Outreach is the work: finding shows, writing pitches and following up with hosts. Placement is the outcome: a confirmed, recorded interview. An agency can send a lot of outreach and still place you on few shows, so ask whether you are paying for pitches sent or interviews completed, and how each one is reported to you.
Choose shows by audience fit and substance, not download counts alone. The goal is to reach listeners already searching for solutions like yours, such as patients, clinicians, partners or investors. For FemTech and sexual health, that also means hosts who are comfortable discussing bodies, hormones and sex in plain, accurate language. Our methodology page lists the criteria.
Measure replies, interviews booked, interviews published and revenue influenced. Wellness Marketing Reports ties channels to revenue; for one sexual health device client it attributed revenue using a post purchase survey plus Shopify data. Ask buyers where they heard about you, use show-specific links or codes, and compare sales before and after an episode goes live.
Watch for agencies that promise specific shows or download numbers, cannot show how they report results, or pitch every client to the same generic list. Ask what they count as a result, how they track revenue, what the contract term is, and whether they have worked in your category. Clear answers matter more than polish.
Usually the pitch is about you rather than the listener, or the show is a poor fit. Tighten the topic to one problem the audience has, reference a recent episode, and cut company detail. Then check the list: shows that never cover sexual or reproductive health may decline the topic itself, no matter how good the pitch is.
Some will and many will not. Podcast hosts set their own editorial rules, unlike ad platforms with blanket health restrictions. The job is to find hosts who already discuss bodies, hormones and sex, and to speak accurately and respectfully. Ask hosts upfront about any language limits so the episode is not heavily edited later.