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Maternity clinic to open new clinic and expand partnership with Mount Sinai

Oula and Mount Sinai aim to fill “critical” gaps in maternity care access, patient experience, and health outcomes.



The US maternity clinic Oula has announced a third clinic, expanding its partnership with Mount Sinai Health System.

The expansion will include a third clinic set to open in 2024, expanded clinical services, additional service lines, and a deeper clinical and financial integration between Oula and Mount Sinai.

Oula says it aims to support patients throughout their pregnancy journeys, from prenatal care to postpartum support.

The company has partnered with Mount Sinai to provide “evidence-based” and low-risk maternity care. By working together, the two organisations are hoping to fill “critical” gaps in maternity care access, patient experience, and health outcomes.

Adrianne Nickerson, Oula co-founder and CEO, said: “According to the Listening to Mothers Survey, 74 per cent of women say they want a less medicalised approach to birth, up from 45 per cent in 2002.

“We chose Mount Sinai West as our partner because of their longstanding commitment to respecting patient autonomy and encouraging shared decision-making, both of which are pillars of midwifery care.”

Dr Holly Loudon, chair of obstetrics, gynaecology and reproductive science at Mount Sinai West and Morningside, said: “We are thrilled to continue partnering with Oula to provide exceptional care to our community. Our collaboration with Oula enables today’s patients to have the best of both obstetrics and midwifery services.

“Through our partnership, Mount Sinai obstetricians, specialists and nurses work alongside Oula’s midwives to complement and support patients’ personalised care plans.

“This supportive care is provided in the soothing environment of our recently redesigned delivery unit, and optimises family bonding and healing.”

Kelly Cassano, chief executive officer of the Mount Sinai Doctors Faculty Practice and senior vice president for ambulatory operations at Mount Sinai Health System, said: “We are excited to further expand access to collaborative obstetrics-midwifery care services for expectant parents on their labor and delivery journey.

“This partnership with Oula continues our commitment to serving a diverse patient population, delivering compassionate care during one of life’s most important milestones, and optimising the latest techniques and innovation in our medical facilities.”

She added: “We also know that investments in women’s health lay the foundation for improving future health outcomes —promoting healthier babies and parents.”

The maternal mortality and cesarean rates in the US are some of the highest in the developed world. Compared to women in other high-income countries, women in the US are most likely to report emotional distress, and report less satisfaction in healthcare.

According to the World Health Organization, expanding access to midwife-led maternity care is one of the most effective ways to reduce maternal mortality.

Research shows that midwifery-led care leads to lower rates of preterm birth, 30-40 per cent lower cesarean birth rates, and rates of vaginal birth after cesarean that are nearly twice as high. They also drive a threefold improvement in patient satisfaction with maternity care.

Dr Ila Dayananda, Oula chief medical officer, said: “We are long overdue for a care model that delivers better outcomes and patient experiences, and we’re thrilled to partner with hospital systems around the country that share our vision.”


Start-up launches London Underground campaign to break down period stigma

The two-week campaign seeks to challenge societal taboos surrounding menstrual health



The Irish women’s health start-up Riley has launched an ad campaign on the London Underground to “take the fear out of periods”.

Riley, an eco-friendly period product subscription service, aims to take action against period poverty and democratise access to period products.

The company seeks to encourage the introduction of menstrual health policies and foster a workplace where discussions around periods are normalised.

Its two-week London Underground campaign, which coincides with the opening of its first office in London, is hoped to help destigmatise periods and normalise conversations around menstrual health.

“The idea behind this campaign comes from the fact that free period care in the office is often seen as an employee perk or a ‘nice to have’, when it should actually be an essential offering in every office,” Meaghan Droney, eCommerce manager at Riley, told Femtech World.

“Our aim with this campaign is to flip those current mindsets and get people to change their attitudes towards period care in the workplace.

“With 79 per cent of menstruators feeling unsupported in relation to their periods at work, this oversight is clearly fundamentally unfair and it’s time for change.

“We’re encouraging any and all businesses to get in touch with us so we can support them in introducing menstrual policies and free period care in their workplace to empower all employees, no matter their gender, to thrive and feel valued at work.”

Research by the Chartered Institute of Personnel and Development (CIPD) shows that only 12 per cent of UK companies provide support for menstruation and menstrual health, despite 85 per cent of women experiencing stress or anxiety when managing their period at work.

Data suggests that half of the women who take absence because of their menstrual cycle feel unable to tell their manager, underscoring the deep-rooted stigma around periods.

Fiona Parfrey, co-founder of Riley, said: “Access to safe and high-quality sustainable period care products not only demonstrates a commitment to employee welfare but also fosters a culture of empathy, equality, and respect, ultimately contributing to a more engaged and empowered workforce.

“Menstrual policies and free period care are a fundamental necessity for every individual in the workplace. It’s about ensuring that employees have the resources they need to maintain their wellbeing and productivity without interruption.”

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Singapore-based fertility centre sets up grant for couples struggling to conceive

This grant aims to support eligible Singaporean couples facing financial and family planning challenges



A Singapore-based fertility centre is to set up a grant to support couples struggling to conceive.

Virtus Fertility Centre Singapore (VFCS) announced that it would set up a grant to support aspiring parents on their IVF journey.

The initial grant is set for at $50,000 SGD and, depending on the take-up rate over the next 12 fiscal months, VFCS plans to increase the pool to benefit more couples in the subsequent years.

The grant will cover the main costs associated with IVF treatments and procedures, including embryo retrieval and transfer, laboratory services and embryo prep. It will also be applicable to fresh and frozen egg transfers.

As grant recipients, their samples will similarly be given a radio frequency identification (RFID) tag, a service VFCS provides for all its patients. It locks the patient’s identity with the respective sample. The RFID identifies gametes—eggs, sperms, or embryos—at every stage of the IVF treatment.

According to VFCS, the grant will also include access to counselling services and wellness resources.

“I’ve witnessed firsthand the emotional toll and occasional frustration that infertility can take on individuals and couples, especially for some who are still young and healthy,” said Dr Roland Chieng, medical director at VFCS.

“The common deterrent of going for fertility treatment is always associated with the cost, more so in a private care setting where their only source of funds is through Medisave.

“By alleviating their financial concerns, we hope ReadyBaby Fertility Grant empowers patients to approach their IVF journey, focusing on their clinical needs and working towards a healthy pregnancy and less on financials.

“With access to the necessary treatments and support, patients can embark on their path to parenthood with renewed confidence, knowing they have the clinical resources and guidance they need to navigate this journey,” he added.

Tim Kwan, VFCS’s managing director, said: “We believe every couple deserves the opportunity to experience the profound joy of parenthood.

“With the ReadyBaby Fertility Grant, we aim to support aspiring couples on their IVF journey and help them bring new life into the world.”

To be eligible for the grant, applicants must be married Singaporean couples diagnosed with medical infertility by a fertility specialist and first-time parents who have not tried IVF before.

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Canadian insurer launches partnership to support women’s health

Members of the Canadian insurer Medavie Blue Cross will have access to a dedicated women’s health platform



Angela Johnson, co-founder and CEO of sanoLiving

The Canadian insurer Medavie Blue Cross (MBC) has partnered with the virtual health platform sanoLiving to support women on their menopause journey.

Currently, more than 10 million Canadian women are navigating menopause, often with little support and misinformation about treatments.

With sanoMidLife, sanoLiving’s online menopause platform, Medavie Blue Cross members will have access to a national women’s health platform tailored to provide care and services for women going through the menopause.

The service includes personalised assessments, access to clinicians, treatments, educational content, peer support and AI assistance.

“Many women lack support for their menopause transition due to the misunderstandings of what is ‘normal’ and misinformation about treatments,” said Angela Johnson, co-founder and CEO of sanoLiving.

“Women are seeking solutions that allow them to thrive during midlife. We are thrilled about our alliance with Medavie Blue Cross, and our shared commitment to providing access to care that empowers women.”

Anita Swamy, senior vice president operations at Medavie Blue Cross, added: “We’ve heard first-hand from our members about the need for more menopause-related services.

“Our partnership with sanoLiving creates an innovative way to increase access to care for our members as we continue to focus on the support women need to navigate their benefits and provide forward-thinking options to support their health.”

Studies report one in 10 women exit the workforce due to unmanaged symptoms. Early onset of menopause and symptoms before age 45 can elevate the risk of health issues like heart disease, diabetes, dementia and osteoporosis.

With this new service, Medavie Blue Cross and sanoLiving are aiming to open up the conversation around menopause, reduce stigma and work towards giving women the access to the care they need.

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