweaves storytelling, scientific facts, a healthy dose of metaphors, and self-driven worksheets to provide a kind of choose-your-own-adventure narrative for women looking to embrace and own their sexuality.

What’s in it for FemTechers

The big takeaway from this reading for those working in FemTech is a rethinking of how we treat women who struggle with issues with sexual desire and function (outside of underlying medical issues). Instead of seeing them as broken or in need of normalizing, perhaps we can infuse the solutions, products, and innovations we create by including some of Nagoski’s ideas? These include:

• There is no “normal”. We are all normal, and sexual desire should be put in a cultural and personal context
• We need to dismantle the myth of “sex drive”. It’s not like hunger or thirst; sex is a curiosity
• Understanding sexual nonconcordance — the response of your genitals and your current state of arousal are not always linked. For example, being wet doesn’t always mean you want to have sex, and not being wet doesn’t always mean you don’t want to have sex.
• Stress, worry, anxiety, and fear are some reasons Nagoski outlines in her book why many might be distracted from their bodies and sexuality (considering we’re living in one of the most stressful times in a generation with the ongoing pandemic, we’d be well to remember how important stress management is for overall health).

Shout out to some FemTech companies who are doing some work along these lines including: Rosy, Dame Products, Dipsea, Ferly, and O.School.

Learn more about Emily Nagoski’s work, the revised version of Come As You Are and her new book at https://www.emilynagoski.com/

Orgasmic Leadership: Profiting from the Coming Surge in Women’s Sexual Health and Wellness by Rachel Braun Scherl

This book tells the story of what drives, inspires, and sustains entrepreneurs in the rapidly growing global women’s sexual health and wellness space. Combining her in-depth experiences, both personal and professional, Braun Sherl interviews leaders in the sexual wellness field inlcuding: Cindy Gallop, CEO of Make Love Not Porn; Tracy Warren, Founder of Astare Ventures; Betty Dodson, PhD author and sex educator; Miki Agrawal, CEO of THINX period panties, and many more.

What’s in it for FemTechers

Although certainly not niche, FemTech is a fairly new moniker for an industry which is defined by its past and consistently redefining its future. First and foremost, this is a must-read for those looking into some of the origin stories of female founders in the SexTech and FemTech industry.

Some key takeaways from the reading include:

• Taboo and stigma around women’s bodies, specifically women’s sexual health and pleasure have been ignored, maligned, and censored, all whilst our male counterparts have had no such roadblocks when it comes to funding, advertising, and cultural acceptance
• Vagipreneurs (as Braun Scherl coins them) are bringing creative solutions with women-centred products, often solving complex problems with simple solutions
• It’s not only okay to ask for help from people who have fought the same battles, it’s a best practice!
• A lot of Vagipreneurs’ favourite curse word is “fuck”

If you’re looking for more interviews from leaders in FemTech and SexTech tune into the podcast Business of the V hosted by Rachel Braun Sherl, as well as FemTech Focus Podcast hosted by Dr. Brittany Baretto, and Bryony Cole’s Future of Sex.

Doing Harm: The Truth About How Bad Medicine and Lazy Science Leave Women Dismissed, Misdiagnosed and Sick by Maya Dusenbery

Doing Harm weaves together history, statistics, studies, interviews, research, and personal stories to create a rallying call to action to the pressing issues of how women’s health has been ignored, maligned, and under-researched.

In addition to sexism, the intersection of racist, socio-economic status, transphobia, fatphobia, and ageism are all driving factors in how patients are misdiagnosed, ignored, or outright profiled when suffering real health issues.

What’s in it for FemTechers

The biggest take away for the FemTech industry is that it’s ripe for innovation both within and beyond women’s reproductive health.

Dusenbery outlines how the “bikini medicine effect” — wherein women’s health is conflated with reproductive health — often eclipses health issues women disproportionately or differently experience including: autoimmune disease, chronic pain, cardiovascular health, and brain health.

Some other key takeaways include:

• In order for FemTech to create effective solutions for women’s health and wellness, it’s imperative that we hear directly from the communities we serve (women are not a homogeneous group)
• Just because there are more female physicians does not necessarily mean that the standard of care and education around women’s health is being improved
• Women’s health and reported symptoms are often not taken seriously by medical professionals until it affects their ability to conceive a child
• Catch-22s litter the experience of women who are suffering from legitimate health concerns when they are trying to navigate the healthcare system. If they are showing distress or are emotional, they are labeled as hysterical, hypochondriacs, or drug seekers; if they are stoic and composed, it’s assumed their issues can’t be that bad

If you are looking to hear more from Dusenbery, you can sign up for her newsletter here. Also for those interested in searching for FemTech companies searchable by their particular focus, check out the FemTech Focus Company Database.

Brandsplaining: Why Marketing is Still Sexist and How to Fix it by Jane Cunningham and Philippa Roberts

Through research, 15 years of experience working in the industry, and a feminist lens, Brandsplaining looks at the history of sexism and how it is played out in branding. The book dives into how brands speak to women today, including the gap that exists between the women we are and how we are portrayed in the media, and it goes on to propose a new framework for brands to work from to diverge from the sexist narrative.

What’s in it for FemTechers

The big takeaway for FemTech companies is that as we look to rethink the kinds of innovations, technologies, and solutions we’re providing for women, this is the time to critically rethink the way we market to them. Some key points from the book include:

• The Good Girl Syndrome, with its Perfect Mom tropes and passive/invisible older woman ideals, have consistently told women they are either too much or not enough
• Menstrual health, menopause, and other areas of women’s health are historically either talked about with vague language or not at all
• Social media has empowered women to voice their ideas, wants, and needs when it comes to holding brands accountable for sexism, environmental activism, and humanitarian rights
• Women are not vacant vessels that need to be filled with information and told what to do
• All FemTech companies have the responsibility to take the time to understand and speak directly to who we are marketing to

If you’re interested in hearing more from Jane and Philippa, check out their podcast, Prettylittleheads. For a chat (and a shameless self-promotion from Susan) on the importance of meeting women where they are in marketing in FemTech which references this book and its teachings, check out this video hosted by FemTech Analytics.

The Menopause Manifesto: Own Your Health With Facts and Feminism by Dr. Jen Gunter

Dr. Gunter provides a personal, historical, feminist, and scientific examination of menopause.

Just as the title suggests, this sweeping manifesto combines the feminist perspective and facts in order to bring empowerment through knowledge by countering stubborn myths and misunderstandings about menopause with hard facts, real science, a fascinating historical perspective, and expert advice.

What’s in it for FemTechers

It’s no secret that the menopause market is exploding, with some estimating its worth at $22.7 billion by 2028. Understanding not just the science, but also the history and lived experience of those going through menopause is critical for any FemTech company looking to provide innovation, making the Menopause Manifesto a must read.

Some key takeaways include:

• A source of frustration for many is that they don’t really know they are menopausal until they’re in deep. Having one’s experiences validated is powerful medicine
• Dr. Gunter argues menopausal hormonal therapy, or MHT, has generally gotten a bad rap. It’s even FDA approved for osteoporosis prevention and treatment for hot flushes. However, both progesterone and estrogen are not recommended for women with a history of breast cancer
• Dr. Gunter underscores that women who have been lied to, dismissed, and insulted by traditional medicine understandably turn to alternative medicine, and she cautions against unregulated and rarely studied therapies or supplements which she calls Big Natural or Menoceuticals
• Every menopausal experience is different. It’s important to understand what is happening in your own body, the associated options, and that you have power in that knowledge

Learn more about Dr. Gunter at https://drjengunter.com/.

The Big Letdown: How Medicine, Big Business, and Feminism Undermine Breastfeeding by Kimberly Seals Allers

The Big Letdown weaves together personal stories and research with original reporting taking breastfeeding out of the realm of personal choice by showing the broader connection of how an industrialized food system that begins at birth, the fallout of feminist ideals, and federal policies in the United States are far from family friendly.

The book uncovers how multi-billion dollar forces battle to replace breast milk, the failure of the medical establishment to protect infant health, and how medicine, Big Pharma, and hospitals have abandoned those who give birth and their babies.

What’s in it for FemTechers

This book is an exemplary text on exploring the multiple facets of one particular FemTech industry sector. Anyone who wants to do anything in the breastfeeding or women’s health industry should read this book.

Some of the key takeaways include:

• “Breast is Best” might be better categorized as “Breast is Complicated”
• Breastfeeding is not easy; not all women can breastfeed; and there should be a more supportive culture, comprehensive medical research, and better legislation to provide better care and nutrition for mothers and their babies
• Women don’t breastfeed, cultures do. Our cultural and societal attitudes towards women — especially women of colour in the United States where there is a history of using the bodies of enslaved black women as wet nurses for their white enslavers’ children — informs our cultural approaches to how we view those who breastfeed
• The media and its tendency towards sensational headlines has been irresponsible with its reporting of scientific studies regarding breastfeeding

To learn more about the work Sears Allers is doing, check out the Irth App — the only “Yelp-like” review and rating app for Black and brown women and birthing people to find and leave reviews of maternity and pediatric physicians and birthing hospitals in the United States.

Invisible Women: Data Bias in a World Designed for Men by Caroline Criado Pérez

Invisible Women illustrates how data is fundamental in our current world for everything from economic development, to healthcare, to education, to public policy. Numbers and data drive how we allocate resources and make decisions in this world. But when data fails to account for gender differences and treats women as atypical compared to the default of men, bias and discrimination are embedded into our systems. This bias results in women paying the price — in time, money, their health and safety, and often their lives.

What’s in it for FemTechers

When we first started co-hosting the book club this was the most frequently recommended book to us, and with good reason.

The biggest takeaway for the FemTech industry at large from Criado Pérez’s book is that data on female bodies and female lives must be collected and used to redesign the world of work — from its regulations to its equipment to its culture. A total redesign is needed.

As we in the FemTech industry continue to collect data for our individual pursuits — how can we ethically collaborate to use our data to create a more equitably designed world for women?

Some other key takeaways include:

• We all know there is a reluctance to back female-led companies based on a stereotype that women are tech-blind compared to men. Women aren’t tech-blind, but tech is often woman-blind and further funded by woman-blind investors
• Not including unpaid work in national incomes distorts the overall picture. The woman-blind approach to GDP and public spending drives gendered poverty
• Closing the gender data gap will not magically fix all of women’s problems. That requires an entire restructuring of society and an end of male violence. But having a grasp on gendered data would be an important start

You can learn more about Caroline Criado Pérez on her website https://carolinecriadoperez.com/.

This Is Your Brain on Birth Control: The Surprising Science of Women, Hormones, and Law of Unintended Consequences by Sarah E. Hill, PhD

This is Your Brain on Birth Control dives into a more holistic and nuanced view of how hormonal birth control affects more than just a person’s ability to become pregnant — it affects everything, including the world around them. Sex hormones impact every cell in the body; therefore, adjusting those levels changes everything about a person from partner attraction to stress processing to mood to memory retention to their ability to become pregnant. Dr. Hill breaks down the science of hormones and provides research to help people make more informed decisions about whether being on or off the pill is the best choice in their lives.

What’s in it for FemTechers

Dr. Hill’s book arguably makes the case of how hormonal birth control for those with uteruses is due for innovation and an upgrade that evaluates more than just potential life-threatening side effects, but also the effect on mental ability and decision making, emotional well-being, and personality.

Some other key takeaways include:

• Sex hormones influence everything about you — how you feel, how you perceive things, how you look, how you smell, how your immune system functions, how much you eat, and so much more.
• Hormonal birth control changes your sex hormones and, therefore, who you are. Each individual is affected differently
• Society has agreed that it is okay for all of those on the pill to potentially live with mental health problems as long as no one is getting pregnant unexpectedly. This can have terrible consequences — including increasing rates of substance abuse and even suicide
• The book outlines completely valid reasons why women have a mistrust for medicine and why it’s so essential that we be careful in the FemTech industry in regards to earning trust

Shoutout to some FemTech companies working in this space: Evofem Sciences and OCON Healthcare.

Stay up-to-date with Sarah E. Hill on her website https://www.sarahehill.com/.

Whipping Girl: A Transsexual Woman on Sexism and the Scapegoating of Femininity

by Julia Serano

Julia Serano, the author and a transsexual woman whose writing reflects her background as a lesbian transgender activist and professional biologist, shares her powerful experiences and observations — both pre- and post-transition — to reveal the ways in which fear, suspicion, and dismissiveness toward femininity shape our societal attitudes toward trans women, as well as gender and sexuality as a whole. In addition to debunking popular misconceptions about transsexuality, Serano makes the case that today’s feminists and transgender activists must work to embrace and empower femininity-in all of its wondrous forms.

What’s in it for FemTechers

Women are not a homogeneous group. There are countless experiences that can shape a woman’s gendered experiences including race, class, culture, decision to have children (or not) etc. It is imperative for FemTech to understand the varied and diverse experiences of women. This is a must read for anyone in FemTech as it offers an insight into the medical, scientific, emotional, and personal experiences of trans women.

Other key takeaways include:

• Cis and trans women have some of the same gatekeepers when it comes to accessing medical care. For example, trans women have often been required to dress up and act feminine to get access to life-saving hormones, while cis women have historically needed to say they are married or bring a male to an appointment in order to be prescribed birth control. Both cases exemplify the medical establishment not trusting women to make educated decisions about their own body
• Trans people are not one gender “trapped” inside the body of another gender. But rather we all have something called “subconcious sex” that we are aware of from a very young age where we feel the gender we are, which either is or is not reflected by our genitals and how the world perceives us
• Trans people have been subject to an array of dismissive, patronizing, sexist attitudes in medicine that have failed to address their real mental health concerns

Learn more about Julia Serano and her work at https://juliaserano.com/

The Vagina Bible: The Vulva and the Vagina — Separating the Myth from the Medicine by Dr. Jen Gunter

The Vagina Bible functions as a kind of user’s manual for the vagina and vulva. Infused with her trademark clarity and humor, Dr. Gunter’s “vagenda” is for every person to be empowered with accurate information about the vagina and vulva. The book is a response to the ever growing difficulty of separating myth from medicine, partriarcial views on women’s bodies, and the snake oil saleswomen of the “wellness industry.”

What’s in it for FemTechers

Dr. Gunter succinctly points out how companies have profited off of the shame and misogyny women experience around their bodies. Our job in the FemTech industry is to make up for the ways we have failed women and divorce ourselves from the misogyny, pseudoscience, and unfounded claims of “Big Natural”.

What’s in it for FemTechers

• Knowledge is power. Understanding the proper terminology and functions of our bodies is an essential key to taking charge of our health.
• How much should we charge for our products? Dr. Gunter is known for going after Goop, and in this book, she drags the company Thinx for selling a $369 period sex towel
• How are we responsible for marketing our products? Dr. Gunter mentions Elvie’s pelvic trainer being endorsed by the International Urogynecological Association (IUGA), yet as of 2018, there are no published clinical trials
• What kind of clinical data and research do we need? Vaginal mesh from Johnson and Johnson was released despite the company knowing the risks associated

If you haven’t already, we highly recommend following Dr. Gunter on Twitter at @DrJenGunter

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Interested in joining our events this year? All are welcome!

The next FemTech Focus Book Club where we’ll be discussing “Unwell Women: Misdiagnosis and Myth in a Man-Made World” by Dr. Elinor Cleghorn on Wednesday January 26th 4pmPT/7pmEST.

Make sure to stay tuned for the list of FemTech Focus Book Clubs and other events at https://femtechfocus.mn.co/events