Entrepreneur
Does EMA hold the key to unlocking the potential of AI in women’s health?
Winner of the Femtech World AI Innovation of the Year Award 2025, EMA, is aiming to lead the way in harnessing AI to improve women’s health outcomes. Stephanie Price speaks to CEO and founder Amanda Ducach, and co-founder Karishma Patel, to find out more.
Built on over 10 million women’s health data points, EMA is an ‘application programming interface’ (API) that enables businesses to offer enhanced support and care to female customers.
Originally starting out as a health customer tool that connected women in local areas, EMA has now evolved to offer more services, integrating AI for a more personalised healthcare experience.
As the first agentic AI for women’s health that utilises physicians and wellness professionals, the API has been designed to support women’s entire healthcare journey, including through fertility, post-partum and menopause.
EMA is now rapidly improving access to healthcare and empowering women to take control of their health, securing over US$1m in contracts in just six months.
Supporting women’s health through AI
Amanda Ducach, CEO and founder of EMA says that with a trained core brain and two interfaces – one for users and one for business – the API can be embedded into an existing product or can build something new.
“Companies can build their AI on top of EMA instead of building it on top of a large language model (LLM),” says Ducach.
“The beautiful thing about EMA is that businesses do not have to build the AI themselves, we do most of the work, and they just help us through the process.
“Companies leverage EMA’s AI for various reasons, but they all circulate around the same four capabilities that EMA is able to execute for them.”
These include personalised health recommendations that Duache explains covers three pillars; health recommendations; clinical support and assessments; and, care navigation and scheduling.
Under the health recommendations pillar, EMA can support education such as understanding symptoms, product and service recommendations such as finding the right diagnostic test, or medical adherence such as alerts and reminders.
The clinical support and assessments pillar can facilitate clinically validated assessments, such as depression assessments, for example, support personalised care plans, and help to flag high risk issues.
Finally, EMA’s care navigation pillar can support clinician booking workflows, tailored navigation and helping customers understand insurance coverage and HEDIS measure tracking.
Utilising the API are groups of physicians, diagnostic companies, pharmaceutical companies and tech enabled services, and, so far, EMA is partnered with the likes of Stanford University, Hoover Institution, Patients Like Me, Willow, MyUTI, Embr Wave and more – supporting a number of startups and enterprises.
Co-founder Karishma Patel explains that the EMA team works closely with the clients to find the best solution and customisation for the front end of the business’s product.
“The clients can lean on us as AI experts – we help them get started and understand the foundational principles behind good design and usability for AI, so we offer that support throughout the process,” says Patel.
Knowledge built by clinical experts
Importantly, Ducach explains that EMA’s knowledge is built using clinical guidance and industry experts, integrating physicians and wellness professionals into the knowledge building to ensure accurate, up to date health information and advice.
“EMA was actually built from the infrastructure perspective of the AI, which is typically a knowledge graph – like a big brain. We don’t use large language models for knowledge,” says Ducach.
“We do everything from clinical guidelines, working with some of the best in the industry to help us come up with how EMA’s knowledge works and what that actual knowledge is within the brain.
“The actual knowledge started off of our own data set from the original health consumer tool. We had over 10 million data points of data of women talking about their health to physicians and to each other.”
As clinical guidance, medical research and legal regulations around different medicines or procedures are constantly changing, EMA ensures its knowledge base is consistently updated to reflect these changes.
“We’ve spent the last six years building out a knowledge graph with ethical guidelines, clinical efficacy guidelines and knowledge guidelines,” says Ducach.
“It changes the entire way that EMA is built.”
Embracing AI for good
As winners of the Femtech World AI Innovation of the Year Award 2025 Ducach says she is happy to see the recognition of AI in women’s health and that EMA promotes ethics in AI, building EMA within an ethical framework.
“It is exciting to see that the world cares about AI in women’s health,” says Ducach.
“I have been doing this for a long time, and we used to avoid using the word AI, because it would actually cause confusion. I’m so happy to see that the industry is starting to embrace it.
“The rules really matter – things like clinical efficacy, evidence-based quality assurance, standards, ethical framework. So, we are very cautious of the ethics behind the AI and we build AI for good.”
Ducach says that EMA has had over 15 million interactions since it launched, that eight out of 10 women said they prefer EMA to querying with Google about their health, and that 27 per cent of one client’s users reported reduced anxiety.
Ducach says: “We’re starting to see really incredible projects happen with AI and women’s health – that can really change the fabric of how women get healthier and how they support their family’s health.”
Patel adds: “For so long, we’ve been working a little bit in the shadows of what we do because people had no idea what AI was and were terrified of what AI. Where we are now – people are embracing it.
“We are very excited about the possibility of that and we are thinking of AI as a solution to help people, which was always the goal. We’re really here to harness AI for good. So it’s exciting to see the recognition now.”
The Femtech World AI Innovation of the Year Award 2025 is sponsored by SiS. See the full list of winners here.
The Women’s Health Innovation Summit (WHIS) has announced that submissions are open for the 2026 Innovation Showcase, giving early and growth-stage start-ups the chance to present their solutions to the most influential audience in women’s health.
Taking place October 13–15 at Encore Boston Harbor in Everett, Massachusetts, WHIS brings together more than 1,000 decision-makers from across the women’s health ecosystem — investors, payers, health systems, pharma leaders, and employers — all under one roof.
Selected companies will pitch live on stage to an audience with the funding, expertise, and connections to accelerate their growth.
Past participants have walked away with investor introductions, commercial partnerships, and clinical collaborations that moved from conversation to contract.
WHIS is where the women’s health ecosystem comes together to get deals done,” said Sarah Rowlands, marketing director.
“The Innovation Showcase puts promising start ups directly in front of the people who can take them to the next level.”
The showcase sits at the heart of a three-day programme spanning digital health, therapeutics, diagnostics, and consumer health.
Previous attendees have included representatives from Mayo Clinic, CVS Health, Eli Lilly, Brigham and Women’s Hospital, Alumni Ventures, Muse Capital, and Maverick Ventures, among hundreds of others.
Applications are open now. Start-ups can submit at
www.whisusa.com/attend/start-ups
About WHIS
Now in its eighth year, the Women’s Health Innovation Summit is the largest global gathering of senior leaders shaping the future of women’s health.
Organised by Kisaco Research, WHIS unites providers, health plans, employers, regulators, pharma, investors, and innovators to increase deal flow, expand reimbursement, improve access, and deliver better health outcomes for women at every stage of life.
WHIS 2026 takes place October 13–15 at Encore Boston Harbor, Everett, MA.
Learn more at www.whisusa.com
Five women-led startups will compete for a share of a £30,000 prize fund in Imperial’s WE Innovate final on Monday 15 June 2026.
The finalists are building businesses to tackle challenges in areas including vaccine technology, epilepsy care and the destruction of “forever chemicals”.
The WE Innovate programme, run by Imperial Enterprise Lab, is a targeted pre-accelerator open to teams led by students, recent alumni and early career researchers who identify as women.
The programme supports 25 women-led teams through six months of masterclasses, business coaching, one-to-one expert support and peer mentoring.
The top five teams will compete to win a share of the £30,000 prize fund at the WE Innovate Grand Final Showcase at Imperial on Monday 15 June 2026 from 18:00 to 21:00.
Tickets are free and available on a first-come, first-served basis.
This year’s final also marks the second year of WE Innovate National, a growing UK-wide programme that has expanded the WE Innovate model built at Imperial to other parts of the country.
Alongside Imperial, Queen’s University Belfast, Swansea University and Loughborough University are each hosting their own grand final showcases on their campuses.
The four showcases are collectively contributing to a shared national ecosystem focused on supporting women-led innovation.
WE Innovate National is set to expand to seven universities next year, supporting 175 women-led startup teams across the UK.
AlphaVectors Biotech is developing a lipid nanoparticle platform to enhance the stability of RNA vaccines at room temperatures.
Lipid nanoparticles are tiny fat-based particles used to deliver genetic medicines into the body. RNA vaccines use genetic instructions to help the immune system recognise a disease target.
Current RNA-based therapeutics rely on lipid nanoparticles that need storage at between -20°C and -80°C and high dosing. This increases distribution costs and leads to significant wastage, limiting scalability, deployment and accessibility in lower-resource markets.
AlphaVectors Biotech says its technology can lower the need for temperature-controlled supply chains, reduce costs and improve the scalability of RNA vaccines for wider deployment.
The startup is led by Dr Apanpreet Kaur, an Imperial alumnus with a PhD in chemical engineering.
Epile-X, by NeuraVance Labs, is working on a platform that could provide continuous, real-world brain monitoring for people with epilepsy.
More than 630,000 people in the UK live with epilepsy, according to the charity Epilepsy Action.
Epilepsy is a neurological condition that can cause recurring seizures. EEG, or electroencephalography, is a test that records electrical activity in the brain.
Current diagnosis relies on EEG recordings in clinical settings and patient-reported diaries, which may miss seizures that happen during daily life.
The startup says its technology combines a wearable EEG with AI-driven analysis to capture daily brain activity and support improved diagnosis and more personalised treatment decisions.
Epile-X is led by Ester D’Alterio, an innovation, entrepreneurship and management MSc graduate from Imperial.
FluoroCycle is developing technology for low-energy chemical destruction of PFAS, breaking down “forever chemicals” at 10 times lower temperatures than current incineration methods.
PFAS are synthetic chemicals found in air, water and soil. Some studies have linked exposure to them to health risks including thyroid disease, reproductive illness and cancer.
The startup aims to make PFAS destruction more affordable by providing its technology as an onsite engineered unit, allowing customers to save on energy and transport costs while cutting their carbon footprint.
FluoroCycle is led by Amanda Fogh, a research associate in Imperial’s department of chemistry.
Waypoint is building a video game controller for visually impaired players to hear and feel popular games, including Super Mario and Minecraft.
At least 2.2 billion people globally have some form of vision impairment, according to the World Health Organisation, while estimates show around 43 million people have complete blindness.
Waypoint says only 0.001 per cent of video games are fully playable for blind gamers.
The startup’s technology uses computer vision and AI to read the game screen and translate key information into sound, vibration and touch for a fully immersive experience.
The founders say it is the first game controller designed to make video games fully playable for blind players.
Waypoint is led by Bana Quronfuleh, an innovation design engineering MSc student at Imperial.
Snitch is developing an accountability-based app that allows friends to cut down their screen time together.
UK adults spend an average of 4.5 hours a day online on personal smartphones, tablets and computers, according to Ofcom’s Online Nation 2025 report.
Young adults spend more than six hours online on average. Some research suggests excessive screen use may have a negative impact on mental and physical health.
The app allows users to join accountability groups and set shared limits across their most used apps.
When one person scrolls, the group’s combined timer counts down. The founders say this helps build awareness, encourage reflection and create small behavioural shifts by making screen use a shared responsibility.
Snitch is led by Asha Bakhai, a design engineering MEng graduate from Imperial.
Indian pharmaceutical giant Sun Pharma has agreed to buy Organon for US$11.75bn in a deal aimed at expanding its women’s health and biosimilars business.
Organon, which was spun out of Merck in 2021, has built a portfolio of more than 70 women’s health and general medicines products, including biosimilars, sold in the US and about 140 other countries.
The acquisition would give Sun Pharma a broader presence in biosimilars, which are medicines designed to be highly similar to existing biological drugs, and strengthen its position in women’s health.
Dilip Shanghvi, executive chairman of Sun Pharma, said: “Organon’s portfolio, capabilities, and global reach are highly complementary to our own, and we believe that bringing the two organizations together can create a stronger and more diversified platform.”
The companies said the combined business would generate annual revenue of US$12.4bn, operate across 150 countries and rank among the top three companies globally in women’s health.
They also said it would become the seventh largest biosimilar player.
Sun Pharma said the deal would help grow its innovative medicines business and expand its biosimilars offering.
It added that the combined company would have 18 large markets each generating more than US$100m in revenue.
Organon’s largest markets include the US, Brazil, Canada, China and countries in the European Union. The company also has six manufacturing facilities across the EU and emerging markets.
The deal follows market speculation that began on 10 April, when Indian media reported that Sun Pharma had submitted an all-cash offer for Organon.
A later report said the offer had been revised to US$13bn. Sun Pharma shares rose about 7 per cent on India’s National Stock Exchange after the announcement.
Sun Pharma said it would acquire all of Organon’s issued and outstanding shares in cash, using a combination of available cash and committed bank financing. It also estimated synergies of about US$350m within two to four years of completion.
The company said the acquisition would strengthen its cash generation, with EBITDA and cash flow set to nearly double, supporting efforts to reduce the net debt to EBITDA ratio of 2.3 times resulting from the deal. EBITDA is a measure of operating performance before certain costs are deducted.
Organon reported revenue of US$6.2bn last year and adjusted EBITDA of US$1.9bn. It also reported debt of US$8.64bn, down from US$9.5bn when it separated from Merck, and a cash balance of US$574m.
In November, Organon announced plans to sell its JADA System, designed to control and treat abnormal postpartum uterine bleeding or haemorrhage, to Laborie Medical Technologies for up to US$465m. Net proceeds from the sale will contribute to Organon’s cash balance as of 31 March 2026.
Organon will merge with a subsidiary of Sun Pharma, with Organon surviving the merger. The boards of both companies have approved the transaction.
Carrie Cox, executive chair of Organon, said: “Following a comprehensive review of strategic alternatives, our Board determined that this all-cash transaction offers compelling and immediate value to Organon stockholders.”
The transaction is expected to close in early 2027, subject to regulatory approvals and Organon stockholder approval.
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