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Femtech World Awards

Does EMA hold the key to unlocking the potential of AI in women’s health?

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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.

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Femtech World Awards 2026: Celebrating initiatives that move women’s health forward

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By Wolfgang Hackl, CEO, OncoGenomX Inc., Allschwil, Switzerland

As the FemTech World Awards 2026 winners are revealed, it is a privilege to reflect on the Research Award 2026 sponsored by OncoGenomX Inc., and on the exceptional standard set by this year’s finalists.

On behalf of OncoGenomX Inc., sincere thanks to every applicant and congratulations go to the nominees whose work continues to push women’s health innovation forward.

Research Awards matter because they do more than recognize excellence in a single moment; they help elevate the science, courage, and systems thinking needed to transform women’s health at scale.

This year’s three finalists represented three different but equally important forms of progress. Natural Cycles brought forward one of the largest studies ever conducted on menstrual and ovulatory patterns in perimenopause, analysing nearly one million cycles from more than 197,000 women across over 140 countries.

That project stood out for both its dataset scale and its ability to translate new evidence into a regulated product designed to support women navigating a historically under-researched life stage.

IVI RMA stood out for scientific rigor and clinical precision. Its multicenter, double-blinded, non-selection study on non-mosaic segmental aneuploid embryos offered high-quality evidence on implantation and live birth outcomes, helping move fertility care away from assumption and toward a more evidence-based approach to embryo management and patient counseling.

UN ESCAP’s ‘Femtech in South-East Asia: Unlocking innovation for women’s health’ stood out for a different reason.

Rather than focusing on one product area or one clinical question, it mapped an entire emerging ecosystem.

The report examined the state of femtech across key South-East Asian markets, documented barriers such as financing gaps, stigma, weak ecosystem support, and data challenges, and then translated that research into practical recommendations for governments, investors, founders, and ecosystem builders.

In many ways, all three finalists are winners.

Each project excelled on core evaluation criteria including originality, relevance, coherence, effectiveness, efficiency, impact, and sustainability.

Each also offered something genuinely valuable to the future of women’s health: stronger evidence, clearer decision-making, more informed product development, and greater visibility for unmet needs that have gone too long without sufficient attention.

The final decision was therefore a genuine head-to-head race.

The jury supported its discussion with a numerical scoring approach, but it also looked carefully at systems impact: the extent to which a project not only advances one intervention, but improves the wider conditions under which innovation can emerge, scale, and endure.

That perspective mattered in this category, because the strongest research is not always only the most technically impressive; sometimes it is the research that opens doors for many future innovations to follow.

On that basis, the OncoGenomX Jury selected UN ESCAP as the winner of the Research Award.

The decisive factor was not simply that the report was comprehensive, though it was.

It was that the project helps change the environment around innovation itself.

It provides a practical roadmap for strengthening research, improving data governance, expanding founder support, addressing gender bias in investment, scaling innovative finance, and integrating women’s health more fully into policy and development agendas.

That broader enabling effect is what distinguished the UN ESCAP project. Natural Cycles demonstrated outstanding research translation, and IVI RMA demonstrated exceptional clinical rigor.

UN ESCAP, however, showed how research can influence the structures that determine whether many other femtech solutions will ever be funded, adopted, trusted, and scaled. In that sense, its impact reaches beyond one company, one product, or one clinical pathway, and toward a healthier innovation landscape overall.

Warm congratulations again to all finalists and nominees.

And special congratulations to UN ESCAP on receiving the OncoGenomX Research Award at the Femtech World Awards 2026.

The jury’s decision reflects deep respect for all three projects and a shared belief that women’s health advances fastest when excellent science is paired with the power to reshape the systems around it.

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Just one week left to nominate your fertility innovation

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Fertility innovation is poised to take centre stage at Femtech World’s third annual awards event, with entries closing in just one week.

The Femtech World Awards recognise outstanding leadership, innovation and impact across key areas of women’s health and wellbeing.

Among the categories is the Fertility Innovation of the Year award, which honours a pioneering product, service or initiative driving transformation in fertility care and support.

Shortlisted entries will demonstrate exceptional innovation in helping individuals or couples along their fertility journeys,  whether through technology, treatments, education, accessibility or emotional support.

Judges will assess scientific advancement, inclusivity, user impact and the potential to break down barriers in fertility health.

The award is sponsored by FinDBest IVF, a global B2B digital platform designed to simplify and accelerate connections between IVF and ART manufacturers and trusted, pre-vetted distributors worldwide.

Since its launch in 2024, the platform has tackled a longstanding challenge in the MedTech sector – fragmented, costly and inefficient market access – by providing a curated, country-specific directory of active partners, featuring key segmentation, certification indicators and direct contact tools.

Covering everything from consumables and lab equipment to AI-powered embryo selection and genetic testing solutions, FinDBest enables companies to scale internationally without the need for expensive congresses or cold outreach.

Juan A. Jiménez, founder and CEO of FinDBest IVF, said: “As part of its commitment to driving smarter access to reproductive innovation, FinDBest IVF is proudly supporting the Femtech World Fertility Innovation Awards for the second year in a row.

“This collaboration reflects two core beliefs at the heart of the platform.

“First, FinDBest IVF was created to accelerate not only the discovery of innovative fertility solutions but their global adoption.

“By supporting these awards, the platform helps amplify breakthrough technologies—from AI-based egg quality tools to next-gen IVF microdevices—and ensures they can reach the right partners and clinics faster.

“Second, the Awards align with FinDBest’s vision of building a 360-degree commercialisation ecosystem, where innovation is not just recognised, but connected to real-world opportunities.

“Many award nominees are pioneering startups and clinical researchers—exactly the kind of innovators who benefit from FinDBest’s support in navigating regulatory complexity, distributor validation, and go-to-market strategies across diverse regions.

“Together with Femtech World, FinDBest IVF is helping to spotlight, support, and scale the future of fertility care.”

Find out more about the Femtech World Awards and enter for free here.

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Mental health

Abortion drug shows promise in reducing cancer risk

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Mifepristone, widely used in medical abortions, may also lower breast cancer risk in women more likely to develop the disease.

Doctors and scientists say stigma surrounding mifepristone is deterring pharmaceutical firms from examining its use as a preventive drug, even though three studies suggest it can slow cancer cell growth.

They argue the drug’s link with abortion, along with restrictions in some countries, is blocking research that could have major public health benefits.

Mifepristone is one of two drugs, along with misoprostol, that women in the UK can use to end pregnancies up to 10 weeks.

Women take a mifepristone tablet, wait 24–48 hours and then take misoprostol. It works as a selective progesterone receptor modulator, meaning it blocks progesterone – a hormone known to drive cell growth in breast cancer.

“It is deeply disappointing that the successful application of mifepristone in one area of clinical medicine is hindering more extensive research into other indications that could benefit public health,” the eight co-authors wrote in The Lancet Obstetrics, Gynaecology and Women’s Health.

“The time is long overdue to give mifepristone the opportunity it deserves to be investigated as a non-surgical option for primary prevention.”

The authors, specialists in reproductive health and cancer, are based in London, Edinburgh, Stockholm and Erbil, Iraq.

Breast cancer kills about 670,000 women worldwide each year, according to the World Health Organization.

Mifepristone could prove particularly useful for women with BRCA1 or BRCA2 gene variants, who currently face limited choices beyond mastectomy or what the authors describe as “low efficacy” drugs.

Three small studies carried out in 2008, 2022 and 2024 showed the drug reduced progesterone’s effect on breast tissue cell growth.

UK cancer charities have joined calls for further research.

Dr Simon Vincent, chief scientific officer at Breast Cancer Now, said: “More risk-reducing treatment options for women with a high risk of developing breast cancer, that also protects their quality of life, are desperately needed. And we need to explore all avenues, including existing drugs, to achieve this.

“So early research into mifepristone is an important step forward and we need further studies to understand if these drugs are safe and effective.”

Dr Marianne Baker, Cancer Research UK’s science engagement manager, pointed to the UK’s 57,900 annual breast cancer cases as evidence that “it’s vital we invest in research exploring new ways to prevent the disease”.

She added: “Cancer develops when cells grow uncontrollably. Early studies showed that mifepristone slowed down cell growth in breast tissue, so it might be useful in delaying or preventing cancer.

“But we need more research to understand whether it’s effective, how it works and who would benefit most from it.”

Prof Kristina Gemzell Danielsson, the lead author and head of the department of women’s and children’s health at the Karolinska Institute in Stockholm, said: “Stigma around mifepristone used for abortion is describing part of why mifepristone is not more extensively researched for prevention of breast cancer.

“Taken together, our data support the use of mifepristone for prevention of poor prognosis breast cancer. All studies were randomised controlled trials using a low dose of mifepristone for two or three months.”

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