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MIMOSA™ by TaraCares exits beta, as start-up gears up for expansion

The platform will allow women to integrate their health data with intelligence from academic research and clinical excellence

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Jyoti Sharma, founder and CEO of TaraCares

MIMOSA™, a first-of-its-kind virtual precision health platform developed by TaraCares Global, has exited its beta phase, as the start-up prepares for launch in 11 international markets. 

MIMOSA aims to reimagine how female individuals of all ages, ethnicities and genders enter their unique menopause journey. 

Empowered with menopause health literacy individualised to the user’s flavour of the menopause transition and accompanying life circumstances, the platform will provide women with a longitudinal Menopause Health Graph™ and Menopause Health Risk Profile that integrates their health data with intelligence from academic research and clinical excellence.

A B2B HealthTech SaaS platform, MIMOSA  is currently available through employers. It has received glowing feedback from clinicians and individual users during the private launch that witnessed a user engagement rate of 84.38 per cent in 11 countries, including the four UK nations.

MIMOSAby TaraCares aims to educate and empower women throughout all the stages of the menopause

Dr/Prof. Vikram Sinai Talaulikar, a reproductive specialist at UCLH who has worked closely with TaraCares as a clinical advisor during the design and development of MIMOSA™ said: “The platform is easy to use, lovely images and colours, simple non-technical language so anyone can use it.

Dr Vikram Talaulikar, MD, FRCOG, PhD

“Out of comparable apps I have seen, MIMOSA™ stands out as comprehensive, inclusive, and easy-to-use,” Vikram, a certified menopause specialist by the British Menopause Society (BMS) and honorary associate professor at UCL, also added. 

A user involved in the Innovate UK funded research study led by TaraCares said: “The ‘trace your health’ feature is so easy to use. It has certainly helped me understand the symptoms I could be experiencing while staying focussed on my self-care and nutritional needs. Journaling my thoughts felt so reassuring and calming.”

Business impact

TaraCares is currently in discussions with several public and private organisations including FTSE100 companies in the UK for trial pilots of MIMOSA™

Last week, its founder and CEO, Jyoti Sharma, who has Indian origins and still reads Sanskrit, the ancient classical language of India in her spare time, announced the value-set that guides the decisions at TaraCares, adding “Be KRiiYa = Be Kind, Be Resilient, Be Intentional, Be Inspirational, Be You, Be Accountable.”

The company has been successful in signing established menopause corporate advisors and consultants as strategic alliances for their initial market penetration strategy, including Kirsty Dixon and Sally Duffin who have been appointed as strategic collaborators and members of the care team.

Describing herself as a postmenopausal woman with 12 years perimenopause experience under her belt, Dixon says her personal journey is her driving force to raise awareness and educate individuals and employers to ensure people receive research-based information and have access to the support they need to thrive. 

Kirsty Dixon, strategic collaborator and member of the care team at TaraCares Global

Following on from her work at the University of York, where she changed the culture around menopause through awareness raising and setting up support initiatives, she set up Pause for Thought Consultancy in 2022, to help employers to do the same.

“I love everything about TaraCares. MIMOSA is easy to use and everything is research focused so any information is up-to-date and above all correct,” Dixon said. 

“I class myself as a menopause educator so look forward to working with TaraCares. Also to be a critical friend and work alongside them to provide the best service for all who need menopause education and support.”

Duffin, another strategic collaborator, is a qualified registered nutritionist/nutritional therapist. She founded Nutrition in York to support support clients with digestive wellbeing, mental health, stress management, and hormonal issues. 

Sally Duffin, strategic collaborator and member of the care team at TaraCares Global

After a short break from clinical work to write her book Natural Nutrition for Perimenopause – What to Eat to Feel Good and Stay Sane, she returned to private nutrition practice to focus on menopause support. 

Duffin is a firm believer in the power of small steps that build healthy habits, understands the challenges clients face when trying to eat well and this is what excites her to be part of the team at TaraCares.

“TaraCares is built on a strong ethical foundation and has such a clear vision of what menopause care can and should look like. It’s exciting to be part of the team,” she said.

“We aim to support the whole menopause experience and provide accessible knowledge that users need to make informed, holistic decisions about their menopause transition.”

With MIMOSA expected to launch this summer, Sharma has revealed that several companies her team has been speaking to are already using solutions from competitors in the menopause space that have failed to deliver on the evidence base and benefits of the business case, highlighting the need for change and innovation. 

The MIMOSA™ platform will be available for both Android and iOS. To find out more, email Jyoti Sharma at [email protected].

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Social media health trends are ‘putting women’s lives at risk’, warn experts

Experts have raised concerns over the rise of ‘concerning’ health trends on TikTok and Instagram

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Wellness trends are putting women’s lives at risk, experts have said, amid warnings that a growing number of young people are turning to social media for health advice.

Inaccurate health information and hacks like the “period cancelling craze”, which encourages women to consume a combination of jelly powder, lemon juice and ibuprofen to reduce menstrual flow, have taken social media by storm.

There has been an increase in content posted on TikTok and Instagram discussing the alleged dangers of birth control and more and more content creators are sharing their experiences with natural contraceptive methods.

While speaking publicly about certain concerns can help destigmatise taboo women’s health issues, experts have warned that some social media health trends can do more harm than good.

“Social media does not put the health information in the proper context because it is set up for quick and flashy messages,” Georgie Kovacs, women’s health expert and founder of Fempower Health, told Femtech World.

“The algorithm appears to push content that is sensationalised and there is no way to separate influencers from clinicians.

“Even clinicians vary in their views. The ones who seem to be loudest get the most views and followers, but are they the ones keeping up with data? Are they subconsciously riding the wave of their big personality driving followers and likes and shares?”

Karolina Löfqvist, co-founder and CEO of Hormona, said social media trends typically lack any scientific backing, putting women at serious risk of making “ill-informed” decisions about their bodies.

“While influencer content can serve as useful reminders to women that they are not alone and many accounts are committed to sharing only verified information, social media has blurred the lines between expert and non-expert voices, making it harder to separate the truth from the lies.

“Platforms need to take responsibility for their users’ wellbeing by monitoring and flagging misleading or harmful health content that’s veiled as advice, and enforce stricter user guidelines to curb this growing spread of misinformation.”

Research shows young people are more likely to turn to their social media feeds for health advice, which means they are also more likely to discredit accurate health information. Dr Nitu Bajekal, senior OB/GYN and author of Finding Me in Menopause, is particularly worried about this.

“As a senior OB/GYN with nearly 40 years of clinical experience, I am concerned about the misinformation around hormonal contraception and the benefits of natural methods for contraception,” she explained.

“All these myths and misinformation are putting women’s lives at risk, especially because of the increased risk of an unplanned pregnancy. We know pregnancy can be a risky business for many.

“It also denies women with conditions that cause heavy or painful periods, such as endometriosis, adenomyosis, fibroids and PCOS, the chance to improve quality of life by being able to regulate their cycles with the pill.

“It is all very well for women who are in stable relationships or situations where they can afford to do natural cycle methods or barrier methods with condoms. For the rest of the world, however, having access to effective and safe hormonal and non-hormonal contraceptives remains crucial.”

Hannah Westwood, PhD researcher in the Centre for Postdigital Cultures at Coventry University, said much of the content we see on social media about contraception contains false information, suggesting that hormonal contraceptives are dangerous.

“The promotion of natural contraceptives has risen alongside a backlash against hormonal methods like the pill, patch and injection,” Westwood told Femtech World.

“This trend is worrying because it is encouraging social media users to switch away from their existing hormonal contraceptive method even if it is working for them, to natural methods which may be less effective.

“Natural methods must be carried out properly if they are to work effectively, since conditions such as endometriosis and lifestyle factors such as drinking alcohol can reduce the effectiveness of some of these methods.”

While combating this spread of health misinformation online is difficult, Westwood said it is important that anyone making medical decisions based on information from social media consults a medical professional before making changes.

“Platforms such as Instagram and TikTok need to have more specific guidelines relating to the sharing of health information and take responsibility for addressing the spread of misinformation,” she also noted.

Jamie Norwood, co-founder of sexual health platform Stix, added: “When women don’t have the right information, they could potentially do something harmful to their bodies.

“Now, more than ever, access to medically credible, accurate, and non-judgemental educational content is critical. Sexual education systems are failing us, so women are left to navigate the internet rabbit hole for answers to their most pressing health questions.

“While these trends might seem harmless, we know that young people deserve factual information and tools to navigate their own health.”

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Digital health start-up raises US$7m to advance equity in clinical trials

Acclinate seeks to mobilise diverse communities to enhance equity in clinical trials

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Tiffany Whitlow and Del Smith, co-founders of Acclinate

The US digital health start-up Acclinate has raised US$7m in Series A funding to improve equity in clinical trials.

Acclinate aims to drive diversity in clinical trials with a community engagement platform that promises to help make existing trials more inclusive and plan more diverse studies moving forward.

The Alabama-based company uses a combination of community engagement and predictive analytics to help pharmaceutical companies increase diversity in their trials and other healthcare organisations support inclusivity in their initiatives.

Led by Cencora Ventures, with participation from Labcorp and Latimer Ventures, the funding is hoped to enable Acclinate to scale its impact in the clinical trial diversity and health equity landscapes.

“This round of funding allows us to continue the work that moves clinical trial diversity forward,” Tiffany Whitlow, co-founder and chief development officer at Acclinate, told Femtech World.

“We know that under-resourced communities must be uniquely engaged. With more resources, our team can produce even more targeted efforts, including technology-based and grassroots tactics which will help us reach a demographic that is least engaged and simultaneously most needed in clinical research.

“Likewise, this funding also means we are edging closer towards bridging the gap between the healthcare industry and the communities that stand to reap a direct and generational benefit from more diverse research.”

Del Smith, co-founder and CEO of Acclinate, said: “This investment marks a significant milestone for Acclinate and underscores our commitment to revolutionising health equity and clinical trial diversity at a larger scale.

“With the backing of prominent healthcare organizations like Cencora and Labcorp, we are poised to accelerate tangible change in the healthcare industry and empower diverse communities to proactively manage their health.”

The funding, Smith said, will help “fuel” Acclinate’ s expansion and help improve its Enhanced Diversity in Clinical Trials (e-DICT) platform.

“As Acclinate continues to pioneer initiatives aimed at inclusivity and equity in healthcare, this infusion of capital propels our mission forward, bringing us one step closer to a future where healthcare is truly accessible to all,” he added.

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Australia launches first AI health assistant for women

Ovum promises to help women manage and improve their health and better understand their bodies

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Dr Ariella Heffernan-Marks, founder and CEO of Ovum

The Australian health management app Ovum has entered its pilot phase as it looks to “reshape” women’s health by closing the gender health gap.

Ovum seeks to develop Australia’s first-ever longitudinal AI women’s data set with the aim to address the gender health gap and transform how women experience healthcare.

The app, which promises to help users manage and improve their health and better understand their bodies, is set to become Australia’s first holistic AI health assistant for women.

More than three million Australian women use apps for reproductive health and fertility. However, Ovum claims to be the only one looking at women’s health holistically.

“Existing AI can perpetuate bias in healthcare outcomes for women,” said Dr Ariella Heffernan-Marks, founder and CEO of Ovum.

“Ensuring that our AI is women-centric and draws from a diverse dataset is essential to its effectiveness and the impact it will have on our users.”

The app, developed over four years, integrates and stores a wide range of medical records, including blood tests, imaging reports, and referrals.

It features functions that allow users to ask questions and track health issues, which are particularly useful for women with complex or chronic conditions, where diagnosis can take years.

“One in two women navigate a chronic health issue in Australia and by leveraging the power of AI, our bespoke personal health assistant works to understand and empower women with resources and confidence to manage their health over their lifetime,” Dr Heffernan-Marks explained.

“Women’s health has systemically been underfunded and under-represented, and with women being under or misdiagnosed, my vision is to create an accessible resource that is designed with women, for women.”

She said: “I have witnessed firsthand the discrimination and overlooking the healthcare system does when it comes to women’s gender, age, sexuality, disability, migration status and especially income as we face a cost of living crisis. This was a driving force behind the development of Ovum, to create a more even playing field.

“I am so delighted to reach this milestone in our journey at Ovum, and for women’s health in Australia.”

Associate professor Susan Evans, gynaecologist and co-founder of the Pelvic Pain Foundation of Australia, added: “Women with pelvic pain have a wide range of symptoms that vary over time and can be particularly confusing for those affected.

“Pelvic pain is an area that has been under-researched, under-managed and under-resourced. Women recognise this and a high proportion have a strong altruistic wish to improve care and contribute to improved knowledge in this area.

“For these reasons, the Pelvic Pain Foundation of Australia welcomes the innovation proposed by Dr Ariella Heffernan-Marks. Her proposed app combines benefits to the user with their desire to have their data used for the benefit of scientific knowledge and others affected by pain. This app represents something truly new in the app space.”

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