How femtech founders can connect more deeply online with insights from Unum Co.
At our latest Femtech Canada Roundtable, we were joined by Megan Marsiglio and Farah Meghji, co-founders of Unum Co., for an insightful discussion on how femtech brands can rethink their digital presence to build community, increase trust, and drive meaningful engagement.
Whether you’re just starting out or scaling your company, this session was packed with actionable insights on showing up more authentically online
Unum Co. helps health innovators learn from patients to improve care, products, and communication. Their work centers on empathy, inclusion, and lived experience.
“People don’t connect with what you do. They connect with why you do it.” — Megan Marsiglio
Every other month, Femtech Canada pulls its community together to share insights, build connections, and grow as a network. These roundtables are open to anyone committed to advancing women’s health – whether you’re a founder, advocate, investor, or clinician.
Why Digital Presence Matters
Digital platforms are no longer optional in healthcare—they’re where conversations are already happening. Nearly half of patients and providers use social media to access health information. But presence alone isn’t enough. What matters is how we show up.
“Your community is looking to you for more than just facts,” said Farah. “They’re looking for perspective, empathy, and consistency.”
This is especially true in femtech, where trust is the baseline—not a bonus. That trust is earned through stories that reflect lived experiences, challenge stigma, and make people feel seen.
And the data backs it up: 71% of women in Canada searched online for health information within a three-month period in 2020, with usage jumping to over 83% for women aged 25–44. That’s not just a trend-it’s a signal that women are actively seeking support, answers, and community in digital spaces.
The Digital Trust Equation
Megan and Farah introduced Unum Co.’s Digital Trust Equation, a simple but powerful model built on three pillars:
- Credibility – Share your expertise clearly and honestly
- Consistency – Show up regularly, even when it’s hard
- Compassion – Center real voices and human experience
These aren’t just marketing tactics—they’re building blocks of a movement.
“Every time someone engages with your content, you’re holding a piece of their trust. Over time that trust will turn into action.” — Farah Meghji
A 4-Part Framework for Connection
To help founders navigate digital storytelling with purpose, Unum Co. shared a framework for building content that resonates:
- Know Your Why
Before crafting content, reflect on what you stand for and why your company exists. Your values are what people truly connect with. - Center Human-First Storytelling
People trust people. Real stories create emotional resonance. In healthcare, that can mean sharing patient experiences—with consent, care, and dignity.
This is especially important given how women are already engaging online. Research from Google Health and KFF found that younger women overwhelmingly drive health-related searches like “Is this normal?”—especially in areas like menstrual health and mental well-being. They’re not just looking for clinical facts—they’re looking for reassurance and relatability.
- Choose the Right Platforms
Not every platform serves the same role.
- LinkedIn = thought leadership
- Instagram = behind-the-scenes and visual storytelling
- TikTok = authenticity and engagement (no dance required)
- LinkedIn = thought leadership
While managing all three can be daunting, pick the two platforms where your audience is most active.
- Invite Interaction
Use polls, comment prompts, and open-ended questions to start conversations. Social media should be a two-way street.
Balancing Organic, Paid, and Earned Content
A strong digital strategy includes all three:
- Organic – Everyday posts that build long-term trust
- Paid – Boosted content to scale your reach
- Earned – Community shares, testimonials, and third-party validation
Test and Learn What Works
Megan and Farah also emphasized the importance of experimentation-especially when it comes to paid content. Instead of committing your full budget to one post or platform, try running small tests across different formats and channels. Monitor what performs best, then reinvest strategically. This trial-and-error mindset isn’t just practical-it helps you stay nimble and learn what resonates with your audience faster.
Storytelling with Integrity
The conversation also touched on ethical storytelling—a must in patient-centered work. Farah and Megan emphasized:
- Get clear consent before sharing personal stories or images
- Respect privacy and anonymity
- Build relationships with advocacy groups, rather than extracting content
“Real voices bring depth to your message. And when you get it right, people feel seen.” — Farah Meghji
Looking ahead
As femtech continues to gain momentum in Canada, how we show up online matters more than ever. From early-stage startups to growing organizations, refining your digital presence is a powerful way to build credibility, foster connection, and drive impact. It’s not just about keeping up—it’s about showing up with purpose and leading the conversations that shape the future of women’s health.
Our next roundtable will take place on July 31. If you’re working in women’s health and want to be part of the conversation, be sure to sign up for our newsletter.
If you missed the session, Megan and Farah created a free checklist and content guide to help you get started.