Features
Is femtech becoming a TikTok trend? Here’s what the experts think
With 57 per of the app’s active users female, tags like #IVF or #infertility have amassed billions of views

With almost 40 per cent of Gen Zs turning to TikTok for online searches, there is no surprise the video-sharing platform has become the go-to app for many seeking medical advice.
Women’s health content has reached an all-time high on TikTok. The dancing app that became a social media sensation during lockdown is now a source for millions of women looking for online support and advice.
With 57 per of the app’s active users female, tags like #IVF or #infertility have amassed billions of views and tech-savvy content creators have boosted their social media presence.
One huge advantage that TikTok has over other big social media players is the audience, says Sian Thomas, digital media executive at the digital marketing agency Bronco.
“Almost half of all users are under 30, meaning that they are the prime audience for topics such as fertility, pregnancy and general women’s health.
“For too long, women have been treated differently by health professionals. Now, TikTok’s unique algorithm has the ability to make sure their voices are heard.”
Harriet Knock agrees. The social media influencer, who works for the motherhood app Tinto, says the app’s audience reach seems limitless.
“It has potential to reach a vast amount of people in a short space of time – look at how fast a video can go from being posted, to being viral and then shared all over the world.
“It’s, what I would say, is the most popular app amongst young adults. It is accessible to everyone and anyone, no matter your age, background, location or financial status.
“There is so much power in that sense of community and TikTok allows millions of women to connect with, and discover, one another.”
Normalising historically taboo conversations is one of the reasons why Gen Zs and millenials prefer TikTok.
Journalist and women’s health advocate, Emilie Lavinia, says it does a great job at taking the fear, anxiety and shame out of discussing intimate health.
“What were once difficult conversations to have, are now much easier to deliver and process because the formats TikTok favours are upbeat and fun.”
However, she warns that misinformation along with a lack of detail and context could be an issue.
“We have to bear in mind that TikTok wasn’t created to be a democratic educational hub for women’s enrichment.
“You could be responsible for misinformation and direct harm to another person. A lack of citations and sources and unqualified people giving advice can be a huge issue. People are spreading myths based on outdated or cherry-picked data or just wild unsubstantiated claims.
“In a perfect world, we wouldn’t have to use limiting social networks built by tech bros to educate women and girls about health.
“But the best use of TikTok I’ve seen is doctors and educators using the platform to promote other communities and apps that have been specifically built to improve women’s lives.”

TikTok developers say they recognised the need for access to useful educational content and, as a result, in May 2020, they announced the initiative #LearnOnTikTok.
Although this brought more household names, media publishers, educational institutions and professional experts to the app, it has not solved TikTok’s wider misinformation problem.
Take for example mental health support, one of the most popular health searches. With one in five adults in the US affected by mental illness each year, credible content is key.
However, in analysing 500 TikTok videos tagged #mentalhealthtips, research found that a staggering 83 per cent of the mental health guidance was misleading at best.
Jenny Saft, CEO and co-founder of the fertility benefits Apryl, says while there is a growing appetite for straight-talking, transparent and accessible women’s health advice online, a vast amount of content posted on TikTok is not professionally verified.
“This ultimately leads to misinformation landing in people’s laps, which is at best misleading and at worst could put people at risk.
“It can be tricky to navigate the sheer depth of information online. That’s why it’s crucial to check your source, and seek advice from a registered and reliable health professional before making any important decisions related to your health.”
Sian Thomas, the digital media executive, says it’s the responsibility of health companies and creators to ensure that any advice they share is in line with any guidelines or regulations in their country.
“It’s important to remember that, while there are accounts who are run by medical professionals who are sharing valuable, useful content, there are also a lot of people who don’t have the education to provide genuine health advice.
“We’ve all seen the results of trends gone wrong on TikTok, albeit that these are more extreme examples, but these should serve as warnings to sharing advice that could potentially be contrary to medical advice or even harmful to health.
“TikTok health content should be best used as a way of bringing awareness to taboo topics rather than providing solutions to individuals.”
Features
Ovarian cancer drug to launch in UK at US price

AbbVie said on Monday that it will launch ovarian cancer drug Elahere in the UK at the same list price as in the US.
The announcement follows President Donald Trump’s push for drugmakers to align domestic prices with the lowest levels paid by comparable high-income countries under his “most-favoured-nation” policy.
The US currently pays nearly three times more for prescription medicines than other developed nations.
AbbVie is in talks with the National Institute for Health and Care Excellence, the UK’s cost-effectiveness watchdog, to ensure the drug is valued fairly.
The company said these discussions will determine when Elahere is launched in the UK. AbbVie did not immediately respond to a request on pricing.
The move comes after Bristol Myers Squibb said last week it plans to introduce its schizophrenia drug Cobenfy in the UK next year at a price matching its US list price.
AbbVie was one of 17 drugmakers to receive letters from President Trump in July outlining how they should cut prices to match those paid overseas.
Unlike in the US, where market forces determine drug prices, European governments typically negotiate directly with companies to set prices for their health systems.
Elahere, available in the US since 2022, belongs to a new class of therapies called antibody-drug conjugates, sometimes referred to as “guided missile” drugs.
These treatments use antibodies to deliver chemotherapy directly to cancer cells with a specific protein on their surface, allowing for more precise treatment while reducing harm to healthy tissue.
News
Endometriosis linked to hundreds of conditions across the body, study finds

Analysis of millions of health records shows endometriosis is connected to more than 600 conditions, including migraines, asthma and digestive disorders.
The research used algorithms to compare medical histories of people with and without endometriosis, confirming known associations and revealing new ones.
Scientists at the University of California, San Francisco examined data from the University of California’s Health Data Warehouse, which holds records for around eight million people from 2012 onwards.
Findings ranged from reproductive and autoimmune disorders to less-discussed conditions such as gastroesophageal reflux disease, asthma and vitamin D deficiency.
Endometriosis occurs when cells similar to those lining the womb grow outside it and on nearby organs.
Umair Khan is a PhD student in the biological and medical informatics programme at UCSF.
Khan said: “We identified hundreds of health conditions significantly associated with endometriosis, ranging from reproductive disorders and autoimmune diseases to migraines, asthma and gastrointestinal conditions.
“Many of these associations were present even before a formal endometriosis diagnosis, and almost half were replicated in an entirely separate dataset.
“We hope this study validates patients’ lived experience that endometriosis often comes with a variety of other health challenges.”
The large-scale approach allowed researchers to include millions of participants, making the study broader than previous research which usually focused on single conditions such as infertility.
Two notable findings stood out.
Women with endometriosis appeared less likely than others to have high cholesterol – which Khan described as “intriguing, given growing interest in statins as a potential treatment for endometriosis.”
Statins are cholesterol-lowering medicines that are also being explored for their potential to reduce the progression and symptoms of endometriosis.
The study also found a strong association with migraines, suggesting the two conditions may share biological pathways. Migraines often appeared in patients’ records before an endometriosis diagnosis.
Experts said the findings reinforce the view of endometriosis as a systemic disease, not just a pelvic disorder.
Inflammation, immune dysregulation and molecular signals such as microRNAs may help explain its widespread effects.
Research also suggests shared genetic pathways could account for links with conditions like migraine.
Clinicians note that understanding endometriosis as a whole-body condition highlights the importance of early recognition and management.
Patients may benefit from anti-inflammatory medicines not only for pain but to reduce broader systemic effects.
Researchers added that big data methods like those used here could help guide more personalised treatment strategies.
Work is now underway to apply predictive modelling and artificial intelligence to identify those at higher risk and to explore whether existing medicines can be repurposed for treatment.
Entrepreneur
IVF innovation: What you need to know about global regulatory pathways in 2025

By Juan A. Jiménez, founder and CEO, FindDBest IVF
In the fast-moving world of fertility innovation, building a game-changing medical device or diagnostic is only half the journey.
The other half? Getting it approved — and into the hands of those who need it.
At FinDBest IVF, we work with IVF and ART (Assisted Reproductive Technology) device manufacturers around the world to help them navigate local regulations, identify distributors, and accelerate global expansion.
Over the past few months, we’ve been breaking down country-by-country regulatory updates in a series of accessible articles.
If you’ve missed them, don’t worry.
Here’s a quick, plain-language roundup of what’s new (and what’s changing) in the major regions IVF innovators are targeting in 2025 — from the United States and Europe to Brazil, China, the Middle East, and beyond.
United States – Getting Smarter with AI and Safer with UDI
The U.S. Food and Drug Administration (FDA) remains a global gold standard. But in 2025, two updates stand out:
- Quality System Alignment: The FDA has officially aligned its quality system with ISO 13485:2016 — a widely accepted international standard. This change means U.S. and European manufacturers now speak a more “common language” when it comes to quality documentation.
- AI Oversight & UDI: The FDA’s Digital Health division now requires AI-based software (like embryo scoring tools) to include performance monitoring and retraining protocols. Also, UDI (Unique Device Identifier) submission to the FDA’s database is mandatory for traceability. This affects any embryo kit, lab platform, or culture system sold in the U.S.
Tip: If you’re developing AI software for embryo selection or any connected device, plan early for post-market data collection and ongoing validation.
China – Stricter for AI, but More Open to Global Data
China’s regulator, the National Medical Products Administration (NMPA), has doubled down on innovation — and caution.
In 2025:
- AI-powered devices are increasingly treated as Class III — the highest-risk category — especially if they influence embryo transfer decisions.
- However, NMPA now accepts overseas clinical data in some cases (if the population data is relevant), reducing the need for local trials.
Also, connected IVF devices must now integrate with China’s UDI cloud system, and submit a cybersecurity risk report as part of the approval process.
Tip: Get local regulatory advice early — and expect your AI device to be subject to the most rigorous pathway.
European Union – CE Marking Under the MDR
Europe’s Medical Device Regulation (MDR) is in full effect, and IVF-related products like culture media, incubators, embryo transfer catheters, and AI software fall under tighter scrutiny than in the past.
What’s new:
- Classifications are stricter — many IVF consumables are now Class IIb or even Class III.
- UDI and post-market reporting are mandatory.
- Software (SaMD) requires usability testing, transparency around algorithms, and cybersecurity protection.
The CE Mark still unlocks the entire European market — but earning it now takes more time, documentation, and risk management.
Tip: Plan for at least 6–12 months to get through CE marking, depending on your device class.
ASEAN – Harmonized in Theory, Fragmented in Practice

Juan A. Jiménez
The Association of Southeast Asian Nations (ASEAN) introduced the AMDD (ASEAN Medical Device Directive) to harmonize device registration — but the reality is still very country-specific.
- Each country requires separate approval, despite using the same CSDT (Common Submission Dossier Template).
- Some markets (like Singapore and Malaysia) are faster and more tech-driven.
- Others (like Indonesia or Vietnam) still require local clinical data or language-specific labeling.
Tip: Use a single ASEAN-friendly dossier and localise as needed. Don’t assume one approval unlocks all 10 markets.
Latin America – Patchwork of Rules, Rising Demand
IVF demand is rising across Brazil, Mexico, Colombia, and Argentina, but regulations vary widely:
- Brazil (ANVISA): Class III/IV devices need a local GMP certificate and may face long timelines (9–18 months).
- Mexico: Recognizes CE/FDA under its “Equivalency Pathway,” which can fast-track approvals.
- Colombia and Argentina: Local sponsor/distributor is mandatory, and digital portals are evolving.
Also, Brazil and Mexico both require product documentation in Portuguese or Spanish, and some devices must comply with local technical standards.
Tip: A smart local partner who knows the IVF space is the fastest path to compliance.
Middle East – Local Sponsors + UDI = Mandatory
Key IVF markets in the Middle East — including Saudi Arabia, UAE, Egypt, Jordan, and Qatar — continue to grow. However, nearly all require:
- A local “Authorized Representative” (AR) or license holder
- UDI labeling (especially in Saudi Arabia under the Saudi-DI program)
- In some cases, bilingual labeling (Arabic + English)
Some authorities, like the UAE’s MOHAP, offer relatively quick review times (~45 working days), while others (e.g. Egypt or Bahrain) are tightening post-market requirements and traceability rules.
Tip: Don’t underestimate the value of an experienced local sponsor — they often control the registration certificate.
Australia & New Zealand – Gold Standard and Gateway
Australia’s Therapeutic Goods Administration (TGA) is globally respected. In 2025:
- UDI is mandatory starting July 2026 for higher-risk devices.
- AI software is regulated under SaMD (Software as a Medical Device) rules.
- Post-market vigilance requirements are increasing, with hospital-level reporting becoming mandatory in 2026.
New Zealand, meanwhile, repealed its planned regulatory overhaul. That means the WAND system — which only requires notification, not approval — continues for now.
Tip: Use Australia for your “gold standard” approval; use New Zealand for speed-to-market.
What This Means for You
Whether you’re developing AI-based software, culture media, cryopreservation devices, or genetic diagnostics — regulatory strategy is now core to your go-to-market plan.
The good news? There are clear pathways. The not-so-good news? They’re all a little different.
That’s where FinDBest IVF comes in.
We help medical device manufacturers:
- Find local regulatory-savvy distributors or license holders
- That understand country-specific timelines and dossier formats
- Stay ahead of new UDI, SaMD, and post-market changes
- Expand globally, faster — with fewer surprises
Want to connect with IVF-focused partners in any of these regions?
Email us at [email protected] or visit www.findbestivf.com
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