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Hormonal health

Belfast startup launches AI period tracking tool

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A Belfast-based femtech company has launched what it claims is the world’s first AI-powered menstrual tracking system that provides clinical-grade insights into period volume, clotting and cycle trends.

Joii’s technology, unveiled in Dublin, combines a specially designed menstrual pad with a mobile app to measure blood volume and clot size in millilitres – offering users more objective data than subjective terms like “heavy” or “normal” flow.

Heavy menstrual bleeding affects one in three women, yet diagnosis is often delayed due to vague language used to describe symptoms. While other femtech apps track symptoms and cycles, they do not directly measure menstrual flow.

Founder and chief executive Justyna Strzeszynska created Joii after experiencing her own challenges navigating menstrual health.

“Doctors would ask me about my menstrual flow, but I had no benchmark, much less a reliable way to measure it,” she said.

Joii’s system uses pad-scanning volume analytics – a first in women’s health. Users wear disposable pads, then scan them using the free app. Images are analysed using computer vision technology to assess blood volume, clot size and composition. Results are available instantly in millilitres, with reports on average flow and cycle trends.

“For too long, women have been told to just ‘track their period’ without any real tools to measure what’s actually happening. With Joii, we’re changing that,” said Strzeszynska. “We’re helping people see their periods clearly, for the first time.”

The company’s AI model was trained largely on synthetic data due to the lack of available real-world images. It was then tested across a range of lighting conditions and usage scenarios to ensure reliable results.

How Joii works:

  • Wear Joii Pads – Specially designed for comfort and visual clarity.

  • Scan with the Joii App – Users scan used pads through the mobile app.

  • Get Insights – Immediate readings show menstrual volume (in millilitres), clot detection and flow trends.

Over time, the app builds personalised data that can support healthcare appointments and inform diagnoses. Joii is particularly aimed at people with heavy bleeding or those facing long diagnostic delays for conditions such as endometriosis, which can take up to 10 years to diagnose.

Joii is also the only product of its kind currently on the market. While some researchers have attempted to track flow manually using menstrual cups in small studies, there has been no consistent or scalable tool for widespread menstrual health monitoring – until now.

The technology is registered as a Class I medical device in the UK and protected by multiple patents.

Joii’s impact has been tested in two clinical and real-world studies, including one funded by the National Institute for Health and Care Research (NIHR). Users reported:

  • 62 per cent improvement in communication with GPs

  • 288 per cent increase in symptom screening efficacy

  • 134 per cent rise in menstrual health literacy

A separate feasibility study found:

  • 33 per cent improvement in abnormal symptom screening

  • 52 per cent increase in period health literacy

  • 36 per cent improvement in discussing symptoms with GPs

Among healthcare professionals:

  • 88.6 per cent of GPs said Joii improved period-related conversations

  • 87.6 per cent found it easier to identify abnormal or heavy bleeding

  • 93 per cent said it supports diagnosis of heavy menstrual bleeding

  • 88.6 per cent said they would use it in practice if NHS-approved

Dr Fatema Mustansir Dawoodbhoy, NHS doctor and clinical adviser to Joii, said: “This app will definitely offer me better insights into how the patient is feeling as I will be able to understand their symptoms variation throughout the month.”

Dr Kushal Chummun, consultant in obstetrics and gynaecology at the Rotunda and Connolly Hospital, added: “I think the app is really, really good.”

To date, Joii has raised €2.4m and is backed by EIT Digital through its equity portfolio. As part of the EIT Digital Open Innovation Factory, Joii worked with Finnish software studio Ikune to enhance user experience, integrating gamification features to improve retention and data quality.

Joii is also collaborating with research institutions to explore menstrual blood as a non-invasive diagnostic tool. Predictive AI models are being developed to support earlier detection of conditions such as endometriosis, polycystic ovary syndrome (PCOS) and anaemia.

Strzeszynska said the research “helps build a crucial bridge between data and the healthcare system, offering credibility to patient healthcare monitoring apps. It generates clinically relevant insights that can support more meaningful, evidence-based conversations with healthcare providers.”

The Joii app is free to download on iOS and Android. Joii Evaluation Pads retail at €6.95 and are available online at www.joiicare.com and in selected pharmacies and health stores.

News

Relaunched women’s health strategy aims to tackle ‘medical misogyny’

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Health secretary Wes Streeting has relaunched England’s women’s health strategy, vowing to stop women being “gaslit” by doctors.

Speaking before publication of the renewed strategy, the health secretary said the NHS was “failing women” and set out measures to help them access the healthcare they need.

The government said the strategy would include a new standard of care to ensure women were offered pain relief for invasive procedures, such as fitting a contraceptive coil and hysteroscopies.

Feedback would be directly linked to provider funding through a new trial, giving women more power to affect change if they have a poor experience.

Action would also be taken to ensure women no longer face long waits for diagnoses for conditions such as endometriosis, which can take a decade to diagnose.

Streeting said: “[Women] have for so long been let down by a healthcare system that too often gaslights women, treating their pain as an inconvenience and their symptoms as an overreaction.

“Whether it’s being passed from one appointment to another for conditions like endometriosis and fibroids, or a lack of proper pain relief during invasive procedures, through to having to navigate symptoms for years before receiving a diagnosis, it’s clear the system is failing women.

“Women’s voices must be central to delivering effective, respectful and empathetic care. We need to hit medical misogyny where it hurts – the wallet.

“Today’s renewed strategy will tackle the issues women face every day and ensure no woman is left fighting to be heard.”

A report last month by the women and equalities committee found that gynaecological and menstrual health had not been “sufficiently prioritised” by the government.

MPs said parts of the 10-year women’s health strategy, launched in 2022 by the Conservatives, were at risk of being scaled back or discontinued under wider changes to the NHS.

These included initiatives that had reduced waiting lists and improved women’s access to healthcare, such as women’s health hubs.

Sarah Owen, chair of the committee and a Labour MP, said: “This would be a disaster for girls’ and women’s menstrual healthcare, when it is in dire need of more support.

“It is a national scandal that nearly half a million women are on hospital gynaecology waiting lists when there are effective treatments that could be administered in primary and community care, if only they could access them.”

The report said women faced “medical misogyny” and were left to “suck it up” and suffer in pain for years because of a lack of awareness of women’s health conditions.

A redesign of clinical pathways for some women’s health issues will aim to speed up diagnosis and treatment, and there will be a review of support for families who experience repeated baby loss.

The government also promised a “single referral point” to ensure women were directed to the right place the first time they sought help.

Dr Sue Mann, NHS England’s women’s health director, said too many women were dismissed for “serious symptoms” that affected every part of their lives.

“The renewed women’s health strategy will build significantly on the work the NHS has been doing to ensure women are heard and get the specialist care they need,” she said.

Women’s health groups cautiously welcomed the renewed strategy. Emma Cox, chief executive of Endometriosis UK, said decisive action would be vital to improve women’s healthcare in England.

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Menopause

Watchdog bans five ads for women’s heath claims

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Five adverts for supplements claiming to treat menopause and other women’s health issues have been banned by the Advertising Standards Authority (ASA).

Ads for 222 Balance Me, Lunera, Minerva and Nova Menopause Vitality all claimed their products could prevent, treat or cure the symptoms of the menopause.

An advert and website for PolyBiotics implied its food supplements could prevent, cure or treat polycystic ovary syndrome, or PCOS.

ASA investigations manager Catherine Drewett said when it comes to women’s health, ‘people deserve clear and accurate information’.

She added: “Ads making misleading claims about treating symptoms of the menopause, PCOS and other hormonal conditions can cause real harm and today’s rulings hold advertisers to account.’

“We’ll continue to monitor this sector closely and we encourage anyone with concerns about an ad they’ve seen to get in touch.”

The ASA said it had taken a close look at adverts that might prey on people’s health worries, emotional concerns or financial pressures.

The regulator said it had used AI to analyse health claims in online adverts, which revealed emerging and ongoing issues around misleading claims and informed its rulings on the supplements.

The ASA said many of the claims in the adverts were ‘unacceptable’ and had not only broken a number of its rules but risked misleading vulnerable people, or steering those who needed it away from appropriate medical advice.

222 Collective accepted that wording in its adverts may have ‘inadvertently implied’ its product could ‘treat or relieve symptoms such as PMS, menopause-related symptoms, anxiety, bloating, heavy bleeding, or mood disorders’.

The company said it was a new, founder-run small business and still learning about the requirements of advertising regulations and was working with Trading Standards to ensure it did not make explicit or implied disease or symptom treatment claims.

Lunera said it accepted its claims would be understood by consumers to attribute a medicinal property to a food supplement and should not have appeared.

PolyBiotics told the ASA it accepted references to PCOS, ovulation, fertility, cycle regulation, insulin resistance and related symptoms constituted disease treatment or symptom-management claims, which were not permitted for food supplements.

Minerva and Nova did not respond to the ASA’s enquiries.

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Hormonal health

Non-hormonal menopause pill approved for NHS use

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A new daily menopause pill approved for NHS use could bring relief to women with debilitating hot flushes and night sweats.

Around 500,000 women are expected to be eligible for the treatment, which experts say could help those unable to take hormone replacement therapy, or HRT.

The drug, fezolinetant, also known as Veoza, is a daily non-hormonal tablet designed to target the brain signals that trigger some of the most disruptive menopause symptoms.

In final draft guidance published today, the National Institute for Health and Care Excellence recommended the 45mg tablet for women experiencing moderate to severe hot flushes and night sweats.

More than two million women in the UK are thought to suffer these symptoms during menopause, often beginning during the earlier stage known as perimenopause.

For many, the effects are severe, disrupting sleep, affecting concentration and straining relationships. In some cases women are even forced to cut back on work.

An estimated 60,000 women in the UK are currently out of work or on long-term sick leave due to severe menopause symptoms, costing the economy roughly £1.5bn a year.

Research also suggests one in 10 women has left the workforce entirely because of a lack of support.

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