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Building femtech that works in the exam room, not just the App Store

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By Dr Somi Javaid, OB/GYN, surgeon and founder of HerMD

A patient once came to me with a folder full of app screenshots; five different trackers, each with its own opinion about her ovulation, hormone levels, and supposed “menopause stage.”

She was overwhelmed, confused, and frustrated. And she’s not alone.

In the last decade, femtech has exploded, period trackers, ovulation calculators, vaginal health apps, wearable menopause sensors.

The space is buzzing with innovation, but many of these tools fall short where it matters most: the exam room.

As an OB/GYN who’s led over 115,000 patient encounters and founded a women’s health company, I’ve seen firsthand the gap between what the tech world builds and what women actually need.

Here’s the hard truth: many femtech products are built for the app store, not the clinical workflow. They’re beautifully branded and investor-ready, but they often fail to integrate with medical realities.

Hormone health, for example, is complex, deeply individual, constantly evolving, and often mismanaged due to outdated care models and a lack of clinician guidance.

Yet, many apps offer templated advice, oversimplified dashboards, or outdated data that can leave patients more confused than empowered.

I’ve seen patients arrive at my office with data overload and decision paralysis. But when I ask about their symptoms, history, and labs, it tells a very different story.

That disconnect isn’t just frustrating, it can be dangerous. Women deserve tools that enhance care, not complicate it.

Part of the problem is who gets invited to build.

Too often, startups create in a vacuum, without OB/GYNs, menopause specialists, or sexual health experts at the table.

The result? Aesthetically beautiful products that don’t scale clinically; or worse, ignore the nuanced realities of women’s health altogether.

And here’s what often gets missed from a bird’s-eye view: solutions don’t get adopted in a 15-minute appointment.

It’s not because providers are unwilling, it’s because no one teaches how to take innovation and integrate it into the messy, high-pressure rhythm of everyday care.

If tech doesn’t reduce friction, it won’t last.

Providers don’t need gift wrapped solutions for problems that do not exist, they need the real problems addressed and solved. That involves MD leadership and adoption.

Take menopause.

It’s not a one-size-fits-all experience. It’s a physiological transition, yes, but it also intersects with sleep, mood, metabolism, sexual wellness, and identity.

An app that only tracks hot flashes is missing the point, and missing the patient.

And while AI and digital diagnostics are promising, without clinical oversight and validation, they risk reinforcing the same biases and gaps women have long endured in healthcare.

If we want to build femtech that truly transforms outcomes, we have to start in the exam room.

That means asking: What do patients actually bring to their providers? What slows down care? What enhances trust?

What helps us move from symptom management to real healing? How do we bridge the educational gap for providers and patients?

When technology is co-designed with clinicians, it can reduce admin burden, enhance decision-making, and make time for what matters most… listening.

At HerMD, we’ve worked to build systems that reflect this.

We integrate digital platforms with real-time patient input, personalised care plans, and evidence-based protocols.

Our tech is designed not to replace the clinician, but to empower the patient; to give her language, agency, and support.

That only works because it’s grounded in the realities of what patients and providers experience every day.

This also means thinking globally.

In many parts of the world, women still face significant barriers to specialist care.

Femtech can help bridge that gap, but only if it’s designed with cultural context, medical integrity, and inclusive research in mind.

Femtech doesn’t need more features. It needs more feedback loops between innovation and lived experience.

It needs fewer pitch decks and more peer-reviewed pilots. And it needs founders and funders to prioritize function over flash.

If we get this right, we won’t just digitise women’s health.

We’ll revolutionise it, with tech that earns its place in the exam room and in women’s lives.

Motherhood

Expectations about sleep affect postpartum sleep quality, study finds

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Pregnant women’s expectations about postpartum sleep may predict sleep quality after birth, outweighing prior sleep and psychiatric history, a study suggests.

The findings suggest attitudes and beliefs about sleep during pregnancy could be a modifiable risk factor for postpartum sleep concerns.

They also indicate that, among women expecting the poorest sleep, higher postpartum anxiety may further worsen sleep quality.

Sammy Dhaliwal, lead author is clinical health psychologist and research fellow in the department of obstetrics and gynaecology at the Perelman School of Medicine at the University of Pennsylvania.

Dhaliwal said: “Most pregnant women in our sample anticipated poor postpartum sleep before it occurred, and it was striking that those expectations predicted worse sleep outcomes even after accounting for factors such as prior sleep disorders, psychiatric history, and number of previous births.

“This suggests that attitudes and beliefs about sleep during pregnancy may represent a modifiable target for early intervention before postpartum sleep problems emerge.”

Sleep disturbance affects an estimated 60 to 80 per cent of postpartum women and is linked to a higher risk of depression and anxiety.

Researchers said it is often regarded as an expected part of life after childbirth rather than a health issue that may be addressed earlier.

The study enrolled 432 pregnant women at about 24 weeks of gestation, meaning around 24 weeks into pregnancy.

Participants completed measures of their expectations about postpartum sleep, current sleep quality using the Pittsburgh Sleep Quality Index, and mood using validated depression and anxiety scales.

Assessments were repeated at six, 12 and 24 weeks postpartum.

A subset of 49 women also wore wrist actigraphy devices at six to eight weeks postpartum.

Actigraphy uses a wearable device, similar to a watch, to estimate sleep and wake patterns based on movement.

The results showed that 70 per cent of pregnant women, or 301 of 432 participants, expected poor sleep in the postpartum period.

Researchers found that predicted sleep disruption during pregnancy was a significant predictor of postpartum sleep concerns.

Among first-time pregnant women without prior health concerns, those who expected greater sleep disturbance had significantly more disrupted sleep after birth, measured by both actigraphy and self-report.

Among women who expected the worst sleep quality, higher postpartum anxiety significantly worsened both measured sleep and self-reported sleep, independent of anxiety levels during pregnancy.

Dhaliwal said the findings point to two possible areas for intervention: addressing sleep-related beliefs during pregnancy and treating postpartum anxiety.

Dhaliwal said: “Postpartum sleep disruption is often treated only after problems develop, but our findings suggest there may be an opportunity to intervene earlier during pregnancy.

“Addressing sleep-related beliefs and postpartum anxiety during prenatal and postpartum care may help improve sleep and emotional well-being in new mothers.”

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Fertility

Weight loss jab shows early promise in improving PMOS fertility

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A weight loss jab may improve fertility outcomes in women with PMOS, early findings from an ongoing clinical trial suggest.

The proof-of-concept analysis found that injectable semaglutide may offer reproductive benefits while also addressing obesity and metabolic dysfunction.

It is the first report to examine how injectable semaglutide may improve reproductive outcomes in women with PMOS while also addressing obesity and metabolic dysfunction.

The work forms part of the ongoing RESTORE clinical trial.

Melanie Cree, professor at CU Anschutz and first author of the report, said: “Women with PMOS frequently face a frustrating choice between treatments that target reproductive symptoms and those that address metabolic health.

“Our early findings suggest injectable semaglutide may have the potential to improve both, offering a more comprehensive approach to care.

“This medication is incredibly promising when someone responds with 10 per cent weight loss.”

The trial is examining whether semaglutide can restore ovulation and improve reproductive health in adolescents and adults with polyendocrine metabolic ovarian syndrome, known as PMOS.

PMOS, formerly known as polycystic ovary syndrome or PCOS, is a hormone and metabolic condition linked to irregular periods, raised testosterone levels, infertility risk, obesity and increased cardiometabolic disease.

Cardiometabolic disease refers to conditions linked to the heart and metabolism, such as heart disease, high blood pressure and type 2 diabetes.

Existing treatments, including metformin and hormonal contraceptives, often do not fully address reproductive and metabolic complications at the same time.

The analysis focused on participants aged 12 to 35 who lost at least 10 per cent of their body weight during treatment.

Researchers said reproductive improvements appeared earlier than expected, prompting them to report preliminary findings while the wider study continues.

Cree is also a paediatric endocrinologist at Children’s Hospital Colorado.

Endocrinologists are doctors who specialise in hormones and hormone-related conditions.

Cree said: “What makes this work particularly important is that it focuses specifically on women with PMOS receiving injectable semaglutide.

“Although GLP-1 medications have transformed obesity treatment, there remains a significant need for rigorous data examining how these therapies affect fertility and reproductive function in this population.”

The RESTORE study is evaluating semaglutide treatment in girls and women with PMOS and obesity.

Its broader aim is to determine whether weight loss and metabolic improvements can restore ovulation and improve reproductive outcomes.

Ovulation is the release of an egg from the ovary, a key part of the menstrual cycle and fertility.

The authors said the findings are from an early proof-of-concept analysis and that larger, longer-term studies will be needed to confirm whether the reproductive benefits last.

The findings suggest injectable semaglutide may become a treatment option for women with PMOS seeking improvements in both metabolic and reproductive health, if future studies confirm the results.

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Entrepreneur

Women’s Health Week Europe 2026 opens pitch applications for mainstage showcase at The Emirates Stadium

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Women’s Health Week Europe 2026 has opened applications for its flagship start-up Pitches, giving women’s health innovators the chance to present on the mainstage at The Emirates Stadium in London on 7-8 October.

16 finalists will be selected across two categories: Medical Devices & Therapeutics and Consumer & Tech, with the shortlisted companies receiving the opportunity to pitch in front of 700+ investors, corporates, other innovators and strategic partners actively seeking solutions that can scale.

Two categories, one stage

The Medical Devices & Therapeutics category is open to companies working across medical devices, therapeutics and pharma innovation, regulated digital health, and deep-tech or science-led platforms.

The Consumer & Tech category covers consumer health and wellness brands, digital health platforms, wearables and connected data, employer and payor-led solutions, and commerce and marketplace businesses.

Any company treating a condition that affects women exclusively, differently, or disproportionately is eligible to apply.

Applications are completely free, so what do you have to lose?

Apply to pitch at WHW Europe 2026 now.

What’s in it for you?

Unmatched exposure

Present in front of 700+ investors, corporates, clinicians, and strategic partners actively seeking solutions that can scale.

With WHW Europe 2026 relocating to The Emirates Stadium and expanding to 700+ attendees across two stages, the 2026 edition represents the largest platform the series has offered to date.

A proven platform

The WHW Pitch Sessions have become one of the most commercially significant showcases in women’s health, with previous cohorts including companies that have gone on to raise investment and secure major strategic partnerships. 2024 alumni BoobyBiome, closed a £2.5M seed round in the year following their pitch at WHW Europe.

The Watchlist

All registered applicants will have the opportunity to be featured in The Watchlist, WHW Europe’s official directory of women’s health innovators to know, giving companies visibility beyond the pitch stage itself.

Applications close 28 August 2026.

Find out more about WHW Europe.

Apply to pitch at WHW Europe.

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