In this episode of The Innovation Storytellers Show, I sit down with Mary Beth Cicero, co-founder and CEO of 3Daughters, a clinical development company determined to transform women’s healthcare. Mary Beth has spent more than forty years in executive leadership, marketing, and business development, devoting most of her career to contraception, fertility, and the health conditions that affect women most. Her career has spanned work with start-ups, biotech firms, and major pharmaceutical companies, giving her a rare perspective on how innovation can truly change lives.

Our conversation begins with an origin story that is as surprising as it is inspiring. A veterinary innovation for performance horses became the starting point for a groundbreaking frameless, non-hormonal IUD designed to dramatically reduce pain, eliminate strings, and adapt to the shape of a woman’s uterus. Mary Beth explains the science behind the device, which uses three self-assembling copper-encased magnets, and how her team developed a new insertion method that prioritises comfort and safety.

We also talk about the bigger picture. Mary Beth shares why the contraceptive market has seen so little innovation in recent decades and why she believes women deserve more options for the thirty years they are likely to use contraception. She discusses the investment gap in women’s health, the lack of awareness among many investors, and the importance of creating products that respond to real patient needs. As policies around reproductive health shift around the world, the demand for reliable and accessible contraception is growing, making this not only a medical opportunity but also a critical societal need.

From securing grants to navigating the complexities of FDA approval, Mary Beth offers an honest look at the challenges and rewards of bringing a new medical device to market. She leaves listeners with a clear message: innovation in women’s health is not optional, it is essential, and the potential impact reaches far beyond the individual patient.

This is an episode that will expand your thinking about what is possible when passion, science, and persistence come together to solve one of the most pressing health challenges of our time.

About: Mary

Name: Mary Beth Cicero
Title: Co-Founder & CEO
Company: 3Daughters
LinkedIn | Website | Company LinkedIn Page

Mary Beth Cicero has over 40 years of executive leadership roles in marketing and business development. She has significant professional experience in Women’s Healthcare, having spent the greater part of her career working in contraception, fertility, and most disease states that affect women.

Mary Beth was formerly President of MarketSense Ltd., a healthcare consulting firm, where she worked with over 100 clients on marketing assessments, partnering activities, fundraising, market research, and every aspect of licensing. She served as Vice President of Business Development for Agile Therapeutics (Twirla®) for over seven years. Other previous positions include Vice President of Business Development at two biotechnology companies. Prior to that time, she led US marketing for Serono Labs (now EMD Serono) focusing on infertility treatments.

Mary Beth’s educational background includes a BSc in Biology (cum laude) from Boston College and an MBA in Marketing from Babson College. In addition to her professional responsibilities, she teaches a course entitled “Marketing Principles and Applications for Pharma Entrepreneurs” for the Jie Du Center for Innovation