News
Comment: Achieving culturally competent care
Gloria Kolb, co-founder and CEO of Elitone on addressing the unique needs of women from diverse backgrounds

Personalised medicine has gained a lot of attention as of late. It can mean suiting a treatment to the genetic makeup of the patient. In a broader sense, it means competent care that is not one-size-fits-all and more than acknowledges a patient’s background, but care that takes into account cultural identity, values, and health beliefs.
Especially in women’s health, women from different cultural, ethnic, and socioeconomic backgrounds often face unique health challenges and additional barriers that require culturally competent care.
In this ever-evolving field, and as medical innovations advance, practitioners must take the time to understand and respect each woman’s cultural differences that influence health behaviors, perceptions, and communication. This approach fosters trust and improves health outcomes by improving understanding and compliance with treatments. As we continue to innovate in women’s health, addressing these differences is crucial to bridging the gap between access and outcome disparities that have disproportionately affected women from diverse communities.
Understanding the unique needs of diverse women
Women from different cultural backgrounds often face distinct health challenges that are shaped by factors such as genetics, lifestyle, and societal expectations. These disparities highlight the importance of tailoring healthcare to meet the specific needs of each group.
The traditional “one-size-fits-all” approach in medicine does not account for the significant differences in how certain conditions manifest across various populations. Cultural identity is just one of many factors that shape an individual’s health needs and experiences. Within any given ethnic group, there is significant diversity in terms of lifestyle, socioeconomic status, education, and personal health beliefs.
Assumptions based solely on ethnicity can lead to stereotyping and the risk of overlooking personal nuances that are critical to effective healthcare. For example, while a Latina woman may statistically be at higher risk for diabetes, assuming that every Latina shares the same risk profile ignores the reality that individual behaviors, family history, and access to resources play crucial roles.
In another example, black women at one time were thought to have lower incidences of incontinence. Only after further research was conducted did it show that black women under-reported their conditions more than other races, and when black women did present with incontinence, their conditions were already much worse.
Regarding certain socio-economic statuses, prescribing weekly pelvic floor physical therapy or neurostimulation office visits has led to poor compliance. Often, these women can’t hire a babysitter for every office visit or take time off from work in the middle of the day. Poor compliance is often simply due to a lack of transportation.
Healthcare providers must balance recognising common trends within ethnic groups and treating each patient as an individual with unique circumstances. This approach not only builds trust but also allows for more effective diagnosis and treatment, as patients are more likely to feel heard, engage in open communication, and collaborate in their healthcare when they feel understood on a personal level.
The role of healthcare providers in culturally competent care
Healthcare providers play a crucial role in delivering culturally competent care by actively educating themselves about the communities they serve. This includes being aware of the social determinants of health — factors such as income, education, and environment — that disproportionately affect women from marginalized communities.
It’s understood that healthcare providers are woefully busy. On average, OBGYNs spend about 13 minutes with each patient to understand issues, examine them, and give diagnoses and treatments. During this time, women, as family health caretakers, may bring up issues other than their own.
Cultural differences can influence their perceptions of illness and treatment, delay decisions until the family is included, or avoid needed taboo topics such as pelvic, mental, and sexual health. Providers who are sensitive to these nuances can navigate conversations with empathy and respect, leading to better communication and patient adherence to treatment plans.
Innovative approaches to culturally competent care
Innovation in healthcare is not only about developing new treatments or technologies but also about rethinking how care is delivered to ensure it meets the needs of diverse populations. One promising approach is integrating community health workers (CHWs) into healthcare teams. CHWs are often members of the communities they serve, making them well-positioned to provide culturally relevant health education, support, and advocacy.
Another innovative solution is using telemedicine to reach women in underserved areas. Telemedicine allows healthcare providers to connect with patients who may face geographical, financial, or even social barriers to in-person, mid-day care.
For women from rural or immigrant communities, telemedicine offers a way to access culturally competent care from providers who may not be physically accessible. Lower-paid workers often have jobs that are more inflexible regarding taking time off during work time. By breaking down these barriers, telemedicine can help bridge the gap between diverse populations and quality healthcare.
Additionally, healthcare institutions can leverage technology to create tailored health education materials in multiple languages and formats. Digital platforms that deliver culturally specific content about preventive care, maternal health, and chronic disease management can empower women from different backgrounds to take control of their health.
Similarly, at-home treatments can allow for easier treatments on your own time without taking transportation time or time off from work.
The future of culturally competent care in women’s health
The demand for culturally competent care in women’s health will only grow as the population does. Yet, the future of healthcare cannot rest solely on broad generalizations about ethnicity or culture.
Ultimately, the future of culturally competent care in women’s health lies in moving away from a one-size-fits-all model and embracing a patient-centered approach that respects each woman’s unique combination of cultural, social, and personal factors.
By doing so, healthcare providers can ensure that women from all backgrounds receive the quality care they deserve, leading to improved health outcomes and a more equitable healthcare system.
Gloria Kolb is the CEO and co-founder of Elitone, the first non-invasive, FDA-cleared, wearable treatment for women with urinary incontinence. Elitone’s accolades include winning Best New Product by My Face My Body, Sling Shot 2020, finalist in the Women Startup Challenge, and many startup pitch competitions. As an inventor with 30+ patents, Gloria has been featured in Forbes as a Top Scientist Driving Innovation in Women’s Health. Her creative designs and problem-solving abilities have earned her recognition, such as Boston’s “40 Under 40” and MIT Review’s “World’s Top Innovators under 35.” She has engineering degrees from MIT and Stanford, as well as an MBA in entrepreneurship from Babson College.
Diagnosis
Where women live may influence ovarian cancer survival, especially among Black women – study

Women living in socially vulnerable neighbourhoods had a 20 per cent higher risk of death after an ovarian cancer diagnosis, a study found.
Black women also faced a 45 per cent higher risk of death than white women.
Researchers said the combination of being Black and living in a highly vulnerable neighbourhood was linked to a greater risk of death than would be expected from either factor alone.
Francesmary Modugno, professor in the Department of Obstetrics, Gynecology and Reproductive Sciences at the University of Pittsburgh and senior author, said: “We expected residential context to influence outcomes, but what surprised us was how much stronger the impact was for Black women.
“Our findings suggest that it’s not simply where someone lives. The interaction between a woman’s lived experience and her residential environment may be helping drive these persistent disparities.”
Modugno is part of the Women’s Cancer Research Center, a collaboration between UPMC Hillman Cancer Center and Magee-Womens Research Institute.
Epithelial ovarian cancer is the deadliest form of gynaecological cancer, with around half of patients surviving for five years after diagnosis.
Survival is lower among Black women, with fewer than 40 per cent alive five years after diagnosis.
Differences including age at diagnosis, cancer stage and tumour type explain some of the survival gap, but researchers said a substantial proportion remains unexplained.
Researchers examined whether social determinants of health, including conditions in the communities where patients live, could help explain the remaining difference in outcomes.
The study, carried out with researchers at the University of Alabama at Birmingham, analysed data from 2,544 women diagnosed with epithelial ovarian cancer and treated at the O’Neal Comprehensive Cancer Center.
The group included 509 Black women and 2,035 white women.
Researchers linked patients’ residential census tracts to the US Centers for Disease Control and Prevention’s Social Vulnerability Index.
The index measures neighbourhood factors including poverty, housing conditions, transport access, educational attainment and other socioeconomic challenges.
Black women in the study were more likely to live in highly vulnerable neighbourhoods.
However, where women lived did not fully explain the racial difference in survival.
Black women had poorer survival than white women even when they lived in similarly advantaged communities, while being Black and living in a highly vulnerable neighbourhood together was associated with a greater risk of death than expected from either factor alone.
Researchers said the findings could help health systems and cancer services identify women at greater risk and provide additional support.
Possible measures include patient navigation programmes, transport assistance, childcare support and survivorship services to help patients complete treatment and manage the challenges of cancer care.
Rebecca Arend, associate professor of gynaecology oncology at the University of Alabama at Birmingham, said: “Our findings reinforce that we must better understand and address the barriers patients face in their communities and ensure that every woman has equitable access to high-quality care.”
Arend, who is also associate director of clinical research at the O’Neal Comprehensive Cancer Center, added: “Translating research into meaningful improvements in cancer outcomes is only possible through strong collaborations among academic medical centres, researchers and community partners.”
The study builds on research published in 2025 led by Modugno and University of Pittsburgh colleagues using data from UPMC Hillman Cancer Center in western Pennsylvania.
That research also found an association between social vulnerability and ovarian cancer survival.
The latest analysis included a substantially larger group of Black women and examined more closely how residential conditions might contribute to racial inequalities in outcomes.
Researchers said the findings need to be replicated in other parts of the US and among additional racial and ethnic groups to determine how widely they apply.
Future work will examine other social and environmental factors that could affect ovarian cancer survival, including neighbourhood pollution, access to food and community resources.
Researchers hope the findings could lead health systems to develop more targeted support for patients at greatest risk of poor outcomes.
Adding neighbourhood measures such as the Social Vulnerability Index to cancer care planning could help health systems identify women facing barriers to care and connect them with support during treatment.
News
Women with endometriosis face 46% higher risk of type 2 diabetes – study

Women with endometriosis had a 46 per cent higher risk of developing type 2 diabetes than those without the condition in a recent study.
The study followed data from nearly 3m women over 25 years and was described as the largest to date examining the relationship between the two conditions.
Maggie Fuzak Nunziato, a doctoral student in epidemiology at George Mason, led the research with Anna Pollack, professor of global and community health.
Researchers found that diabetes risk varied across different forms of endometriosis, suggesting the condition may have broader long-term health implications than previously recognised.
They believe chronic inflammation associated with endometriosis may play a role in metabolic health, although more research is needed to understand the connection.
Fuzak Nunziato, the study’s lead author, said: “Previous studies largely evaluated endometriosis as a single condition and generally reported little or no overall association with type 2 diabetes.
“Our findings add to a growing understanding that endometriosis may affect more than reproductive health alone.”
The association was strongest among premenopausal women and women without obesity, groups not traditionally considered to be at the highest risk of type 2 diabetes.
Endometriosis affects around one in 10 women of reproductive age.
It occurs when tissue similar to the lining of the uterus grows outside the uterus and can cause chronic pelvic pain, infertility and other complications.
If the findings are confirmed by further research, they could help clinicians identify women with endometriosis who may be at higher risk of type 2 diabetes and could benefit from earlier screening or prevention efforts.
Researchers analysed health records from nearly 3m women in the Utah Population Database between 1996 and 2021, including almost 100,000 who had been diagnosed with endometriosis.
Some forms of endometriosis had a much stronger association with diabetes than others.
The strongest link was found among women with extra-pelvic endometriosis, meaning the condition is found outside the pelvis.
The researchers stressed that the findings show an association and do not prove that endometriosis causes type 2 diabetes.
They said further research is needed to understand the biological mechanisms connecting the two conditions and whether earlier metabolic screening could improve outcomes for women with endometriosis.
Hormonal health
We are wrapping our children in plastic and calling it care

By Ciara Donlon, founder & CEO of MOSS
A baby is born.
In the first hours of their life, before they have tasted food, before they have felt sunlight, before they have learned the sound of their own name, they are wrapped in a nappy.
That nappy, in most cases, is made from plastic, synthetic polymers, and wood pulp sourced from trees that took decades to grow.
It will be used for two hours. It will sit in landfill for five hundred years plus.
We do this up to eight times a day. For three years. For every baby born.
I have spent the better part of my adult life working with bamboo, not as a founder chasing a trend, but as someone who has watched this material perform under the most demanding conditions imaginable.
Before MOSS, I built THEYA Healthcare, one of Ireland’s first femtech companies, pioneering bamboo-based care for women undergoing breast cancer treatment, backed by clinical trials from UCD (University College Dublin).
When I turned to what came next, the answer was staring at me from every buggy on the street.
We are living through a crisis our children will inherit entirely. Conventional nappies are the third largest single-use plastic item in household waste.
An estimated three hundred million go to landfill every year.
The tree-derived wood pulp in their absorbent cores is responsible for the destruction of one billion trees annually, and the plastic components that make them leak-proof make them essentially indestructible once discarded.
A child who goes through approximately 6,000 nappies in three years generates a legacy of waste that will outlast not just them, but generations to come.
I am not writing this to make parents feel guilty. Parents are doing the very best they can. I am writing this because the industry has not given them a genuine alternative, and I believe that is something we have a responsibility to change.
MOSS was built on one question: what would a nappy look like if it were designed entirely around what was best for the baby’s skin and best for the planet they will grow up in?
The answer was bamboo, and I say that not from instinct, but from evidence.
Through THEYA’s research at University College Dublin, bamboo viscose fibre was tested against cotton across every performance metric that matters for fabric worn against the most sensitive skin.
In antibacterial testing, bamboo resulted in a 97 per cent reduction in tested bacteria. Cotton produced a 0 per cent reduction. In absorbency and breathability testing, bamboo outperformed cotton and all leading competitor products.
When I turned to nappies, manufacturer testing confirmed what the clinical evidence had shown.
MOSS’s bamboo absorption core matches or outperforms conventional wood pulp cores on every performance measure: faster second-cycle absorption, significantly less rewet against the skin, and higher total absorption capacity across every size.
In the MOSS parent product trial: 88 per cent of parents felt their baby was drier, 93 per cent found them softer, 73 per cent reported fewer leaks, and 87 per cent said they would recommend MOSS.
Bamboo is 59 per cent more absorbent than cotton. Ten times more bamboo can be grown per square metre.
It requires no irrigation, no pesticides, no insecticides, no synthetic inputs, while cotton accounts for nearly 30 per cent of global pesticide and insecticide sales and needs 20,000 litres of water to produce a single T-shirt.
Bamboo sequesters five times more carbon per hectare than most trees, regenerates from its own root system without replanting, and harvesting it does not kill the plant.
What that means in practice: a softer material better for the health of the baby’s skin, proven to reduce bacterial load and regulate temperature, is also the most sustainable choice available.
These are not competing priorities. They are the same priority.
We are the only nappy brand in Europe that does not require a single tree to be cut down for production.
MOSS nappies contain no tree-derived pulp, no PFAS, no fragrance, no alcohol, no bleach. They are between 60-100 per cent bamboo.
THEYA Healthcare was recognised by the Cartier Women’s Initiative Awards for its work at the intersection of materials science, sustainability, and women’s health.
That recognition mattered less than what it signified: designing for the people the industry had left behind is not a niche. It is the future.
When I turned to nappies, I brought the same lens. Who is being left behind?
Two groups: the baby, whose skin deserves a material free from synthetic chemicals; and the planet, which cannot absorb another generation of single-use plastic waste at current volumes.
MOSS exists for both of them.
I think often about what it means to build something for babies in 2026. These children will live into the 2100s.
The decisions we make in the next decade, about materials, about what we choose to manufacture and what we choose to discard, will shape the world they inherit in ways that are difficult to overstate.
One nappy brand will not solve the climate crisis. But founders have a responsibility to ask harder questions, to look at an industry built on cheap plastic and ask: does it have to be this way?
It does not.
What I found when I went looking was that the sustainable choice was also the better choice for the baby. Bamboo is softer than cotton. More absorbent. Naturally antibacterial, temperature-regulating, and proven to support skin health at a clinical level.
The product that was better for the planet turned out to be better for the child wearing it.
I built MOSS because I believe that the standard of care we offer newborns, in the materials we choose, the ingredients we exclude, should be as considered as every other decision a parent makes.
And because when parents are given a genuine choice, they will make it.
We owe it to them to make that choice available. We owe it, even more, to the children and future generations.
About the author
Ciara Donlon is a multi award-winning entrepreneur with nearly 30 years of experience in corporate strategy, e-commerce, and medical devices.
She is the Founder & CEO of MOSS and the founder of THEYA Healthcare, one of Ireland’s first femtech companies. THEYA’s bamboo fabric research was conducted at University College Dublin in conjunction with four Dublin teaching hospitals. Ciara is a Cartier Women’s Initiative laureate for Europe.
After a decade working in e-commerce in the corporate world, in 2010, Ciara transitioned to entrepreneurship, founding a lingerie business inspired by her interactions with breast cancer survivors, revealing a gap for non-toxic underwear for women undergoing treatment.
This led to Theya Healthcare, where she pioneered bamboo-based post-surgical innovations, backed by clinical research and protected by global patents.
Under her leadership, Theya gained international acclaim for its innovative approach to comfort and safety.
Now, as CEO of MOSS, she is transforming the baby care market, driven by a simple belief: that the everyday essentials of parenthood should give parents genuine peace of mind and protect babies, without compromising their health or the planet.
MOSS publicly launches 5th October 2026. Founding Members can register from 7th September at mossnappies.com
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