During the pandemic, digital health soared. Investment skyrocketed, and women’s health startups emerged with innovative solutions, promising to redefine care. But as the funding boom has cooled, cracks have appeared. Companies that once thrived on buzz and venture dollars are now facing tough questions: How do we scale? How do we generate sustainable revenue? How do we stay relevant?
Talking to investors lately, a common theme has emerged: the appetite for pure-play virtual care is waning. The reason isn’t a lack of interest in digital health—it’s that the market is evolving. What worked during the pandemic doesn’t necessarily work now. Companies are adapting, integrating, and pivoting to models that reflect the complexities of healthcare delivery.
Here are four trends defining this new chapter:
1. Tech-Enabled Services
This morning, I read about BrightHeart, a company that recently received FDA clearance for its AI-powered fetal heart ultrasound software. Its story reminded me of a broader trend: digital health companies embedding themselves into clinical workflows rather than staying siloed.
BrightHeart’s software integrates seamlessly with sonographers and OB/GYNs, making it part of the diagnostic process rather than a standalone tool. Similarly, companies like Levy Health and ExactRx are redefining how digital platforms can serve clinicians or care organizations. Levy Health uses AI to personalize diagnostic pathways for patients, while ExactRx personalized treatment pathways and creates custom care plans. Both started with consumer-facing models but evolved over the years to focus on complementing clinical care.
Why this shift? Pure digital models often face retention and monetization challenges, particularly when they rely on consumers alone. By partnering with providers, tech-enabled services can find stronger footing, improving care delivery while creating scalable business models. For women’s health startups, this approach feels particularly relevant. Trust is essential in healthcare, and aligning with clinical workflows can help build that trust while addressing real-world needs.
2. APIs and Whitelabel Solutions
Not every company needs to be the face of the brand. Increasingly, women’s health startups are moving into the background, providing the tools and data that power other platforms. Wild.AI, for instance, has (according to the founder's LinkedIn bio) evolved from a consumer-facing app to a B2B provider offering APIs that enable other companies to integrate women’s health insights into their products. Similarly, SteadySense has expanded its women's health efforts beyond direct-to-consumer fertility tracking, now offering its basal temperature measuring technology to partners. I can envision a future were more and more deeptech companies will choose this path.
This trend signals a maturing of the market. Instead of competing for the same narrow user base, companies are recognizing the value of collaboration. By licensing their technology or offering white-label solutions, startups can embed their expertise into broader ecosystems. This not only expands their reach but also accelerates the adoption of women’s health features across general-purpose health platforms.
For the industry, this shift has profound implications. Imagine cycle-tracking data or hormonal health insights becoming standard features in mainstream fitness and wellness apps. The result? Broader access to women’s health tools and a more integrated approach to care.
3. Hybrid Care
Hybrid care—the blending of virtual and in-person services—is becoming a defining model in women’s health. I’ve written about this trend recently in emerging markets, where companies like Kindred Health in the Philippines and Malaica in Sub-Saharan Africa are combining telehealth with physical clinics to address infrastructure challenges. But it’s not just happening there.
In the U.S., startups like Origin (pelvic health), TBD Health (sexual health), and Oula (maternal health) are finding success by layering in-person care onto their digital offerings. Origin offers patients both digital tools and physical therapy sessions. Oula blends telehealth consultations with in-person prenatal care, ensuring continuity and trust throughout a patient’s pregnancy journey.
What’s driving this shift? For one, it reflects patient demand. While telehealth is convenient, some aspects of care—physical exams, hands-on therapy, and face-to-face interactions—can’t be replicated online. But there’s also a strategic angle: hybrid models unlock revenue streams that pure digital plays often struggle to capture, such as insurance reimbursements and value-based care partnerships.
Hybrid care isn’t just about adding physical services though—it’s about rethinking the patient journey and meeting people where they are. This model allows companies to deliver a holistic experience, balancing the efficiency of digital tools with the intimacy of in-person care.
4. Prescription Services
Prescription services are becoming a cornerstone for many women’s health startups, particularly in the hormonal health and fertility spaces. Companies like Midi Health and Allara Health are tapping into demand for hormone replacement therapy (HRT) and GLP-1 medications, integrating these treatments into their broader offerings. Meanwhile, Maven’s MavenRx program simplifies fertility drug delivery, creating a more seamless and supportive experience for patients navigating complex treatment plans.
The potential for improved outcomes and recurring revenue makes this an attractive proposition, but it’s not without risks. The reliance on prescriptions as a key revenue driver could incentivize practices that prioritize business goals over patient outcomes. We've already seen the cautionary tale with Cerebral, a mental health telehealth company that recently settled a $3.6 million case with the Department of Justice over its practices encouraging the overprescription of controlled substances like Adderall.
For women’s health, the stakes are equally high. Startups must ensure that prescription services are guided by rigorous clinical oversight and evidence-based protocols. The goal should be to enhance care pathways and improve health outcomes—not to create dependencies or prioritize profitability at the expense of patient safety.
The Bigger Picture
I believe that overall these trends signal a maturing digital health ecosystem, particularly in women’s health. What’s clear is that the initial wave of innovation—centered on consumer-friendly apps or services and virtual-first care—was just the beginning. The current evolution is more complex, grounded in integration, scalability, and sustainability. Startups are no longer content to operate on the fringes of the healthcare system; instead, they’re embedding themselves into its core.
This deeper integration reflects a growing recognition of women’s health as essential to healthcare systems and overall population health. By addressing systemic gaps and aligning with broader healthcare and provider priorities, these innovations have the potential to elevate women’s health beyond its historical constraints.
Women’s health has long been underfunded and undervalued, and this evolution represents an opportunity to redefine the space—not as a niche market but as a cornerstone of broader healthcare transformation.
