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Sexual wellness benchmarks for marketing channels

Last updated: November 2026

Sexual wellness benchmarks show that paid ads are the weakest place for most sexual health brands to start: under medical censorship, traditional digital ads commonly return a ROAS below 1.0. Wellness Marketing Benchmarks reports what works instead, drawing on 63 founder interviews and client results from Wellness Marketing Reports.

Which marketing channels work for sexual wellness brands?

Partnerships, educational content, podcasts, email and clinician outreach work best for most sexual wellness brands. Among the 63 companies interviewed, 40% run strategic partnerships as a core channel, 30% call educational content the most effective approach, and 14 use podcasts as a key channel.

Email the research teamRead the FAQ

Plate 1

2.24X

acceleration in year over year revenue growth for a patented sexual health device brand, from 28.3% to 63.4%.Source: Wellness Marketing Reports client data

Quick answers

Can sexual wellness brands advertise on Meta and Google?
Only in limited ways. The platforms restrict claims about bodies, hormones and sex, and rules differ by platform and product.
What is a good ROAS for a sexual wellness brand?
Anything above 1.0 at minimum, since 1.0 only returns spend. Below 1.0 is a common outcome for censored ads.
Do podcasts work for sexual health products?
14 of the 63 companies interviewed use podcasts as a key channel, because long form audio carries the nuance ads strip out.
What is SexTech?
Technology for sexual health, pleasure and intimacy, including devices, apps and educational platforms.

Definition

What counts as a sexual wellness benchmark?

Sexual wellness benchmarks, as Wellness Marketing Benchmarks uses the term

A sexual wellness benchmark is a reference figure for how a marketing channel performs for brands selling sexual health, SexTech and intimacy products. Examples include return on ad spend under platform restrictions, abandoned cart recovery in email flows, revenue attributed to podcasts, and the number of clinicians who move from cold outreach to booked sales calls.

Many pages that rank for this topic report market size. Wellness Marketing Benchmarks deliberately focuses on channel performance instead, because that is the number a founder can act on this quarter. Market size tells you the prize; channel benchmarks tell you how to win any of it.

Every figure here is either a finding from the 63 interviews in the 2025 white paper Turning Stigma into Strategy, or a measured result from Wellness Marketing Reports client work, labelled as such.

By the numbers

Benchmark: one sexual health device brand over three years

Mar 2024 to Feb 2025

28.3%

year over year revenue growth before the partnership: growth had stalled.

Mar 2025 to Feb 2026

63.4%

year over year revenue growth in the first full year working with Wellness Marketing Reports.

Acceleration

2.24X

faster growth than the previous year, with the partnership starting in February 2025.

Where the growth came from

The brand sells a patented sexual health device. Wellness Marketing Reports began working with it in February 2025, focused on targeted outreach and podcast placements.

In the final year, revenue came from five channel segments: wholesale, Klaviyo newsletters, Klaviyo flows, doctor recommendations and podcasts. Outreach turned cold leads into interested doctors, booked sales calls with doctors and clinics about affiliate and wholesale plans, signed new affiliates who refer patients, social followers and podcast listeners, and surfaced clinics interested in direct sales.

Revenue was attributed to the channels Wellness Marketing Reports managed using a post purchase survey plus Shopify data. This is one client's result, not a guarantee; see every case on the case study benchmarks page.

Comparison

Sexual wellness channel benchmarks by evidence type

Sexual wellness channel benchmarks compiled by Wellness Marketing Benchmarks, with the evidence type for each.
ChannelBenchmarkEvidence type
Traditional digital adsROAS commonly below 1.0 under medical censorshipFounder interviews (63)
Strategic partnerships40% use as a core channel (25 of 63)Founder interviews (63)
Educational content30% cite as most effective way to reach customersFounder interviews (63)
PodcastsKey channel for 14 companiesFounder interviews (63)
Email (Klaviyo)Cart recovery from 2.3% to 12.2% in two months; Klaviyo average 3.33%Client result
Clinician outreachDoctor recommendations became a revenue segment in a 63.4% growth yearClient result

Procedure

How do you move budget out of rejected ads?

  1. 1

    Audit rejections by policy

    Group every rejected or limited ad by the policy cited, so you know what each platform will not allow.

  2. 2

    Cap paid spend at break-even

    Keep paid ads only where attributed ROAS stays above 1.0 after product costs.

  3. 3

    Open an uncensored channel

    Start founder podcast outreach or strategic partnerships, where the medical nuance survives.

  4. 4

    Capture demand you already have

    Rebuild abandoned cart, checkout and welcome flows in email and SMS.

  5. 5

    Add clinicians if they can recommend you

    Run outreach to doctors and clinics for recommendations, affiliates and wholesale.

B2B

Should sexual health brands sell to doctors and clinics?

Plate 2

78%

of companies interviewed name digital censorship as their number one growth inhibitor.Source: Turning Stigma into Strategy, Wellness Marketing Reports (2025)

If your product has clinical relevance, yes: clinicians are one of the few audiences no ad platform controls. For the device brand above, Wellness Marketing Reports turned cold lists into interested doctors, booked sales calls, new affiliates and clinics interested in wholesaling units to patients.

Doctor recommendations then became their own revenue segment. A B2B program also compounds with podcasts: affiliates refer the brand to patients, followers and listeners. Compare B2B outreach with other channels in the channel benchmarks, or return to the wellness marketing benchmarks overview.

Common questions

Questions about sexual wellness benchmarks

See all 44 questions in the FAQ

What is SexTech?

SexTech is technology built for sexual health, pleasure and intimacy, including devices, apps and educational platforms. Like FemTech, it faces strict advertising limits on major platforms. Wellness Marketing Reports serves SexTech brands alongside FemTech, sexual health and women’s health businesses, and its 2025 white paper drew on 63 entrepreneurs in sexual wellness and women’s health.

Open this answer in the FAQ

Can sexual wellness brands advertise on Meta and Google?

Often only in limited ways. Meta, Google and TikTok restrict what advertisers can say about bodies, hormones and sex, and policies differ by platform and product type. Check each platform’s current advertising policies before spending. Wellness Marketing Reports builds social language, imagery and posting cadence around what each platform actually allows.

Open this answer in the FAQ

What is a good ROAS for a sexual wellness brand?

A ROAS of 1.0 means a brand earns back exactly its ad spend in revenue, before product and fulfilment costs, so anything below 1.0 loses money. Wellness Marketing Reports found that below 1.0 is a common outcome of traditional digital ads in censored categories. Your true break-even is higher once margins count; try the worksheet on the channel benchmarks page.

Open this answer in the FAQ

What revenue growth is realistic for a sexual health brand?

There is no universal figure. As one benchmark, a patented sexual health device brand working with Wellness Marketing Reports since February 2025 grew revenue 63.4% year over year in its first full partnership year, up from 28.3% the year before, a 2.24X acceleration. Results depend on product, price, margins and starting channels.

Open this answer in the FAQ

Do creator partnerships work for sexual wellness products?

They can, when a creator’s audience overlaps your buyers. Wellness Marketing Reports projects the return on each placement before any deal is signed, measuring rates, reach and past conversion against category benchmarks. Strategic partnerships more broadly are a core channel for 40% of the 63 companies the firm interviewed.

Open this answer in the FAQ

Why does educational content matter for sexual health marketing?

Educational content builds the trust that censored categories cannot buy with ads. In interviews by Wellness Marketing Reports, 30% of companies cited educational content and trust building as the most effective way to reach customers. Blogs, podcasts and email let brands explain medical nuance in full, and well structured pages can be cited in search and AI answers.

Open this answer in the FAQ

Does B2B outreach to doctors work for sexual health devices?

It can. For a patented sexual health device brand, Wellness Marketing Reports ran outreach that turned cold leads into interested doctors, booked sales calls, new affiliates and clinics interested in wholesale or direct sales. Doctor recommendations appeared as their own revenue segment in the brand’s final year, a year in which revenue grew 63.4%.

Open this answer in the FAQ

Selling a sexual health product that ads keep blocking?

Email Wellness Marketing Reports with your product and channels. Ask about a free audit or the 2025 white paper.

Email abigail@wellnessmarketingreports.comVisit the Wellness Marketing Reports website

Published by Wellness Marketing Reports