Mira Care is a California-based start-up that created a home-use medical device for hormone tracking. More than 100,000 women around the globe use it on daily basis to monitor their health and fertility. This episode covers conversation about an innovative smart product that managed to evolve from an early R&D stage to becoming a successful solution that helps thousands of women around the world to monitor fertility. Mira Care is a fertility startup that designed and engineered an at-home hormone ab with user-friendly smart devices and reliable AI services. It's a miniature egg-shaped device that uses sensors, camera and machine learning tools to track your hormones in a very precise and convenient manner. It is based on urine test that you can do with a special cup and a wand that women place in the device to get hormone test results on their smartphone app in a few moments. In this episode we discuss with Katherine how to bring a new consumer and medical device to market where such category did not exist, how to establish a proper collaboration between R&D, Marketing, Customer Experience, Manufacturing and other teams and how to integrate user feedback into pipeline of innovation. We discuss what matters for consumers, if they care about emerging tech like IoT, AI, Computer Vision or simply want the device to work reliably. Katherine also shares her perspective on access to medical data and we discuss if it's a source of stress and anxiety or a path to build health confidence. In this episode we also discuss recent statement from Scott Galloway who predicted death of CMO as a profession by February 2025 and uncover how Katherine plans to survive in the profession. In the final chapter Katherine shares valuable insights from startups that she mentors in Bay area and tries to predict what's next. 00:00:00 – 00:02:00: Topic and Guest intro 00:02:00 – 00:08:00: How Mira Care helps to monitor fertility 00:08:00 – 00:16:00: Why it took healthcare industry 50+ years to adopt innovation in fertility monitoring? 00:16:00 – 00:22:00: Challenges of hardware product development and marketing 00:22:00 – 00:27:00: Do users care about emerging tech? 00:27:00 – 00:31:00: Pipeline of product innovation and setup of R&D team 00:31:00 – 00:38:00: Challenges of a home-based diagnostics 00:38:00 – 00:43:00: Role of marketing in product development 00:43:00 – 00:45:00: Practice of using AI in product development 00:45:00 – 00:52:00: Mentoring next-gen healthcare startups 00:52:00 – 00:55:00: What's next? Please, enjoy the conversation, subscribe and rate the show! This is a personal podcast. The views and opinions expressed here are only those of the author and do not represent those of any organization or any individual with whom the author may be associated, professionally or personally.