Connect with us

Opinion

2023: The year of women putting health into their own hands

By Amanda Obemeasor, health sciences services lead at Zone

Published

on

Amanda Obemeasor

For decades, women’s healthcare has been largely designed and run by men, but the rise in female technology has led to a new wave of women feeling empowered to take back control.

During the pandemic, the number of health apps being downloaded significantly rose, with usage increasing by over 37 per cent.

The women’s health app market alone is expected to grow by US2.9bn during 2021-2026 – so it’s becoming more evident that women increasingly want the option to manage and track their symptoms and cycles, feeling more equipped in this space than ever before.

Healthcare at your fingertips

We spend an average of 4.8 hours a day on our mobile phones. Being able to control our healthcare from our mobile devices not only makes it easy to access our data, but the advancement and sophistication of these technologies allows us to be able to take full ownership of our overall well being.

It’s more than just convenience, the UK has the worst gender health gap out of all countries in the G20, and this is due to women’s health being historically overlooked.

Research into women’s health conditions is also astonishingly low, with five times more research being done into erectile dysfunction – affecting 19 per cent of men – than into premenstrual syndrome, which affects 90 per cent of women.

We know that more needs to be done to tackle this, which is why femtech companies should be focused on closing this gap and utilising health data in a holistic way, to ensure there is no area of women’s health that is left neglected.

There are huge opportunities for femtech brands to continue democratising healthcare in 2023.

We’ve seen some incredible advancements in this space already: think Elvie, which provides wearable technology including a silent breast pump and Kegel Trainer which can be linked to its mobile app, to help mothers monitor their milk volume, exercise and activity.

Tinto is another great example of a wellbeing app which can be tailored to the individual user to support them through their parenting journey.

Technology like this immediately gives users access to a variety of opinions and specific insight-led information helps them to make informed choices that they may not have otherwise had.

It also removes long wait times, financial barriers from travelling to appointments or taking time off work. It can create accessibility for services that usually come at a high premium or are only available to you if you have private healthcare.

Most importantly, apps that are personalised can provide insights that doctors can’t – thanks to wearable technology – and can even fastrack your access to specialists, providing additional information that your GP doesn’t have.

However, integrating femtech into the wider healthcare system is something we are yet to see being done well. There is still a lack of willingness to accept that women are familiar with their own bodies and are able to take executive control of their healthcare.

Going beyond fertility trackers, allowing women to dictate and understand multiple aspects of their health will ultimately improve the type of treatment and care that they receive.

We have seen the positive impact on patient outcomes that can happen when self care tools are integrated into clinical treatment plans.

Management of chronic conditions such as diabetes and hypertension have long been supported with self care tools and strategies including at home monitoring and self injectables. Yet, femtech has not been given the same standing as a tool for clinicians to support their female patients.

Finally, it can help to remove the taboos and creates a sense of community, allowing women to discuss and learn from each other’s experiences and stories.

Whilst apps cannot replace primary care physicians, there are opportunities for them to be an extension of the wellness ecosystem as a whole. It would be great to see more brands create meaningful partnerships and get to a place where doctors see these kinds of technology as a positive addition to a patient’s healthcare.

Creating a holistic experience 

Following the events of Roe v Wade in the US, The White House urged people to delete their period tracker apps over concerns that data would be shared with authorities.

Whilst this may not be such a large concern in the UK, it rightly led to waves of fear and trepidation amongst women downloading and using this tech.

Brands in the femtech space must understand that they will have an increasingly anxious customer base and so re-evaluating your customer needs and expectations is vital.

Demonstrating where and how you add value to their healthcare journey can reinforce that trust and combat any existing anxieties for the user.

Transparency is key, and by showing the user exactly what you have collected about them and allowing them to change this or opt-out can aid in building trust.

Additionally, helping to demystify privacy measures and communicating how data is safe is also essential, as this can be a confusing concept to understand and may cause users to be wary.

Data privacy doesn’t always have to be negatively perceived. There are brilliant and valuable opportunities for companies to use data in building a meaningful, integrated health approach.

Having data shared with external sources can help to integrate femtech-specific findings with other personal data, to help see correlations between conditions and habits to prevent illness.

Brands can integrate femtech insights with other healthtech data to provide a rounded experience that women can use for prevention, rather than just addressing issues once they appear. This will ultimately change the way women’s health issues are viewed, and help to solve the current issue of it being isolated from the wider healthcare system.

It’s vital that we begin to address concerns with trust and truly begin to solve this issue so that femtech can be recognised and integrated into the wider community.

If that responsibility can be met, women can use these vital healthcare apps with the confidence and reassurance that both their privacy and health are being cared for – and we will see further progression in women taking back control.

 

Amanda Obemeasor is the health sciences services lead at the London-based business consultancy firm, Zone Digital.

Opinion

At-home ovulation test nearly as accurate as ultrasound, research finds

Published

on

A new clinical study has found that an at-home device for tracking reproductive hormones can identify ovulation with an accuracy that closely matches hospital-grade ultrasound scanning, in what researchers describe as a significant step for women’s health technology.

The findings, published this week in Reproductive BioMedicine Online, come from an 18-month trial led by Dr Thomas P. Bouchard that followed 121 ovulatory cycles and included 890 transvaginal ultrasound scans. 

The study compared results from the Mira at-home hormone monitor, which tracks four hormones through urine samples, against the two methods long considered the clinical gold standard: ultrasound-confirmed ovulation and blood serum testing.

Researchers found that the day of ovulation, as confirmed by repeated ultrasound scans, fell within a day of the peak in luteinising hormone (LH) detected by the device in 96 per cent of cycles studied.

A new benchmark after 25 years

The study’s authors say it represents the first time a quantitative, multi-hormone at-home monitor has been validated against blinded ultrasound scanning under STARD guidelines, the internationally recognised standard for reporting diagnostic accuracy research. 

Existing consumer fertility trackers, they note, have largely relied on simpler yes/no hormone readings or date-based algorithms that have gone unchanged for a quarter of a century.

The device tracks four hormones: LH, the oestrogen metabolite E13G, the progesterone metabolite PDG, and follicle-stimulating hormone (FSH).

What the data showed

Alongside the headline ultrasound comparison, researchers reported several other findings:

  • Blood test correlation: readings from first-morning urine samples closely tracked blood serum levels drawn within 90 minutes, with the strongest correlation for LH, followed by progesterone and oestrogen metabolites, and a weaker but still notable link for FSH.
  • Hidden variability in “regular” cycles: even among participants with typically regular periods, 11 per cent of cycles were found to be anovulatory, meaning no egg was released. In a further 12.4 per cent of cycles, ovulation occurred while LH was still climbing rather than after it peaked – a pattern researchers say calendar-based apps and single-day tests would likely miss.
  • Earlier warning of fertility window: rising oestrogen signals were detectable roughly five to six days before ovulation, reflecting the natural development of ovarian follicles and offering an earlier indication of the fertile window than LH tracking alone.

‘Precise biological data without the clinic visits’

Dr Bouchard, the study’s lead author, said the research set a new bar for evaluating consumer fertility devices.

“For over two decades, at-home fertility tracking was based on qualitative indicators without providing quantitative hormone values,” he said, adding that testing the device against nearly 900 ultrasound scans under a blinded protocol gave the field a rigorous new benchmark.

Sylvia Kang, founder and chief executive of Mira, said the results pointed to a broader shift in how reproductive health could be monitored.

“Women deserve precise biological data about their reproductive health without needing constant clinic visits and serial blood draws,” she said, describing the findings as evidence that at-home testing could deliver “clinic-grade hormonal visibility.”

Continue Reading

Opinion

Why health AI needs to read between the lines

Published

on

Sahar Abid is a Science Associate at Ema EQ, where she works on cultural sensitivity and bias in AI.

A woman asks an AI health assistant about postpartum depression.

She mentions that her in-laws are telling her to “push through” and skip medical help, even as her symptoms get harder to manage. She never says where she is from or names her background.

The assistant describes the condition and gives her a hotline number. It sounds correct, but it misses what she needs.

That gap is more common than the industry admits, and it points to a blind spot in how we test health AI for bias.

Most bias testing looks at what people explicitly say.

The typical way to check an AI for bias is to label a prompt with someone’s demographic details and see if the answer changes. That catches some problems but misses a bigger one.

Most people do not lead with their identity. They lead with their situation. The woman above told the assistant everything it needed to help her, just not in the form of a label.

Her real question was not only “what is postpartum depression?” It was “how do I get care when the people around me don’t want me to?

When family members hold sway over health decisions, and in many communities they do, advice that asks someone to overrule their family is not something they can act on.

The AI didn’t say anything factually wrong. It answered a different question than the one she was living.

We call this culturally implicit bias, meaning the AI misses the cultural context a situation implies rather than the context a person spells out.

When systems are trained to notice only the explicit cues, they fall back on a default answer built for the majority. For everyone else, the response can feel generic, off-target, or discouraging enough that they stop looking for help.

In health, that is not small. The people most likely to be missed are often the ones the system already underserves.

What we set out to test.

At Ema, we wanted to know how well AI picks up on cultural context that is implied but never stated. So we built our own way to test for it, across a range of communities and real situations like postpartum depression and fertility, using questions that carried cultural meaning without announcing it.

The patterns were consistent. Models often missed the meaning underneath the question. They dropped the specific details a person did share and smoothed them into something generic.

And even when they pointed toward real care, they tended to offer one option instead of choices that might actually fit a person’s life. Any one of those can be the difference between someone following the advice and walking away from care.

Why this matters for anyone building health AI.

Getting this right is the right thing to do, and it also works better.

When an answer reflects a person’s real context, people trust and act on the recommendations more, so they get the help and support they need.

Testing for it is harder than the shortcut most teams use. Swapping a name or a demographic label in and out is easy. Checking whether a model actually understands the human context around a question takes more care.

The shortcut teaches models to perform cultural competence instead of practicing it. No matter how much or how little someone chooses to share, they deserve an answer that is warm, complete, and usable.

A better question.

The bar for equitable health AI should be “does it serve someone who never told you who they are?” It is the harder test, but it determines whether real people get help.

The work of getting there is far from finished, and it is exactly what we are building toward at Ema.

Sources: Naidoo, V., & Chadha, K. K. (2025), Culturally responsive AI chatbots: from framework to field evidence, Computers in Human Behavior: Artificial Humans. Souligne, N., & Subbian, V. (2026), FairLogue: A toolkit for intersectional fairness analysis in clinical machine learning models.

Learn more about Ema EQ

Continue Reading

Opinion

anna perimenopause app launches across 39 markets

Published

on

A perimenopause app that maps existing smartwatch data to the menopausal transition has launched across 39 markets in the UK and Europe.

anna app uses information already recorded by wearables, including sleep, heart rate and body temperature, and returns one suggested lifestyle action each morning alongside the research behind it.

The company says each rule in its library links a defined pattern in a woman’s own data to a specific action. The recommendations were developed with an advising clinician and draw on more than 300 published studies.

The company says recommendations are not generated automatically and each can be traced to research reviewed by a doctor.

The app was built by two women in Riga, has been funded without outside investment and was tested with women in the UK over three months before launch.

Perimenopause is the period of hormonal change before periods stop and usually begins after 40.

The company says one of the challenges is the unpredictability of the transition, with sleep, energy, mood and concentration potentially changing from week to week.

Because the experience varies between women, the developers say it can be difficult to find care tailored to individual needs. After 45, there is also no reliable blood test to confirm perimenopause.

The transition can coincide with a busy period in women’s working lives.

CIPD research published in 2023 found that 27 per cent of working women aged 40 to 60 with menopause symptoms said they had affected their career progression, equivalent to around 1.2m women in the UK.

Some 79 per cent said they felt less able to concentrate.

The long-running Study of Women’s Health Across the Nation, which has followed thousands of women through the menopausal transition, found that cognitive difficulties reported during perimenopause appear to be time-limited, with improvement returning in early postmenopause.

The developers say anna differs from standard wearable data by interpreting measurements specifically in the context of perimenopause.

A smartwatch may show changes in sleep, heart rate or temperature, but anna is designed to look at combinations of those signals and link them to lifestyle guidance for that day.

The app is also designed to work without daily symptom logging.

Users can complete an optional daily check-in if they want to add more context, but the app can operate without a symptom diary or daily manual entries.

It uses information from a compatible device the user already owns, such as a watch, ring or band.

Elina Pika-Lepere, co-founder and chief executive of anna app, said: “Perimenopause arrives exactly when a woman has the least spare capacity. She is often at the peak of her career, raising children, caring for ageing parents. What she has lost is not information, it is predictability.

“We built anna to offer a helping hand and evidence-based guidance through a stage that is difficult but temporary.”

The company gave the example of a morning when a user’s watch shows she has slept well below her own 28-day average.

Rather than simply telling her she is tired, anna may suggest choosing one priority and working on it in 25-minute blocks with a short break between them.

The app also displays the sleep and concentration research used for the recommendation.

anna was founded by Pika-Lepere, who spent 15 years building products in advertising, retail and e-commerce, and product lead Zanda Freimane, whose background is in product management in fintech and e-commerce.

The wider team includes a mathematician and university researcher advising on data architecture, a senior developer and a user experience adviser from a Baltic unicorn company.

anna app is not a medical device and does not provide medical advice.

Its guidance is limited to lifestyle support, and the company describes the app as a tool to complement a doctor rather than replace professional medical care.

anna app is available on iOS across 39 markets in the UK and Europe and is listed on the App Store as anna: Perimenopause & Sleep.

The app is in English and works with Apple Watch, Garmin, Fitbit, Oura and Whoop through Apple Health.

The company says user data is hosted in the EU and is never sold.

The service costs £13.99 a month or £99.99 a year in the UK and €14.99 a month or €99.99 a year in the euro area after a seven-day free trial.

Continue Reading

Trending

Copyright © 2025 Aspect Health Media Ltd. All Rights Reserved.