Bridging the Gender Gap in Healthcare through FemTech innovation
At We are Human, we are committed to advocating for equality in healthcare and driving progress through the development of life-changing FemTech innovations. Since the emergence of FemTech in 2016, medical solutions have advanced, but statistics show there is still a long way to go in diagnosing, treating, and caring for women’s health. We strive to be part of that change.
What is FemTech?
“FemTech” (short for “female technology”) refers to technology-driven products, services, and solutions designed to address women’s health needs. This includes areas such as reproductive health, menstrual health, pregnancy and postpartum care, menopause, sexual wellness, and general healthcare conditions affecting women.
The term FemTech was coined in 2016 by Ida Tin, the co-founder of the menstrual health tracking app Clue. She introduced the term to create a distinct category for technology focused on women’s health, helping to attract investment and industry attention.
Since then, the FemTech industry has grown significantly, encompassing digital health platforms, wearables, AI-driven diagnostics, and medical devices tailored to women’s health needs.
“This International Women’s Day, we are celebrating the FemTech start-ups we have collaborated with to create innovative, revolutionary products that address the needs of, and empower women. These inspirational teams, often female led, have compassion and drive to help improve individuals lives. We are Human are proud of our contribution through User Research and Human Factors Engineering.”
Annmarie Nicolson, Founder We are Human
Pioneering change in FemTech, the start-ups making a difference:
Thyia: At home cervical screening
Thyia’s at-home cervical screening service allows individuals to collect cervical screening samples in the comfort of their own homes. The service is designed to improve accessibility and convenience for those who might be uncomfortable or unable to visit a clinic in person.
There is a clear demand for this product: nearly all cervical cancers are caused by the Human Papillomavirus (HPV). They are 99% preventable with regular screening. 1 in 3 women admit to never taking up their offer of NHS cervical screening .
To better understand the user experience, We Are Human conducted exploratory research and a simulated usability study with individuals aged 21-62, exploring their past screening experiences and comparing them to Thyia’s at-home solution. Participants shared both positive and negative experiences with traditional screenings, highlighting pain, embarrassment, or anxiety.
Béa: At home fertility treatment
Béa Fertility has developed an innovative at-home fertility treatment kit making fertility care more accessible and affordable. The kit allows individuals to perform Intracervical Insemination (ICI) privately at home.
Over the past 4 years, We are Human have worked in close partnership with the Béa team on their journey from early prototype to UK launch and beyond:
- Conducted early-stage user research to feed into early user requirements
- Formative usability studies evaluating prototypes and driving design requirements
- Use-related risk analysis to ensure effective risk mitigations were developed
- Planned, conducted, analysed and reported:
- UK HF Validation for regulatory submission
- US self-selection study (Remote, USA)
- US simulated use HF study (at our Atlanta venue, USA)
- US actual use clinical HF study (at our Atlanta venue, USA)
Through effective Human Centred Design, We are Human delivered key insights, design recommendations, and validation, supporting the launch of the final product.
Muna Technologies: TENS Labour pain relief
Muna Technologies are developing a Transcutaneous Electrical Nerve Stimulation (TENS) device, providing non-invasive natural pain relief for women during labour. The TENS device works by sending electric pulses through the body, tricking the brain into being unable to process labour pain. The device also enables contraction tracking through an app.
We are Human collaborated with Muna to:
- Generate a Human-Centred Product Strategy and Development Plan to map out the user needs, product requirements, and key milestones for successful market entry.
- Conduct a competitor analysis to explore medical device trends, identify gaps in the market, and assess competitive advantages.
- Run an exploratory user research study with UK-based Midwives to understand their workflows, pain points, and specific needs related to maternal healthcare devices.
Oshun Labs & Innovate UK: Sustainability in Breast Pumps
Oshun Labs is dedicated to advancing women’s health through technology and sustainability. They focus on new research, developing products and services to empower women by enhancing health and wellness.
We are Human and Oshun Labs were granted funding from Innovate UK to conduct human-centred research in the UK to understand the breast pump market from the perspectives of device users (breastfeeding mothers) and key industry stakeholders (manufacturers, breastfeeding support service providers).
We are Human created a series of user personas and user journey maps to encompass the experiences of different user groups. We conducted several in-person collaborative workshops to bring to life the experiences shared by mothers and stakeholders which allowed identification of key commercial opportunity areas for Oshun to explore.
The future of FemTech Innovation
The industry is recognising the disparity of gender. Significant growth in FemTech is predicted in the next 15 years, with its value rising to $60 billion. Investors are taking note of the opportunity for economic development, and more start-ups are securing the funding they need.
“The growth observed in the historical period can be attributed to factors such as the increasing awareness of women’s health, changing societal attitudes and taboos, a demand for personalised women’s healthcare, a shift in women’s health conversations, and a focus on empowerment and informed decision-making.” Ref: The Business Research Company
We are Human are at the forefront of Human Factors in FemTech innovation. We are passionate about diversity in our research, connecting with a range of users from different backgrounds to positively impact daily lives. Our team conduct research in a considered and empathetic manner, addressing emotionally challenging subjects to understand pain points in under-researched areas. Our human-centred approach uses these insights to help create functional yet intuitive products and solutions.
