Insight
Why we must prioritise R&D to uplift maternal health standards
By Angela Brady, global innovation and partnering director at global health and nutrition company H&H Group

By investing in R&D for maternal health, we can offer women more choice and support to improve their experience throughout their journey.
Over the past few years, significant strides have been made in advancing maternal health, and supporting more women in their journey to motherhood – from predictive diagnostic tools to AI-enabled ultrasounds. Nonetheless, we still have a long way to go.
Far too many expectant mothers are still lacking the essential resources needed to nurture a healthy pregnancy. Recent research shows a staggering 90 per cent of women trying for a baby lack essential nutrients needed for a healthy pregnancy.
The research found that in pre-conception, nine in 10 women had marginal or low levels of folate, riboflavin, vitamin B12 or vitamin D. Moreover, many in their later stages of pregnancy showed signs of vitamin B6 deficiency.
These widespread deficiencies in critical nutrients pose significant risks to maternal health and foetal development, underscoring the urgent need to address them and better support women.
These deficiencies can have long term consequences for the child, impairing their physical and cognitive development, which is why nutrition is so important prior to, and during pregnancy. With the stakes this high, empowering women with the nutritional supplements needed to ensure they are supported throughout their journey to motherhood is vital.
Opening up access and educating women on the importance of these nutrients are the first steps for healthcare providers. Still, we all have a shared responsibility in improving and setting new standards for maternal health and prenatal wellness long term.
To tackle the crisis of deficiencies among expectant mothers and those looking to conceive, ongoing research and development (R&D) in maternal health needs to be prioritised.
Investing in progress – learning from women, to better support women
By gaining a deeper understanding of maternal health and foetal development, we can innovate ingredients that are both more accessible and of a higher quality for women.
Achieving this, however, requires more investment into research that identifies current disparities and nutrient gaps, and investigates initiatives and supplements that can address these issues, including the mental health of the mother.
Mental wellbeing pre-conception and during pregnancy are often overlooked and it’s crucial that women receive the appropriate support at these times and including postpartum. This holistic approach of supporting physical and mental wellbeing reduces the likelihood of complications during pregnancy which could have long term health consequences for mother and child.
It also maximises the postpartum bonding where developing emotional connection and attachment facilitates breastfeeding and stimulates social growth.
It’s encouraging to see foundations such as the Gates Foundation invest in R&D to spur innovations in health and nutrition that can improve maternal health outcomes and aid prevention, detection and treatment of conditions that affect women.
In the global wellness space, H&H Group’s non-profit research organisation, BINC (Biostime Institute Nutrition and Care), is spearheading research to support more women in their journey to motherhood.
We know pioneering initiatives to advance the story for good maternal health – from preconception to early child infancy – is critical. To combat nutrient deficiencies and enhance access to prenatal vitamins for maternal and infant health and wellness, we must put efforts into research first.
By continuing to invest in R&D for maternal health, we can offer women more choice and support to improve their experience throughout their journey, raising the standards for maternal health.
Plugging nutrition gaps – translating insights into innovative solutions
For women with busy lifestyles, getting the exact right amount of nutrients needed can be challenging. It doesn’t help that at a time where women are already contending with pregnancy related challenges – both mental and physical – they are also in a critical window where nutrition is paramount.
With all this in mind, it can understandably be difficult to keep track of nutritional intake, which is why a simpler solution is needed.
Simply put, for women struggling to intake the key vitamins and nutrients needed to support a healthy pregnancy, there needs to be better, and more accessible options available, such as wearables and at-home diagnostics for monitoring and tracking maternal and foetal health.
The hope is that by prioritising R&D, we can create more innovative products that can plug this gap, and tackle deficiencies head on.
With more pioneering research, we can develop more products and solutions to nurture healthy pregnancies and set new standards for health, wellness and care.
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News
Bridging the metabolic wealth gap: The telehealth platform bypassing insurance to democratise care

As weight-loss treatments remain locked behind prohibitive paywalls, a new direct-pay initiative is cutting costs in half for low-income patients, and it could provide a new blueprint for health equity.
It is one of the most persistent, frustrating paradoxes in modern healthcare: the medical innovations most capable of addressing widespread chronic conditions are overwhelmingly priced out of reach for the populations most vulnerable to them.
Nowhere is this more evident than in the current landscape of metabolic health and weight management.
As state governments and insurance providers increasingly restrict coverage for advanced weight-loss medications due to skyrocketing costs, a stark dividing line has emerged. Clinical need is no longer the primary factor in who receives treatment. Affordability is.
This financial barrier disproportionately impacts women, who not only face high rates of metabolic conditions but also frequently serve as the primary caregivers in their households.
For a single mother managing childcare, grueling work hours, and the relentlessly rising cost of living, personal well-being is often the first casualty of a tight budget.
These patients are forced into a holding pattern, watching their conditions progress year after year while highly effective, life-changing treatments remain separated from them by a paywall.
Now, a telehealth platform called Amble Health is attempting to dismantle that wall by bypassing the traditional insurance apparatus entirely.
A Structural Shift for Access
Today, Amble Health announced the launch of the Amble Cares Program, a national initiative designed to cut the cost of medical weight-loss treatments in half for low-income Americans.
The programme arrives at a critical inflection point.
Today, roughly one in eight U.S. adults have utilized advanced metabolic medications, according to a recent KFF Health Tracking Poll.
This surge in adoption has driven a fundamental shift in preventative care, but the distribution of that care has been deeply uneven.
Through the Amble Cares Program, eligible patients can access comprehensive medical weight-loss programmes, which may include prescription medications if clinically appropriate, at up to 50 per cent below standard rates.
To ensure the discounts reach the intended demographic, eligibility is determined by an independent, third-party verification partner, based on verified financial need.
The programme explicitly prioritises individuals and families with limited disposable income, including parents and guardians whose financial flexibility is tied up in providing for dependents.
Once verified, patients are connected directly to licensed clinicians to begin treatment immediately, stripping away the friction of waiting periods.
“Healthcare should not be a luxury item,” said Joey Stiver, CEO of Amble Health. At Amble, we believe that a patient’s zip code or income shouldn’t dictate their metabolic health outcomes.
“The Amble Cares Program is our direct response to the cost of living crisis, moving beyond talk of ‘affordability’ to actually delivering it to the people the traditional system has left behind.”
The Direct-Pay Trade-Off
However, this rapid, lower-cost access comes with a significant structural trade-off.
To achieve these price reductions and eliminate the administrative delays, denials, and red tape associated with traditional healthcare, Amble Health operates strictly as a direct-pay platform.
This means participants cannot use outside coverage. The programme does not accept Medicaid, Medicare, commercial insurance, or even HSA/FSA funds.
For some patients, being entirely locked out of utilizing their existing health benefits may present a new kind of hurdle.
But for those who have already found themselves abandoned by traditional coverage networks, facing outright denials, unnavigable prior authorisations, or insurmountable deductibles, the direct-pay model offers a predictable, transparent alternative to a broken system.
Ultimately, the Amble Cares Program is making a bold bet: that the most efficient way to deliver equitable healthcare to disenfranchised populations isn’t to fix the traditional insurance system, but to innovate entirely around it.
News
UK report warns against ‘financial half measures’ for women’s health
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