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Four considerations for evaluating GenAI for femtech

By Ambreen Molitor, National Director, Innovation, Planned Parenthood

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As more industries explore the potentials of GenAI innovation and efficiency, it’s helpful to have a roadmap toward successful implementation. Investing in GenAI solutions can be costly, so it’s critical to approach the evaluation process strategically.

Planned Parenthood Federation of America (PPFA) is proudly committed to applying technology and innovation to ensure people can get the sexual health information they need to seek the care they deserve.

Over the years, we’ve learned a lot about innovating with an eye toward equity, even with finite resources.

In addition to investing in our digital tools, one of our top innovation priorities is strategically researching and evaluating GenAI to explore its potential to help us continue to meet our organisational goals.

Here are some suggestions based on insights we’ve learned along the way: 

1. Determine “Why GenAI”

Test customer support as a business case.

Consider areas where automation can significantly improve efficiency or customer experience.

Common use cases like customer support and FAQ handling are a good place to start. Information sharing with motivated users is often the strongest tool to embolden positive action or change.

Define success metrics.

Make sure the product has clear, measurable objectives for chatbot implementation.

Objectives could include reducing staff time or cost or increasing satisfaction scores.

Start small and iterate.

Attempting to build a comprehensive chatbot that can respond to any scenario can result in a product that needs to be more specific and defined, making success more difficult to measure.

Instead, consider investing in AI that is trained for a specific purpose in one area. With increased specialization comes optimal output tailored for your audience.

2. Prioritise Diversity, Equity, and Inclusion (DEI) for Bot Success

Ensure inclusive language and cultural sensitivity.

A successful chatbot — particularly in health care — should be able to communicate effectively with anyone, acknowledging and accounting for diverse lived experiences, and be quality tested to ensure a reduction of error or removal of bias.

Build a diverse development and review team.

Make sure the product is regularly staffed with and work reviewed by a diverse (representative in race/ethnicity, age, lived experience, for example) group of people to contribute to the bot’s accuracy, fairness, and inclusivity.

3. Ensure Human-AI Compatibility Throughout the Product Life Cycle

Invest in resourcing staff for ongoing development and training for the bot.

Implement safeguards to prevent the AI from producing harmful or inappropriate content by handing it off to humans — or even another system — if something goes awry or the user opts out. 

Ensuring seamless human-AI compatibility is crucial at every stage of a GenAI product’s lifecycle.

This ongoing focus on the human element helps create a more effective, user-friendly, and trustworthy AI solution.

4. Score for Accuracy and Brand Representation

Prioritise continued accuracy assessment.

Eliminating inaccuracy in your GenAI solution maximises user trust, builds legal compliance, and achieves business objectives.

To evaluate and enhance the accuracy of a GenAI solution, you can implement mechanisms for users to report inaccuracies or provide feedback.

Systematising error monitoring and implementing solutions for GenAI knowledge cutoff dates can also improve accuracy.

Align your product with your brand.

For an optimal user experience, you’ll want your GenAI solution to reflect your brand accurately.

Think about developing an evolving scorecard that measures communication tone, style, and ethical standards and principles against your brand guidelines and values.

Be sure to include crisis scenarios, compare these scores against other language model technologies, and keep a tally of the number of times AI provides a satisfactory answer based on the agreed-upon definition of accuracy, reliability, and other quality metrics.

If you keep your goal finite and specific, include a representative community of users, and hire trained staff to monitor and evaluate the product, you’ve established the parameters for building, scaling, evaluating, and iterating a successful GenAI solution.

Planned Parenthood is the headline sponsor of the Femtech World Awards. Find out more and enter for free here.

Insight

Black women want more accessible breast cancer screening info, study finds

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Black women in the UK want clearer, more accessible breast cancer screening information, research has found.

The study looked at why Black African and Black Caribbean women are less likely than white women to attend breast screening.

Researchers at the University of Surrey held focus groups and interviews with 47 Black African and Black Caribbean women aged 50 to 71.

Women in this age group are routinely invited for NHS breast screening.

The researchers said only 45 per cent of Black women attend screening, compared with 63 per cent of white women.

Anietie Aliu, lead author, postgraduate researcher at the University of Surrey and registered nurse, said: “Diagnosing breast cancer early can dramatically improve a person’s chance of survival.

“Breast cancer screening plays an important role in this by identifying the cancer and ensuring a person receives speedy treatment.

“Despite the importance of screening, Black women are less likely to attend appointments than white females.

“This puts them at risk of a potential cancer being diagnosed late and spreading to other areas of the body. We need to understand what is preventing Black women from attending these appointments and help identify ways to remove such barriers.”

The study found a need to increase awareness of breast cancer screening, especially among women less familiar with the service.

Some women, particularly those born outside the UK, knew little about breast screening before receiving their first invitation.

Others questioned why they needed screening when they had no symptoms.

The importance of trusted conversations was also identified.

Researchers found that some Black women expected their GPs to speak to them about breast screening, particularly before they reached screening age.

Although NHS breast screening is organised through national screening services, researchers said GPs often have established relationships with patients and may be well placed to offer brief advice on preventive care, including breast screening.

Participants called for stronger links between GP practices, breast screening services and Black community champions.

They said this could help women receive trusted information, ask questions and feel reassured.

Faith and religious beliefs also shaped decisions for some women.

Some Black African Christian women said illness, including cancer, was not permitted by God in their bodies, while others saw screening as a personal choice that did not conflict with Christian faith.

Muslim women highlighted the importance of being able to state their religion on medical appointment forms to help ensure they were seen by a female mammographer.

A mammographer is a healthcare professional trained to carry out breast screening scans.

Aliu added: “Breast screening can save lives, but our findings show that attendance is shaped by multiple factors, not just awareness, although awareness remains important.

“Women need relatable screening information, reassurance, flexible appointments and services that are accessible within their communities.

“Many felt that invitation letters were too formal, and that leaflets and media imagery did not reflect them, making it harder to relate to screening.”

Dr Afrodita Marcu, senior research fellow at the University of Surrey and member of the research team, said: “We need a more collaborative approach, where primary care, screening services and community voices work together to support women before, during and after the invitation.”

The researchers said future breast screening interventions should be designed with Black women, rather than for them.

They said user-friendly and culturally relevant resources, developed with communities, healthcare professionals and screening services, could improve understanding, reduce fear and make breast screening feel more accessible and reassuring.

Dr Robert Kerrison, associate professor of cancer care at the University of Surrey, said: “There is no question that breast screening can be lifesaving, but we need to make it easier for women to understand, access and feel reassured by the programme.

“This means improving communication, addressing practical barriers and making sure healthcare professionals and community partners are supported to provide clear and trusted information.”

The team has also explored healthcare professionals’ perspectives and worked with stakeholders to develop user-friendly materials with Black women.

Researchers said this co-designed approach could help ensure breast screening messages are culturally relevant, practical and shaped by the people they are intended to support.

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“Women’s voices should be heard and pain should never be ignored,” says Wales’s first Women’s Health Minister

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Women’s pain should not simply be endured, Wales’s first women’s health minister has said.

Delyth Jewell said she was determined to tackle the normalisation of pain in women’s healthcare and ensure women’s voices are listened to.

Speaking during a Women’s Health Summit at the Temple of Peace on Thursday, July 16, she said: “For too long, women’s health has been treated as an afterthought. No woman should be afraid to speak up about pain or things that don’t feel right.

“Women should be believed about their bodies, and I am determined to change the culture that has let too many women down.”

She added: “Women’s voices helped create the Women’s Health Plan. Now we’re making sure those voices continue to shape what comes next.”

The summit brought together clinicians, researchers and women with lived experience to tackle the normalisation of pain in healthcare and identify how women’s voices can better shape NHS services.

Lived experience means insight from people who have personally gone through a health issue or used healthcare services.

The event focused on pain linked to clinical procedures and long-term health conditions, drawing on research evidence, clinical expertise and women’s personal experiences.

Following the summit, minimum standards for service user engagement will be drafted to ensure women’s voices continue to influence the delivery and future priorities of the Women’s Health Plan.

Service user engagement means involving people who use health services in decisions about how care is designed, delivered and improved.

Work will also begin to refresh and strengthen the plan, including gathering feedback directly from women across Wales.

The NHS Wales Women’s Health Plan was developed after discovery work in 2022, when women across Wales shared their experiences of healthcare.

Many said they had not felt listened to, had symptoms dismissed or had lived with pain for years before receiving a diagnosis.

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Events

The Healthcare AI Playbook: What it actually takes to build trustworthy AI for care

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Hosted by Amanda Ducach, CEO, and Morgan Rose, chief science officer, EmaEQ

Healthcare companies have spent the last two years hearing the same advice: get AI into your product. Few have been told what that actually takes.

Most default to the fastest option. Plug in a general-purpose model, wrap it in a chat window, and call the box checked. It looks like progress on a roadmap slide. It rarely holds up once a real patient is on the other end of it.

We’ve spent years building AI specifically for healthcare, and the lesson that keeps repeating itself is simple: accuracy is not the same thing as trust, and trust isn’t something you bolt on after launch. It has to be part of how the system is built from the first line of code, not a feature added once regulators or users start asking questions.

That distinction is the whole reason clinical accuracy gets treated as a checkbox instead of a discipline. A model can sound confident and still be wrong in ways that matter enormously in a health context.

Knowing the difference, and building for it deliberately, is what separates AI that’s genuinely safe for care from AI that’s simply fast to ship.

On July 20th, we’re hosting a live conversation about exactly this: what companies should be paying attention to before they choose an AI to build with, what clinical accuracy really requires, and the pillars we hold every AI system to before it gets anywhere near a patient’s care.

The Healthcare AI Playbook Webinar: July 20th, 1:30-2pm EST, live on LinkedIn.

Register here: https://www.linkedin.com/events/7482643171823509504?viewAsMember=true

If your team is building anywhere near healthcare, or evaluating what’s already in your product, this is the conversation we think the industry needs right now.

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