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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.

Insight

GSK ovarian and womb cancer drug shows promise in early trial

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GSK said its ovarian cancer drug shrank or cleared tumours in more than 60 per cent of patients in an early trial as CCO Luke Miels pushes faster development.

The company said that in an early-stage trial, Mocertatug Rezetecan, known as Mo-Rez, shrank or eliminated tumours in 62 per cent of patients with ovarian cancer after chemotherapy had failed, and in 67 per cent of those with endometrial cancer.

Hesham Abdullah, GSK’s global head of cancer research and development, said: “Treatment of gynaecological cancers remains a major challenge, with a pressing need for new therapies that offer improved response rates.

“With Mo-Rez we now have compelling evidence of a promising clinical profile.”

GSK acquired the Mo-Rez treatment, an antibody-drug conjugate, from China’s Hansoh Pharma in late 2023 and has trialled it in 224 patients around the world, including the UK, over the past year.

Only a few patients needed to stop treatment because of side effects, the most common being nausea.

It is given every three weeks by intravenous infusion, meaning directly into a vein.

Combined with data from a separate intermediate trial in China, the results have given the British drugmaker the confidence to go straight to late-stage trials, with five clinical studies planned globally in the next few months, including on patients in the UK.

Speaking to journalists before the conference, Abdullah described Mo-Rez as a “key asset” in the company’s growing cancer portfolio.

It is expected to be a blockbuster drug, with peak annual sales of more than £2bn, which GSK hopes will help it achieve its 2031 sales target of £40bn.

A few years ago GSK did not have any cancer drugs on the market, but it now has four approved medicines and 13 in clinical development.

Last year, oncology generated nearly £2bn in sales, up 43 per cent from 2024, with sales of its endometrial cancer drug Jemperli rising 89 per cent.

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Self-employment linked to better cardiovascular health outcomes in Hispanic women

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Self-employment is linked to lower rates of high blood pressure, obesity, diabetes, poor health and binge drinking in Hispanic women, research suggests.

The findings, published in the peer-reviewed journal Ethnicity & Disease, suggest work structure may be related to cardiovascular disease risk among this group.

Dr Kimberly Narain is assistant professor of medicine in the division of general internal medicine and health services research at the David Geffen School of Medicine at UCLA, senior author of the study, and director of health services and health optimisation research for the Iris Cantor-UCLA Women’s Health Center.

She said: “Hispanic women experience a disproportionate burden of heart disease compared to non-Hispanic women. This is the first study to link the structure of work with risks for heart disease among this group of women.”

The researchers examined 2003 to 2022 data from the Behavioral Risk Factor Surveillance System to assess the association between self-employment, cardiovascular disease risk factors and health outcomes for Hispanic women.

The data included 165,600 Hispanic working women. Of those, about 21,000, or 13 per cent, were self-employed rather than working for wages or a salary.

Overall, the researchers found that self-employed women were less likely to report cardiovascular-disease-associated health problems.

They were also about 11 per cent more likely to report exercising compared with their non-self-employed counterparts.

Specifically, they found that self-employed Hispanic women had a 1.7 percentage point lower chance of reporting diabetes, roughly a 23 per cent decline.

They also had a 3.3 percentage point lower chance of reporting hypertension, roughly a 17 per cent decline.

The study also found a 5.9 percentage point lower chance of reporting obesity, roughly a 15 per cent decline.

It found a 2.0 percentage point lower chance of reporting binge drinking, roughly a 2 per cent decline.

It also found a 2.5 percentage point lower chance of reporting poor or fair overall health, roughly a 13 per cent decline.

The relationship between heart disease risks and the structure of work among Hispanic women was not driven by access to healthcare or differences in income, Narain said.

In fact, the decrease in high blood pressure linked to self-employment was nearly as large as the decrease in high blood pressure linked to being in the highest income group.

The study has some limitations.

The researchers relied on self-reported outcomes, which might be less reliable among ethnic and racial minorities and those from a lower socioeconomic background.

In addition, the researchers’ definition of poor mental health does not entirely match the accepted definition in the fifth edition of the Diagnostic and Statistical Manual of Mental Disorders.

They also did not have data allowing them to examine the specific types of occupations held by the women.

The study design also cannot prove any causal relationship between self-employment and cardiovascular disease risk, which is a subject the researchers will explore.

“The next step in the research is to conduct studies that are able to better assess if the structure of work is a cause of higher heart disease risks among Hispanic women.”

Narain said this.

Study co-authors are Lisette Collins, who led the research, and Dr Frederick Ferguson of UCLA.

Grants from the Iris Cantor-UCLA Women’s Health Center-Leichtman-Levine-TEM program and the UCLA National Clinician Scholars Program supported the research.

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Fertility

Working from home linked to higher fertility, research finds

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Working from home is linked to 0.32 more children per woman when both partners do it at least once a week, research across 38 countries suggests.

The study found that among working adults aged 20 to 45, estimated lifetime fertility, meaning children already born or fathered plus plans for future children, rises when one or both partners work remotely.

In the US, the increase was even higher at 0.45 children per woman.

On average, women whose partners did not work from home had 2.26 children.

When the woman worked from home at least one day a week, this rose to 2.48. When both partners did so, it increased to 2.58.

If the man worked from home at least one day a week, the increase was more limited at 2.36 children.

The research, by Steven J. Davis and colleagues and published as a working paper by the National Bureau of Economic Research, points to three possible explanations.

Remote working may make it easier to balance childcare with paid work, leading some couples to have more children.

Families with children may also be more likely to look for remote roles. Or the growing availability of those roles may lift fertility by opening up more parent-friendly jobs.

“All three stories align with the idea that WFH jobs make it easier for parents to combine child rearing and employment,” the report suggests.

The pattern held both after the pandemic, between 2023 and 2025, and before it, between 2017 and 2019.

The implications for national fertility rates vary mainly because working-from-home rates differ widely between countries.

Among workers aged 20 to 45, the share working from home at least one day a week ranges from 21 per cent in Japan to 60 per cent in Vietnam. The UK ranks third globally and leads Europe at 54 per cent.

The report estimates that, if “interpreted causally”, remote working accounts for 8.1 per cent of US fertility, equal to about 291,000 births a year as of 2024.

The researchers note that while this may sound modest, it is larger than the effect of government spending on early childhood care and education in the US.

“Bringing WFH rates to the levels that currently prevail in the United States, United Kingdom, and Canada has the potential to materially boost fertility in many other countries,” the report suggests.

However, the research cautions against broad policy approaches, saying the desire for remote work varies widely between individuals, and that it is not practical in every job or organisation.

“Thus, policy interventions that push for a one-size-fits-all approach to working arrangements are likely to yield unhappier workers and lower productivity,” it warns.

A UK Parliament report has also found that remote and hybrid work can boost employment, with parents, carers and people with disabilities likely to benefit most from more flexible working options.

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