In her clinical practice as a family physician, Dr. Jennifer Johnston observed a recurring theme: women expressing a desire for more contraceptive options that better suited their individual needs and lifestyles. This clinical insight, combined with her perspective as a mother of four children—three daughters—sparked the idea that would eventually become Elle, MD Biotechnologies.
“My passion for women’s health was shaped not only by my years as a family physician, but also by my own health experiences,” Dr. Johnston reflects. “I regularly cared for women who came to me seeking contraceptive options that would work better for their specific situations and preferences.”
Founded in April 2023 in New Minas, Nova Scotia, Elle, MD Biotechnologies emerged from Dr. Johnston’s recognition of an opportunity to expand contraceptive choices. Her clinical experience revealed that while existing options serve many women well, there remained a significant population seeking alternatives that might better align with their health goals and lifestyle preferences.
“I recognized that there was room for innovation in contraceptive technology,” she explains. “Many women were looking for additional options beyond what was currently available, and I saw an opportunity to develop solutions that could meet those needs.”
THE PARADIGM SHIFT: FROM INDIVIDUAL TO POPULATION IMPACT
The transition from clinical practice to entrepreneurship represented a strategic evolution in how Dr. Johnston viewed her potential to create healthcare impact. “Practicing medicine provides deep insight into patient needs and healthcare gaps,” she explains. “In the clinic, I can help individual patients; through innovation, I can potentially develop solutions that benefit much larger populations.”
This perspective shift reflects a thoughtful approach to addressing healthcare needs at scale. While traditional practice focuses on individual patient care, Dr. Johnston’s entrepreneurial approach through Elle, MD addresses broader market opportunities in women’s health technology.
The femtech sector, she recognized, offered significant potential for innovation in contraceptive technology. Through her clinical experience, she identified specific areas where additional options could provide value to women seeking alternatives to existing methods.
“Patients often expressed interest in having more choices available to them,” she observes. “This feedback became the foundation for Elle, MD’s mission: to develop contraceptive solutions that are hormone-free, user-controlled, and designed to meet diverse needs and preferences.”
MOTHERHOOD AS MOTIVATION: PERSONAL INVESTMENT IN INNOVATION
Dr. Johnston’s role as a mother, particularly to three daughters, provides personal context for her professional mission. Her family experience reinforces the importance of ensuring that future generations have access to diverse reproductive health options.
“Motherhood has influenced my perspective on the importance of choice and autonomy in reproductive health,” she shares. “Having daughters has given me additional motivation to contribute to expanding the range of options available to women.”
This personal investment extends beyond individual family considerations to broader societal implications. When women have access to contraceptive methods that align with their preferences and health goals, they can make reproductive decisions that support their educational, career, and life planning objectives.
“Effective contraception supports women’s ability to plan their futures,” she explains. “If my daughters and other young women have access to diverse, effective options, they can make decisions that align with their individual goals and circumstances.”
NAVIGATING BIOTECH ENTREPRENEURSHIP: CHALLENGES AND OPPORTUNITIES
Building a biotech company focused on women’s health presents unique challenges that reflect both the complexity of healthcare innovation and historical patterns in research funding and investment.
“The primary challenges have been structural: securing funding in a historically underfunded area, navigating complex regulatory pathways across multiple jurisdictions, and establishing credibility in a field that has received less attention,” she explains.
However, Dr. Johnston has approached these challenges strategically, transforming potential obstacles into opportunities for validation and growth. “Each challenge has also created opportunities. Securing non-dilutive grants has validated our scientific approach and supported our research progress.”
The validation extends beyond financial support. Collaborations with established leaders in women’s health research have provided scientific credibility and strategic guidance for advancing clinical studies. These partnerships have been instrumental in building the foundation for future development and attracting additional investment.
“We’ve assembled a mission-driven team of experts that approaches each challenge systematically,” she notes. “This collaborative approach has been essential to our progress.”
THE BETTER RING: EXPANDING CONTRACEPTIVE OPTIONS
Elle, MD’s primary innovation, The Better Ring, represents an addition to the contraceptive landscape rather than a replacement for existing methods. This hormone-free option is designed to serve women who prefer or require non-hormonal alternatives.
“The Better Ring offers women an additional choice in the contraceptive market,” Dr. Johnston explains. “While hormonal contraception works well for many women and has been transformative for women’s health, some women prefer or need hormone-free options. Our goal is to provide an effective alternative for that population.”
The technology utilizes a copper-based mechanism of action, building on established scientific principles while incorporating design improvements. Elle, MD has completed preclinical studies in sheep, generating efficacy data that supports the product’s potential for human application.
The product is designed for user control, functioning both as monthly contraception and emergency contraception within a single device. This dual functionality addresses practical usage patterns and provides flexibility for different contraceptive needs.
“It’s designed to be user-controlled, which appeals to women who prefer to manage their contraception independently,” Dr. Johnston notes. “The dual-purpose design provides flexibility that may be valuable for women with varying contraceptive needs.”
BALANCED PERSPECTIVE ON HORMONAL CONTRACEPTION
Dr. Johnston’s medical background provides her with a nuanced understanding of hormonal contraception’s role in women’s health. Her approach to discussing contraceptive options reflects both scientific knowledge and appreciation for the benefits that hormonal methods have provided.
“Hormonal contraception has been revolutionary for women’s health and continues to be an excellent choice for many women,” she explains. “It has opened doors to education, career opportunities, and reproductive autonomy for generations of women.”
Her work at Elle, MD is positioned as expanding choice rather than replacing existing options. “Different women have different health profiles, preferences, and needs. Some women thrive on hormonal contraception, while others may prefer or require hormone-free alternatives. Our work is about adding options to the market so that more women can find methods that work well for them.”
This perspective acknowledges that contraceptive effectiveness and satisfaction can vary significantly among individuals, making diversity in available options valuable for population health.
TECHNOLOGY AS TOOL: ENHANCING ACCESS AND CONTROL
Dr. Johnston views technology as a means to improve contraceptive access and user control, particularly through advances in biomaterials, manufacturing, and digital health applications.
“Technology enables the development of devices that can be more user-friendly and accessible,” she explains. “Advances in materials science and manufacturing can support the creation of products that are easier to use and potentially more accessible.”
This technological approach has practical implications for contraceptive delivery and management. User-controlled options could reduce dependence on clinical visits for routine contraceptive management, potentially improving access for women with limited healthcare access.
“Technology also enables more inclusive design processes—incorporating feedback from diverse populations to develop products that meet real-world needs,” Dr. Johnston notes. This approach ensures that innovation considers the experiences and preferences of varied user groups.
ACCESS AND EQUITY: GLOBAL DISTRIBUTION STRATEGIES
Dr. Johnston’s commitment to broad access extends beyond product development to include distribution strategies that consider economic barriers in different markets.
“Access is central to our business model,” she explains. “We’re developing a tiered pricing strategy to support affordability in low- and middle-income countries while maintaining commercial viability in higher-income markets.”
This approach balances commercial sustainability with social impact objectives. By establishing revenue streams in developed markets, Elle, MD can support broader access in regions where economic constraints might otherwise limit availability.
Strategic partnerships with NGOs and public health organizations are planned to support distribution in underserved communities. “We’re planning early engagement with organizations that have established distribution networks to reach communities that might benefit from additional contraceptive options,” Dr. Johnston explains.
THE FEMTECH LANDSCAPE: EVOLVING MARKET DYNAMICS
Dr. Johnston’s perspective on the femtech sector reflects both current market trends and future growth potential. She sees the field transitioning from a specialized niche to a more established healthcare sector.
“Femtech is becoming increasingly recognized as an important healthcare market,” she observes. “We’re seeing more personalized, accessible solutions that address women’s health needs across various life stages and conditions.”
This evolution encompasses multiple healthcare applications, from fertility tracking to diagnostic tools for conditions affecting women’s health. The economic implications include increased investor recognition of market opportunities in women’s health.
“There’s growing recognition that women’s health represents both an underserved market and significant economic opportunity,” Dr. Johnston notes. “This recognition is driving increased investment and innovation in the sector.”
DEFINING REPRODUCTIVE AUTONOMY
Dr. Johnston’s vision of reproductive autonomy centers on the availability of diverse options that enable informed decision-making about reproductive health.
“Reproductive autonomy means having access to information and options that allow women to make decisions about their reproductive health based on their individual circumstances, preferences, and goals,” she explains.
This definition emphasizes choice and access rather than prescriptive recommendations. The broader implications extend to educational and career planning, as reproductive choice affects women’s ability to pursue various life paths.
“When women have access to contraceptive methods that align with their needs and preferences, they can make reproductive decisions that support their broader life goals,” Dr. Johnston observes.
LEADERSHIP LESSONS FROM BIOTECH ENTREPRENEURSHIP
Dr. Johnston’s experience building Elle, MD has provided insights into leadership in the challenging biotech sector, particularly in historically underfunded areas.
“Leadership in biotech requires persistence and adaptability,” she reflects. “The development timelines are long, the regulatory requirements are complex, and the funding landscape can be challenging. Success requires maintaining focus on the mission while being flexible about the path to get there.”
The importance of team building and collaboration has been particularly evident in her experience. “Building a strong team with diverse expertise and shared commitment to the mission has been essential. The challenges are significant enough that they require collective effort and varied perspectives.”
BALANCING MULTIPLE RESPONSIBILITIES
Managing the demands of biotech entrepreneurship alongside family responsibilities requires strategic time management and strong support systems.
“Balance requires intentionality rather than perfection,” she explains. “I focus on being present and productive in whatever role I’m filling at any given time—whether that’s research, business development, or family time.”
The approach relies on transparency and collaboration both professionally and personally. “Clear communication with both my team and my family about priorities and commitments helps everyone understand when focus needs to shift.”
GUIDANCE FOR EMERGING INNOVATORS
Dr. Johnston’s advice to potential femtech entrepreneurs emphasizes the importance of understanding user needs and market opportunities.
“Start by listening to women about their experiences and needs,” she advises. “The most successful innovations address real problems that people actually have, rather than problems that might seem theoretically important.”
She also provides perspective on the funding landscape. “While funding for women’s health has historically been limited, this represents opportunity rather than obstacle. The market need is significant, and there’s growing recognition of both the social impact and commercial potential.”
Building supportive networks is essential for navigating the challenges of healthcare innovation. “Connect with mentors, advisors, and peers who understand both the mission and the practical challenges of building healthcare solutions. The community aspect is invaluable.”
STRATEGIC PRIORITIES FOR 2025
Elle, MD’s focus for 2025 centers on advancing The Better Ring through the next phase of research and development while building the infrastructure needed for eventual commercialization.
“Our 2025 priorities include advancing The Better Ring through additional research phases and preparing for studies that will inform our path toward human trials,” Dr. Johnston explains.
Parallel development of manufacturing capabilities and regulatory strategy will support future commercialization. “We’re also developing our manufacturing and regulatory roadmap to ensure we’re prepared for the next phases of development.”
The global access vision remains central to long-term planning. “Our goal is to eventually make The Better Ring available to women globally, with particular attention to markets where additional contraceptive options could have the greatest impact.”
VISION FOR IMPACT
When asked about her hopes for Elle, MD’s legacy, Dr. Johnston focuses on the potential for systemic impact on women’s health options globally.
“I hope Elle, MD contributes to expanding the range of contraceptive options available to women worldwide,” she says. “Success would mean that more women have access to methods that work well for their individual situations and preferences.”
The broader vision encompasses the ripple effects of expanded reproductive choice. “When women have access to contraceptive methods that align with their needs, the impact extends beyond individual health to education, career opportunities, and community development.”
Dr. Jennifer Johnston’s journey from family physician to biotech entrepreneur represents a strategic approach to addressing healthcare needs through innovation. As Elle, MD advances toward human trials and potential commercialization, her work exemplifies how clinical insight, personal motivation, and entrepreneurial execution can converge to create new options in women’s health. Her balanced perspective on contraceptive choice and commitment to expanding access demonstrates how thoughtful innovation can contribute to improving healthcare outcomes for diverse populations.
