Naomi Cosman on Marketing for Women 

Koning writer, Matilda Bletsa, sat down with Naomi Cosman, our Vice President of Marketing, to discuss what it means to be a woman working in disruptive innovation and science.

Take a look at the questions asked and answered below: 

Matilda: How long have you worked for Koning?

Naomi: I have been with Koning for about a year and a half.

M: How did you end up working for a women’s health company, did you seek out a position in this field? 

N: I have always wanted to work for a company that would make a difference in people’s lives. By the time I joined, the company was looking for a head of marketing and I was also making career changes, so it fell into place perfectly. Since the very beginning it was apparent to me that Koning would make a huge impact for women around the world and I wanted to be a part of that positive change.

M: In addition to yourself, how many women are currently working for Koning? 

N: I’m not sure of the exact number, but most of the people on my team are wonderful women. We also have a team of talented women overseas who are also working hard to get more Koning devices placed in hospitals and clinics around the world.

M: I know you have dedicated your professional life to working for industries that center around women, such as fashion and cosmetics. How is women’s health different? 

N: In my opinion women’s health is severely overlooked when it comes to providing suitable healthcare options to patients. Breast imaging is one of those examples. I think my prior experience working in women-centric industries helps me understand the best way to communicate with potential patients, and helps me better position Koning in the eyes of physicians. Also, being a woman I obviously empathize with our patients.

M: How does marketing in women’s health differ from marketing in men’s health?

N: In my experience, marketing messages related to women’s health get a huge amount of pushback compared to those related to men’s health. Unfortunately, I think that is just how the industry was brought up and it will be an uphill battle for quite some time before we see more equity between the two.

M: Why is the women’s health industry so male-dominated? 

N: Good question - it shouldn’t be! Historically, STEM-roles have primarily been persuaded by men, but I am hoping this will change in future generations.

M: Over the years, have you encountered any barriers to your professional success as a woman? 

N: I consider myself very fortunate in that area, but I have admittedly seen discrepancies between how women in high positions are seen, versus men in similar positions. There seems to be a subtle belief that in order for a woman to get to the top of her industry she must be a “bitch”, cold, etc. That is why I make it a point to be the opposite to prove that that misconception is not true. 

M: What has helped you build confidence, and what energises you the most? 

N: As I mentioned before, I am pretty lucky to have had overwhelmingly positive experiences in my career so far; I would not call it a typical career trajectory. All of those experiences were necessary to help me build my confidence on previous knowledge. 

As for what energizes me, I love waking up every day thinking that I am working towards a better world for women. It is such a fulfilling thought.

M: What is the best advice you have ever received?  

N: I have had some great mentors who believed in me throughout my career. I think one tidbit that has stuck out is to work hard, but make sure you love what you do. This is surely not life shattering advice, but definitely something I take to heart no matter the trask at hand. People will always do their best work when they are passionate about it.

M: What are some of the marketing challenges with informing people about breast cancer detection options? 

N: The breast imaging industry is extremely resistant to change. I think marketing to the industry will get easier as time goes on and our message is heard by more people, but at this point, there is more focus on getting patients in and out quickly than there is on caring about the patient experience.

As far as differences go between female-focused industries, I think that since this industry is so heavily dominated by male physicians, there is not enough empathy towards the patients. Conversely, makeup and fashion industries are heavily dominated by women who understand (and relate to) their customers much better than those in the breast imaging industry.

M: You have raised funds and managed budgets in multiple industries, how is raising funds as an entrepreneur in breast cancer different?

N: Medical device fundraising is worlds different. You can try to pull on the heartstrings of investors in this industry, but that will only take you so far. That being said, I think that explaining what a future looks like with this technology can enforce the idea that this is a positive investment, both for their wallets and for the world at large. 

M: What would you tell future investors as they evaluate the market of women’s health? 

N: I would say that this is an industry that is primed for change. Now is the time to invest in disruptive companies like Koning. 

M: Anything else you would like to add?  

N: I am really excited that we recently launched our second crowdfunding campaign, this time on StartEngine. We raised almost $200k in the first two days after launch and we are expecting to raise several million dollars in the next few months. It is a very exciting time for Koning, and we appreciate everyone’s support for helping us bring better breast imaging options to women around the world.

M: If you are not working for us, where can people go if they would like to invest in Koning?   

N: Our StartEngine profile can be found at www.startengine.com/koning. You can also visit our website, www.koninghealth.com, where you will find the link front and center.