Ok, ok, I’ll admit it. Today’s headline is a bit clickbait-y, but it was a question I genuinely asked myself earlier today as our story about Kindred Health’s pre-Series A raise went live.
“Kindred, a Philippines-based femtech startup, launched in 2021, and quickly made its mark as a provider of accessible, affordable, and high-quality healthcare services for women. In 2022, it introduced a web-based telehealth service and built a robust social media community. By 2023, Kindred raised $1 million in seed funding, opened its first clinic, and launched the Kindred mobile app.”
In the healthcare innovation world, we would call Kindred a hybrid care or virtual-first healthcare company. And it is noteworthy that Kindred Health isn’t the only women’s health startup finding success with a virtual-first care approach.
- Malaica, a startup active in Sub-Saharan Africa, recently announced the closing of its $1M pre-seed round. Their model? Hybrid care.
- Similarly, Oya, a Brazilian startup we covered last year, has also found success with a hybrid care model.
- In India, Gynoveda, a fertility-focused company that started out with a DTC CPG+ model, recently expanded into in-clinic care.
So all of these examples now have me wondering: Is hybrid care the best, right, or leading setup in emerging markets? Well, let’s discuss!
Understanding Hybrid Care
Hybrid care models combine virtual and in-person services to provide a comprehensive and flexible approach to patient care. This model typically includes telemedicine consultations, remote monitoring, and digital health tools, supplemented by physical visits to clinics or health centers when necessary.
To understand the potential of hybrid care in emerging markets, let’s start by looking at Tia, a successful women’s health startup and unicorn in the US. Tia has found success with its hybrid model by making healthcare more accessible, offering comprehensive and personalized care, and building a community-centric approach that fosters trust among its users. The company’s model leverages digital platforms for virtual consultations, remote monitoring for ongoing health issues, and physical clinics for necessary in-person visits. This blend of services ensures continuous and holistic care for women, catering to their diverse health needs efficiently and effectively.
The Appeal of Hybrid Care in Emerging Markets
While the US market is of course very different and emerging markets face unique healthcare challenges, hybrid care models seem well-suited to address some os them.
Many regions lack adequate healthcare infrastructure, and hybrid care could leverage technology to bridge this gap, providing access to quality care without the need for extensive physical infrastructure. Virtual consultations and remote monitoring can reduce the overall cost of healthcare by minimizing the need for physical visits and optimizing resource use. The flexibility of hybrid care also allows it to adapt to the varying needs and conditions of different regions, making it a scalable solution.
Admittedly this may sound promising, but the applicability of hybrid care models in emerging markets requires careful consideration. Access to reliable internet and digital literacy are significant barriers in many regions, cannot be taken for granted, limiting the effectiveness and accessibility of virtual health services. The regulatory landscape for telemedicine and digital health is also still evolving, presenting challenges for startups. Cultural acceptance of virtual care can also vary widely, impacting patient trust in technology. While hybrid care can be cost-effective, the initial investment in technology and digital infrastructure may be prohibitive for many regions.
So... Hybrid Care FTW?
While hybrid care models hold great promise for improving women's health in emerging markets, their success depends on addressing significant challenges related to infrastructure, regulation, cultural acceptance, and economic disparities. The early success of startups like Kindred Health, Malaica, Gynoveda, and Oya is encouraging, and while I personally believe that hybrid care will be the model of choice for many future entrepreneurs in emerging markets, I will continue to watch these companies closely, as their progress (or lack thereof :S) will surely provide valuable insights into the potential and limitations of hybrid care in diverse healthcare environments.
