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Why are femtech companies embracing the wellness industry?

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Femtech wellness industry women healthcare

As the wellness industry is booming, femtech companies appear to be adopting many of its strategies, we ask why this is happening and what are the benefits

The global wellness market increased from $148.5 billion in 2017 to £275 billion in 2020 with a 22 per cent annual growth. Since then, a growing interest in nootropics, adaptogens and CBD have increased sales during the lockdown as consumers address growing mental health concerns.

While femtech industry share is also increasing, several companies are embracing a holistic and wellness approach to marketing their products or developing their range.

But why?
There are multiple benefits to introducing a wellness-inspired product or marketing. We examine some of the benefits and examples of brands that do it well.

1- Introducing the human element to healthcare

Accessing healthcare can be a lonely and confusing time especially when it comes to longer processes such as IVF or menopause treatments. Hormone tracking app, Hormona reported that 60 per cent of women felt alone in their hormonal journey including accessing care.
A lot of platforms and apps within the femtech sector have been developed with the aim of providing support and connecting women to experts or communities to address this loneliness. Sites offering women’s healthcare can often be mistaken for wellness websites with their colourful marketing and easy to understand language. The aim is to disrupt the traditional forms of healthcare by making women not only feel included in their healthcare options but empowered to take control of them.
The best femtech options are the ones that introduce the human element and offer connections that share personal experiences.

Femtech fertility start-up Aura is a great example of this. The London-based company was founded in 2020 after two of the female founders, Abi Hannah and Karen Hanson experienced the trauma of miscarriages and failed IVF cycles. The women were inspired to develop Aura, a B2C app that recognises that fertility treatment is more than just a clinical procedure. It offers an evidence-based tech companion for every stage of the IVF journey. The app, launched in October 2020, experienced more than 6k downloads in just the first six months.

Femtech wellness industry women healthcare

2 – Understanding healthcare

When it comes to reading results or health-based instructions, it can be a nightmare to understand exactly what you are seeing. This is also true of helping clinicians to understand data around women’s health conditions.
Fertility, period or menopause trackers can help by charting the daily experiences of women to create a pattern that can identify anything that might be wrong. Apps and platforms need women to be able to use the interface and input data as cleanly and effectively as possible. It means simplifying language, adding fun or engaging twists to keep users returning to the platform daily.
Results need to be easy for the average user to understand without the need for medical intervention. Women must be able to take control of their own healthcare in a way that they feel comfortable with. In recognising the data and identifying patterns, women are able to involve their clinicians earlier for extra support or faster diagnosis. Earlier diagnosis in many conditions may mean reduced symptoms, longer life expectancy and reduced costs both for the healthcare systems and also the patient.

3 – Inclusivity

Femtech companies are leading the charge in inclusive language, apps, marketing and healthcare.

There has been a huge gap in the market for products that acknowledge the fluidity of gender and the limits that ‘his or her’ tech devices can have. Companies particularly in the femtech, period care or sextech industries have already introduced gender-neutral language, non-gendered toys or even marketing that is non-gender biased.

Studies show that women make up only a quarter of tech developers in the market which may explain why female tech developers are embracing inclusivity in their companies. A glass ceiling needs to be properly smashed for everyone not just one sector.

By embracing other minority groups within the products, femtech designers are addressing needs that are generally not catered for with mainstream concepts. One example of this is FEWE’s marketing campaign around transmen who experience periods and need menstrual care products. Their slogan instantly sets the tone: ‘female-founded cycle care for every phase, for everybody.’

4 – Alternative options for healthcare

The wellness industry is aimed at finding alternative options for healthcare. The CBD industry increased dramatically during Covid lockdowns as patients searched for natural alternatives to anti-depressants or anti-anxiety medications. Wellness trends such as nootropics have also increased as people search for alternative ways to tailor their healthcare to their own needs.
Traditional paths of accessing medicine will always be visiting the doctor, getting a diagnosis, receiving a prescription and accessing medication through a pharmacy. However, femtech offers alternatives to these steps such as home testing kits, prescription deliveries, alternative or natural options for medications even wellness practices such as incorporating yoga into period care.
The sector recognises that wellness and physical health are connected. There cannot be an improvement in one without the other and it provides a platform for women to access education.
Femtech wellness industry women healthcare

5 – No topic off limits

When it comes to women’s healthcare, there appears to be no topic off the table with femtech companies. Which is a good thing too given the gender pain and data gaps that exist when it comes to even common health concerns such as strokes or heart attacks.
When it comes to the more difficult topics in health, femtech does not shy away from providing alternative care. This can include abortion pre and aftercare, period blood analysing and even vaginal PH testing. They focus on making care, education and community more accessible, safe and affordable for women whereas this hasn’t always been the case.
The wellness industry also caters to difficult subjects with companies offering alternative period care or pain therapies. There is also a strong emphasis on difficult mental health subjects such as depression or anxiety. Both industries are focused on providing a service that looks at one area of healthcare in full such as fertility. This means potentially tackling subjects that aren’t always easy to talk about.
Hey Jane is a great example of wellness meets femtech company that doesn’t shy away from controversial subjects. Hey Jane was founded by Gaby Izarra and Kiki Freedman. It gives women the option to access safe, affordable and easy delivery of abortion pills. The platform offers a telemedicine text chat service where women can speak with experts about their choices before delivering the pills. It also connects women to 24-hour support if they need to speak to someone.

Hormonal health

Toxins and climate harms having ‘alarming’ effect on fertility, research warns

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Simultaneous exposure to toxic chemicals and climate-related heat may be worsening fertility harms across humans and wildlife, research suggests.

The review of scientific literature looks at how endocrine-disrupting chemicals, often found in plastic, together with climate-related effects such as heat stress, are each linked to lower fertility and fecundity, meaning the ability to reproduce, across species including humans, wildlife and invertebrates.

Though the reproductive harms of each issue in isolation are well studied, there is little research on what happens when living organisms are exposed to both.

“Together, the two issues are likely to pose a greater threat to fertility, and the additive effect is “alarming”, said Susanne Brander, a study lead author and courtesy faculty at Oregon State University.

“You’re not just getting exposed to one, but two, stressors at the same time that both may affect your fertility, and in turn the overall impact is going to be a bit worse,” Brander said.

The paper looked at 177 studies.

Shanna Swan, a co-author on the new paper, co-produced a 2017 study that found sperm levels among men in western countries had fallen by more than 50 per cent over four decades. Other research has suggested human fertility has been declining at a similar rate.

The University of Washington’s Institute for Health Metrics and Evaluation has previously said the world was approaching a “low-fertility future”, with more than three quarters of countries below replacement rate by 2050.

The new paper’s authors focused on the effects of endocrine-disrupting chemicals and substances, including microplastics, bisphenol, phthalates and PFAS.

These are thought to cause a range of serious reproductive problems, disrupt hormones and be a potential driver of falling fertility.

Brander said the harms linked to these chemicals are often similar across organisms, from invertebrates to humans.

Phthalates, for example, have been linked to altered sperm shape in invertebrates, spermatogenesis in rodents, meaning sperm production, and reduced sperm counts in humans.

PFAS are also thought to affect sperm quality, and both have been linked to hormone disruption.

The chemicals are widespread in consumer goods, so people are often regularly exposed.

Meanwhile, previous research has shown how rising temperatures, lower oxygen levels and heat stress, among other effects linked to climate change, may also worsen infertility.

Heat stress has been found to affect human hormones, and is linked to spermatogenesis in rodents and bulls.

Research shows temperature also plays a role in sex determination in fish, reptiles and amphibians.

The species has evolved to choose which sex it produces in part based on temperature, and the heating planet can “push it too far in one direction or the other, which overrides that evolutionary benefit”, Brander said.

Similarly, many endocrine disruptors may alter environmental sex determination.

The study set out some of the overlapping effects of chemical exposure and climate change across taxonomic groups, from invertebrates to humans.

In birds, for example, exposure to increased temperature, PFAS, organochlorines and pyrethroids may each individually cause abnormal sperm, increased fledgling mortality, abnormal testes and population decline.

“What happens if they’re exposed to more than one of those stressors at the same time? There has been little exploration of that question.

“Even if there have not been a lot of studies looking at these simultaneously, if you have two different factors that both cause the same adverse effect, then there’s a likelihood that they are going to be additive,” Brander said.

Katie Pelch, a senior scientist with the Natural Resources Defense Council nonprofit, who was not part of the study, said the authors had reviewed high-quality science.

She said she wanted to see more examples of the overlap in impacts, but agreed with the overall premise.

“It is likely [multiple stressors] would have an additive effect, at very least, even if they have different mechanisms of harm,” Pelch added.

The solution to the systemic problems would involve tackling climate change and reducing the use of toxic chemicals.

The study cites the global reduction in the use of DDT and PCBs achieved under the Stockholm Convention as an example of an effective measure, but Brander said much more is needed.

“There is enough evidence in both areas to act to reduce our impact on the planet,” she said.

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Pregnancy

Home blood pressure checks could lower heart risks for new mothers – study

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Home blood pressure checks after hypertensive pregnancy could cut the risk of heart attack, stroke and potentially early death, research suggests.

Women who regularly monitored their blood pressure in the weeks after giving birth, and had doctors tailor their medication if needed, had better functioning arteries nine months later than those who received routine care.

When the medication was adjusted to account for blood pressure changes, the women ended up with less stiff arteries, an effect researchers estimated could reduce the future risk of heart attack or stroke by 10 per cent.

Paul Leeson, professor of cardiovascular medicine who led the study, said the findings suggested that the weeks after birth provided a “powerful and often overlooked opportunity” to protect women’s future health.

“By simply monitoring blood pressure at home, new mothers with hypertensive pregnancies can protect their bodies from future damage,” he said.

High blood pressure, in the form of gestational hypertension or pre-eclampsia, where there are signs of organ damage, affects 5 to 10 per cent of pregnant women.

The condition can damage the mother’s organs and endanger the baby’s life.

Beyond the immediate threat to mother and baby, hypertension in pregnancy can raise the risk of long-term problems, with women three times more likely to develop high blood pressure and twice as likely to have heart disease later in life.

The Oxford team recruited 220 women who developed hypertension in pregnancy. All were on blood pressure medication but were due to reduce their dosage and eventually stop taking the drugs.

In the study, 108 women had standard care in which their medication was reduced based on a few blood pressure checks in the eight weeks after giving birth.

The remaining 112 women used a monitor to check their blood pressure at home each day.

They entered the readings into an app shared with doctors who, if needed, changed their medication day to day, with the aim of giving them better control of their blood pressure.

The new approach led to much better control of the women’s blood pressure, and in tests six to nine months later the women had less stiff arteries.

Stiff arteries are less effective at expanding and contracting, which can drive high blood pressure and ultimately the formation of clots that can block blood vessels and cause heart attacks and strokes.

Trials are now under way to find effective ways of rolling out blood pressure monitoring to women after hypertensive pregnancies. One option is for specialist NHS clinics to deliver the care.

Dr Sonya Babu-Narayan, clinical director at the British Heart Foundation, which funded the work, said the results highlighted a crucial window after birth when paying close attention to blood pressure could help protect women’s heart health for years to come.

“We now look forward to seeing results from larger studies with longer follow-up to see how this might save women’s lives,” she said.

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Fertility

Researcher explores weight loss jab impact on PCOS

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Weight loss jabs are being studied to see if they could help women with polycystic ovary syndrome (PCOS)

The condition, which affects up to one in ten women, changes how the ovaries work and is linked to infertility and weight gain.

Dr Shagaf Bakour has won a £60,000 NHS research grant through Sandwell and West Birmingham NHS Trust to look at whether drugs such as Mounjaro and Ozempic might help.

“The research could lead to earlier support, better long-term health, and more joined-up care for a condition that affects many women but is still often overlooked,” she said.

Women with PCOS have higher levels of male hormones and can suffer from irregular periods and symptoms such as excess body or facial hair, the NHS said.

Associated weight gain can also lead to an increased risk of diabetes and heart problems.

Bakour, a gynaecologist and director of medical education at Aston Medical School, will work with a team to evaluate the effect of the weight loss medicines on metabolic and reproductive outcomes.

The drugs mimic a hormone called GLP-1, which suppresses appetite.

Bakour, alongside Dr Hoda Harb, a consultant obstetrician and gynaecologist at the NHS trust, will review existing evidence on their use and assess how they help patients with PCOS.

“The aim is to give women with PCOS evidence-informed, clearer treatment options and more consistent care,” she said.

“The project hopes to show whether these medicines can improve both general health and fertility health, while also helping local services develop clearer care pathways.

Prof Elizabeth Hughes, director of research and development at the NHS trust, said the effects of PCOS, including infertility, were “very emotive subjects”.

“We should be doing all we can within research and development to advance healthcare for women and to better help future generations with this condition,” she added.

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