The rigid, plastic T-shaped intrauterine device (IUD) has been available for over 40 years, with little to no innovation. Insertion is painful and involves numerous painful steps, and removal requires bothersome dangling strings, which are a nuisance for women and their partners. Most importantly, the pain associated with insertion and removal is widely known, leading to a nearly universal fear, particularly among younger women, of selecting an IUD.

This ‘fear factor’ is a significant barrier that prevents women from adopting one of the most effective forms of contraception. 3Daughters’ goal is to eliminate this barrier to adoption and radically transform the IUD experience for both practitioners and patients.

Mary Beth Cicero, CEO and co-founder of 3Daugthers, joins this episode to share how their innovative design forms a small frameless magnetic IUD that self-assembles in the uterus and conforms to a women’s body – with no strings attached. Through technological and scientific advancements, 3Daughters is addressing the pain and resulting ‘fear factor’ of IUD insertion.

Alongside experienced co-founder Shelley Amster, Mary Beth discusses how in just two years the company has already made significant progress to translate their novel approach. With a comprehensive system and high-performance team, there is a belief within that this could be the first billion-dollar women’s health product.

Big problems require big vision thinking, and it’s clear through this conversation that this is a team brimming with the passion and perseverance to realize their goals. As a seasoned consultant and marketer, Mary Beth offers some welcome insights as to what it takes to build a solution when those around you might not share the same optimism. #IUD has been trending for the wrong reasons and 3Daughters is on a mission to change the status quo. If you’re ready to be informed and inspired, then listen in.