Student Dissertation

Agency : Femtech; Women’s health; Technology

Objective : Objectives of the study are: • To study perceptions of urban women towards women’s health, challenges faced, and viable solutions including technology • To study factors that drive and influence the adoption and usage of tech solution like FemTech. • To develop strategies to innovate and design a sustainable product that will attempt at tackling women’ health issues

Background : In the waking change because of digital evolutions and its implementation in healthcare, women have begun playing an increasingly instrumental role across the health care continuum, as result of the exponential rise in women empowerment and independent decision-making along with higher purchasing power. With an increase in adoption of technology in urban and rural India due to ease of accessibility and various choices available at economical prices in the market, there are has been an upsurge in the usage of internet and smartphone. Activities such as app usage and mobile-net surfing that has become a ritual and part of everyday routine in the digital era especially in Indian urban households; making it the biggest reason for media utilization amongst Indian consumers. And with this, an interesting e-commerce omnichannel has surfaced bringing about a change in the shopping pattern and marketing strategies to increase outreach, provide customized need-based solutions thereby enabling a path for the emergence of new kind of healthcare tech-solutions.

Methodology : The study was exploratory and descriptive in nature comprising of a closed-ended questionnaire-based survey. A sample size of 106 with a confidence interval of 95% and 10% of margin of error would represent a population of 10,000 women was considered for an initial pilot study. The data collection was done during March-April 2018.

Findings : Women of the younger cohort of the adult population use apps for various reasons. They have also mentioned the features of influence the use and discontinue of the app. Women felt that they were prone to diseases/ conditions like Anaemia, Obesity, Irregular cycles, mental health issues. Major challenges that women faced was high pricing of health services, access to trusted doctors and time constraints. Women who use health apps were driven by factors like the user interface of the app, accuracy of information and analytics, customer support and pricing

Recommendations : Internet played a crucial role in awareness where internet search like Google (41%) and health websites (38%) have created awareness. Implementation of technology can reduce gaps in healthcare delivery and improve the health status of women.