Why Women’s Health Is at an Inflection Point and Why Commercialization Must Catch Up

Women’s health is undergoing a long‑overdue transformation. After decades of chronic underfunding, investment in women’s health has accelerated dramatically with capital surging more than 300% in 2018 and then tripling again between 2019 and 2024. Innovation in areas like FemTech, reproductive health, menopause, pelvic health and women‑focused chronic conditions is advancing at unprecedented speed. 

Yet commercialization has not kept pace. 

In a recent article for Med Ad News, Farah Toublan, PhD, Associate Partner, EVERSANA Management Consulting, explains why many women’s health innovations struggle to scale and what it will take for the industry to close this gap.

Read the full article 

Why have so many women’s health innovations failed to scale? 

Despite enormous momentum, most women’s health start‑ups face persistent challenges: 

• Fragmented care pathways across OB‑GYN, primary care, endocrinology, fertility, urology and virtual care 

• Limited data and evidence, making ROI modeling and payer alignment difficult 

• Underinvestment in education and demand generation, suppressing awareness 

• Products positioned as “wellness” instead of necessary care, affecting coverage and prioritization 

These gaps create slow launches, delayed access and missed opportunities , even when the science is strong. 

Why does commercialization need to evolve? 

Toublan argues that while women drive most healthcare decisions and represent enormous market opportunity, the industry still treats women’s health as “niche.” This misalignment impacts everything from sales force strategy to patient engagement to provider education. 

Meanwhile, the industry has already mastered commercialization for far more complex therapeutic categories such as rare disease, oncology and cell and gene therapy. The playbook exists — it simply hasn’t been applied with the same rigor to women’s health. 

What’s required for the next era of women’s health? 

The path forward is clear: fit‑for‑purpose commercialization models that match the pace of innovation. That includes: 

• Coordinated multi‑specialist engagement 

• Integrated diagnostics and access pathways 

• Robust evidence generation and data integration 

• Omnichannel education built around women’s lived experiences 

• Positioning women’s health as essential, not optional 

Women’s health is no longer a niche: it is a major, transformative category poised for long‑term growth. Now is the moment to build commercialization models that finally reflect its scale, importance and opportunity. 

Explore how EVERSANA supports end‑to‑end commercialization models built for emerging and growth markets 

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