Janet Zhang is the cofounder and Chief Operating Officer of Boston Easy Biotech.
The health technology sector has made remarkable strides in recent years, but certain areas—particularly those that cater to women’s health—remain underdeveloped. This space hasn’t received the investment or innovation devoted to other segments.
Coming from a background in investments, I find this frustrating—especially knowing that women’s health is a high-potential market that could add $1 trillion annually to the global economy by 2040. But as a founder, I’ve come to see this “white space” as a promising opportunity for both business growth and making a meaningful, lasting impact. For founders aiming to enter women’s health tech, here are key insights from my journey that can help light the way.
Identifying And Addressing Underserved Markets
In any industry, it’s tempting to pursue established needs and build differentiation from there. However, innovation only happens when we focus on what’s missing. In health, there’s ample room for improvement, as the space has struggled with monopolization and a lack of economies of scale, which can leave important needs unmet.
Take fertility tracking, for example. Traditional methods require women to interpret results on their own, often through cumbersome and intrusive processes. Health tech startups have a real chance to simplify and improve these experiences. Here’s how founders can find their space:
• Look beyond core markets. Instead of focusing solely on saturated areas, ask where healthcare innovation is genuinely lacking.
• Conduct targeted market research. Prioritize research with underserved demographics to pinpoint real pain points and develop relevant solutions.
• Design with empathy. Build user experiences that genuinely reflect the needs and expectations of underserved users, particularly those who have been historically overlooked in healthcare solutions.
Thoughtful AI Integration
Artificial intelligence (AI) holds great promise for making health tools smarter and more accessible, especially for non-experts. In health tech, however, AI should enhance functionality without adding complexity that could alienate users. Information must be delivered in a clear, actionable way, especially in women’s health, where the tools and platforms often become trusted personal resources. To integrate AI effectively:
• Use AI to bridge communication gaps, not for flashy features. Avoid overwhelming users with unnecessary functionality; focus on creating products that are intuitive and relevant to their needs.
• Present data in clear, accessible language. Results should be easy to understand so users can confidently communicate and rely on the information provided.
• Build trust through transparency and consistency. In sensitive areas like reproductive health, making it clear what information the AI processes and has access to is vital to creating a trusted relationship with your users.
User-centric design can be the difference between a great product and “just another AI solution.”
Prioritizing Accessibility And Precision
The ultimate promise of health tech is how it can democratize quality care and diagnostics, regardless of location or personal knowledge. But accessibility must never come at the expense of precision. In women’s health, precision is essential and can be life-changing. Founders should focus on tools that minimize the need for extensive user input while delivering accurate, reliable results. This can empower women to take charge of their health with confidence.
• Design intuitive interfaces that simplify user experience. Healthcare can be an emotionally and physically exhausting experience, so it’s important to minimize the need for extensive user training.
• Make accessibility a core principle. Aim to deliver lab-grade accuracy without requiring users to rely on third-party specialists—even if this means additional upfront investment. In the long run, it will pay dividends in trust and impact.
• Test rigorously in real-world settings. Products should be tested extensively to ensure they meet the needs of diverse users, especially those in underserved communities.
Vision-Driven Funding
Securing funding in women’s health tech can be a unique challenge, as niche products might not immediately resonate with investors. The key is to seek partners who share your commitment to expanding access to women’s healthcare. Vision-driven funding partnerships should be rooted in shared values and purpose.
• Highlight the demand in your target market. When addressing an underserved need, the growth potential encompasses the entire market, not just a segment.
• Identify values-aligned investors. Seek out those with an interest in social impact and underserved markets who understand the importance of both profit and purpose.
• Balance mission with a clear business model. While passion is incredibly important, demonstrating a sustainable, profitable model can dispel any skepticism about emotional appeals.
Paving Your Path In Health Tech
Breaking into the health tech industry—particularly in the women’s health space—is challenging, with established players setting the agenda and barriers that can discourage new entrants. But it’s also rich with opportunity and responsibility. By addressing overlooked areas and developing empathetic, high-impact solutions, we have the chance to reshape healthcare—and I’m calling on more founders to help lead the way.
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