Insight
Build vs. buy in women’s health AI?
The Answer is to Build With Ema
By Morgan Rose, CNM, WHNP-BC, IBCLC | Chief Science Officer, Ema
The AI era has made one thing clear: the companies that win won’t be the ones with the flashiest models, but the ones with the smartest infrastructure.
For health companies, especially those focused on women, this raises an urgent question: Should you develop your own AI, purchase a generic one, or take a middle ground approach?
At Ema, we’ve seen the pitfalls of both extremes. Buying off-the-shelf often fails to deliver the depth and nuance women’s health demands. Building from scratch is expensive, time-consuming, and frequently disconnected from the emotional and clinical realities of the care experience.
The most innovative teams take a third path: they build with us.
Here’s why.
- You Keep Your IP. We Bring the Intelligence Layer.
Ema is not a white-labeled chatbot. We’re the structured intelligence layer that integrates into your existing product, powering patient experiences, clinical pathways, or behaviour change tools with contextual, medically grounded insight.
Partners bring their unique voice, audience, and proprietary data. We bring the AI infrastructure purpose-built to scale safe, empathetic, and personalised care.
You own the experience. We make it intelligent.
- We’re Built on Medical Rigor, Not Just Language Models.
Ema’s models are trained on real, longitudinal women’s health data, curated from clinical guidelines, behaviour science, and the lived experiences of diverse populations.
We’ve layered our AI with:
- Evidence-based clinical reasoning
- Motivational interviewing techniques
- Nursing and biopsychosocial frameworks
- Cultural and emotional fluency
Your team doesn’t have to reinvent the wheel with the medical review stack. We’ve already built it.
- You Don’t Have to Staff an AI Team to Compete Like One.
Building a vertical AI model takes more than prompt engineering. It takes response frameworks, safety protocols, testing systems, and a constant feedback loop between product, clinical, and user research.
Ema comes with a pre-built ops layer, including:
- A monthly clinical review team
- A proprietary benchmarking system across clarity, empathy, and accuracy
- A training and tuning pipeline that can adapt to your protocols
In other words, we provide your product team with a fully staffed AI engine, eliminating the need for additional hiring.
- Your Data Makes Ema Smarter for You.
When you build with Ema, your proprietary data helps shape a model that becomes sharper over time, tailored to your use case, users, and brand.
We offer structured co-training pathways that let you:
- Layer in custom escalation protocols
- Fine-tune tone and language
- Generate insights from anonymised user inputs
- The Women’s Health Market Deserves Purpose-Built AI
Most general-purpose AI wasn’t trained to understand PMDD, perimenopause, or postpartum anxiety. It doesn’t know what matters emotionally, what needs to be flagged clinically, or what’s missing systemically.
Ema does. That’s why leading brands from hardware to digital care platforms choose to build with us instead of trying to patch together something on their own.
Because your users will feel the difference between a bot that gives answers and an intelligence layer that builds trust.
If you wouldn’t buy generic AI for cardiology, don’t settle for it in women’s health.
Building with Ema gives you the speed and flexibility of buying, with the long-term defensibility of building. And it gets you to market faster with safety, empathy, and clinical depth already built in.
If you’re designing for the most complex, high-trust users in healthcare, don’t choose between build or buy.
Build with someone you’d buy from. Build with Ema.
Find out more about Ema at emaapp.co
Nighttime temperatures during pregnancy may be linked to a higher chance of an autism diagnosis in children, a recent study suggests.
The research tracked nearly 295,000 mother-child pairs in Southern California from 2001 to 2014 and linked warmer overnight temperatures with higher risk in early and late pregnancy.
Children of mothers exposed to higher than typical nighttime temperatures during weeks one to 10 of pregnancy had a 15 per cent higher risk of an autism diagnosis.
Exposure during weeks 30 to 37 was linked to a 13 per cent higher risk.
Lead author David Luglio, a post-doctoral fellow at Tulane University, said: “A key takeaway is that we identified specific windows when a mother and her developing child can be most affected by exposures to higher nighttime temperatures.
“This is critical and hopefully can help mothers prepare accordingly.”
The study is described as the first to examine how temperature may affect fetal neurodevelopment, the process by which a baby’s brain and nervous system form during pregnancy.
Extreme temperatures linked to increased risk were classified as above the 90th percentile, meaning 3.6°F hotter than average, and the 99th percentile, 5.6°F above average.
The association held even after researchers accounted for factors such as neighbourhood conditions, vegetation and fine-particle air pollution.
The study could not account for other factors such as access to air conditioning. Researchers did not find the same association with daytime temperatures, potentially because people spend more time away from home during the day.
“Heat waves are becoming more frequent, and people may only think of the dangers of daytime heat exposure,” said Mostafijur Rahman, assistant professor of environmental health sciences at Tulane University.
“These results indicate a strong association between high nighttime temperatures during pregnancy and autism risk in children and show that we need to think about exposure to heat around the clock.”
The study did not examine how higher temperatures at night might affect prenatal development, though Luglio said it is possible that warmer nights disrupt sleep for pregnant mothers.
Previous research has suggested insufficient sleep during pregnancy may be linked to a higher risk of neurocognitive delays in children.
“Extreme heat exposure during pregnancy has been linked to a range of adverse health outcomes, including prenatal neurodevelopment delays and complications with an embryo’s development of a central nervous system,” Luglio said.
“The goal of our study was to specifically explore the link between prenatal heat exposure and autism diagnoses for the first time.”
The World Health Organization (WHO) welcomed a delegation of parliamentarians to its Geneva headquarters for a high-level dialogue on women’s health and sexual and reproductive health and rights.
The meeting on 20 January 2026 focused on women’s health, sexual and reproductive health and rights, noncommunicable diseases (long-term conditions such as cancer and diabetes) and global health cooperation.
The exchange was convened by the Konrad-Adenauer-Stiftung and the UNITE Parliamentarians Network for Global Health, bringing together parliamentarians from Albania, Germany, Georgia, Mexico, Slovakia, South Africa, Sri Lanka, Sweden and Zimbabwe.
A central theme was the need to move beyond fragmented approaches to women’s health.
Dr Alia El-Yassir, WHO director for gender, equity and diversity, highlighted that outcomes are shaped by gender inequalities, social norms and structural barriers across the life course, requiring coordinated action across health systems.
Thirty years after the Beijing Declaration and Platform for Action, a landmark framework adopted in 1995 to advance gender equality and women’s rights, Dr Anna Coates, WHO gender equality technical lead, noted that progress on women’s health remains uneven.
She called for health systems that are more gender-responsive and able to address women’s health holistically across the life course.
Parliamentarians stressed that health is inseparable from wider social and economic policies, and called for stronger links between evidence, legislation and measurable impact at country level.
The meeting also focused on sexual and reproductive health and rights, where parliamentarians expressed interest in engaging on issues that directly affect their constituents.
Dr Pascale Allotey, director of WHO’s Department of Sexual, Reproductive, Maternal, Child, Adolescent Health and Ageing, outlined WHO’s life-course approach to sexual and reproductive health and rights.
She highlighted how needs evolve from birth to older age and how these are shaped by social determinants, humanitarian crises and demographic trends.
Dr Allotey underscored the role of parliamentarians in advancing sexual and reproductive health and rights and the importance of continued engagement with WHO to support evidence-based policy-making.
The agenda highlighted cancer as a growing priority for women’s health and for health system sustainability. Dr Prebo Barango, lead for the Cervical Cancer Elimination Initiative, Dr Meghan Doherty, consultant for palliative care, and Santiago Milan, lead for the WHO Global Platform for Access to Childhood Cancer Medicine, presented WHO’s integrated approach to cancer control.
Palliative care is treatment and support that aims to improve quality of life for people with serious illness by managing pain and other symptoms.
The discussion underlined the need for sustained political commitment and domestic investment to address noncommunicable diseases.
Parliamentarians shared national experiences showing the social and economic impacts of cancer on families and caregivers, reinforcing the importance of improving health literacy, reducing stigma and delivering people-centred care.
The meeting also addressed the state of global multilateralism.
Dr Jeremy Farrar, assistant director-general for health promotion, disease prevention and care, outlined how WHO has restructured to enhance efficiency, impact and capacity to support countries.
He reaffirmed WHO’s commitment to more systematic engagement with parliaments, recognising their role in shaping health policy, legislation and budgets.
The exchange concluded with a call for continued collaboration, including through partnerships with the Konrad-Adenauer-Stiftung and the UNITE Parliamentarians Network for Global Health, ahead of the UNITE Global Summit 2026 on 6–7 March in Manila, the Philippines.
Agilent has FDA approval for a test to identify ovarian cancer patients who may be eligible for immunotherapy.
Agilent’s PD-L1 IHC 22C3 pharmDx is the only FDA-approved companion diagnostic to help identify patients with epithelial ovarian, fallopian tube or primary peritoneal carcinoma whose tumours express PD-L1 and who may be eligible for treatment with KEYTRUDA, Merck’s anti-PD-1 therapy.
A companion diagnostic is a test used alongside a specific treatment to show whether a patient is suitable for that therapy. PD-L1 is a protein on some cancer cells that helps tumours evade the immune system.
These cancers affect the reproductive system and the lining of the abdominal cavity.
The test enables pathologists to assess PD-L1 expression at diagnosis to support treatment decisions in a disease where options remain limited for many.
This is the seventh FDA-approved companion diagnostic indication for PD-L1 IHC 22C3 pharmDx for use with KEYTRUDA.
Nina Green, vice president and general manager of Agilent’s clinical diagnostics division, said: “Delivering effective precision oncology requires close collaboration between diagnostics and therapeutics, and this FDA approval reflects Agilent’s long-standing industry partnership in companion diagnostics.
“We are proud to enable pathologists to identify patients with EOC who may benefit from immunotherapy.
“As the first immuno-oncology approval for this disease, this milestone underscores our commitment to advancing precision medicine and expanding access to innovative cancer treatments worldwide.”
PD-L1 expression with this test was evaluated in the KEYNOTE-B96 clinical trial supporting its use to identify patients who may benefit from KEYTRUDA.
In the US, ovarian cancer caused approximately 12,730 deaths in 2025 and the five-year survival rate was 51.6 per cent between 2015 and 2021.
In addition to these cancer types, the test is indicated in the US to help identify patients with non-small cell lung cancer, oesophageal squamous cell carcinoma, cervical cancer, head and neck squamous cell carcinoma, triple-negative breast cancer and gastric or gastro-oesophageal junction adenocarcinoma who may benefit from treatment with KEYTRUDA.
The test was developed by Agilent with Merck as a companion diagnostic for KEYTRUDA.
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