The Femtech Opportunity in Africa: Part 1

By Monica G. Ng’aru.

Demystifying Femtech and unpacking its growth opportunities in Africa

Femtech refers to technology-based solutions that cater to women’s health. Women’s health issues encompass a multifaceted landscape of conditions, varying from those causing discomfort to those with life-threatening implications, thereby underscoring the complexity and urgency in addressing them comprehensively. While some ailments like dysmenorrhea may primarily cause discomfort, others such as breast cancer, cervical cancer, and maternal complications during childbirth present imminent risks to women’s lives if not promptly managed. Moreover, chronic conditions like endometriosis, polycystic ovary syndrome (PCOS), and pelvic inflammatory disease (PID) not only induce persistent pain and discomfort but also wield long-term ramifications on fertility and overall quality of life. This diversity highlights the need for nuanced healthcare approaches that go beyond symptom management to encompass preventive measures, early detection, and holistic treatment strategies tailored to the unique needs and experiences of women.

Femtech is a large and diverse market with solutions targeting maternal health, menstrual health, pelvic and sexual health, fertility, menopause, and contraception, as well as a number of general health conditions that affect women disproportionately Femtech is often developed by women, for women. Some sources cite a global Femtech market valued at $5.1 billion in 2021^. According to the World Economic Forum, the Femtech industry is expected to be approximately a US$1.2trillion industry by 2027. These disparities underscore the challenges in accurately gauging the market’s dimensions and forecasting its evolution.

Women’s health issues have been overlooked in Healthcare for a number of reasons:

1. Women’s Health is considered somewhat specialized, and encompassing a wide range of therapeutic areas and doesn’t necessarily represent a large disease set. This means less research and development dollars are spent on it
2. Clinical trials show a low representation of women and with this, there is low data on women as subjects of clinical trials. This makes clinical trial data subject to generalization that may in some ways not apply to women. The gender pay gap also exacerbates this. 
3. Inequality in emerging economies makes resources less available for women’s health challenges, and lesser so for women’s health

 Femtech Analytics classifies Femtech in 10 segments:

Source: www.femtechlab.com

Barriers and Challenges in the Femtech Industry

The Femtech Industry is subject to many barriers. These are related to misconceptions and misinformation related to women’s health, biases in the funding ecosystem and how data is protected, used and processed to advance women’s health.   

Taboo and stigma:  From the taboos and stigmas and lack of scientific knowledge and medical education stems a lack of awareness for women’s health. 

Marketing of Femtech Products and Services:  Another barrier of Femtech entrepreneurs posits the marketing of Femtech products and services. Big social media platforms such as Facebook, Instagram, or Twitter often block and remove Femtech advertisements from their platforms as they have strict policies about the use of language i.e., what can and cannot be advertised. These platforms’ algorithms identify words commonly needed to market Femtech products or services such as vagina or pelvic floor as inappropriate, leading to additional costs (e.g., due to a delay in the marketing campaigns) and difficulties in leveraging social media for facilitating market growth (Lovett, 2020; Mahfoudhi & Wetzel, 2021). Moreover, this illustrates how technology can be biased against women as the same is not necessarily true for words used to advertise 56 men’s health products (e.g., sperm, erectile dysfunction) (Lovett, 2020; Untitled Kingdom, 2020). Since these social media platforms are important communication and mainstream spaces for advertisement, Femtech entrepreneurs are restricted in their ways to reach and educate target audiences about women’s health as well as advertise their products and services. 4.5.4. 

Data, privacy and gaining consumer trust: Femtech related -data is highly sensitive. This data in some ways carries the unique aspects of a woman, their menstrual cycle, their fertility, sexual health. Data and how it is used brokered has been the subject of much contention. Strict privacy protocols would have to be adhered to by Femtech companies and these companies would also  need to comply with privacy laws in the respective regions. In an era of cyber attacks. Furthermore, transparency will be a must in Femtech.  The use of the data and its processing will have to be transparent and known to all users to gain trust. 

Fundraising: Fundraising is an important part for any business’ growth and represents a challenge for any entrepreneur. However, fundraising can be particularly difficult in the Femtech industry compared to other industries due to several reasons. Firstly, companies within the Femtech industry are founded mainly by women . However , raising funds is particularly difficult for female entrepreneurs. In fact, women are usually less likely to receive funding. Moreover, as highlighted in section 4.3The Femtech industry is clearly underfunded. Thus, Femtech companies might struggle more to raise funds.

Types of Applications/Solutions globally.

Femtech applications and solutions within healthcare encompass a wide range of digital tools, technologies, and services designed to address women’s health needs across different stages of life. Here are some notable Femtech applications and solutions within healthcare:

Flo: Period and Pregnancy tracker app

1. Menstrual Tracking Apps: These apps help women track their menstrual cycles, predict periods, and monitor symptoms. They often include features for logging symptoms, fertility tracking, and reminders for contraceptive use.
2. Fertility and Ovulation Tracking Devices: Devices and apps designed to help women track their fertile windows, ovulation, and increase their chances of conception. They often use data such as basal body temperature, cervical mucus, and hormone levels.
3. Pregnancy and Prenatal Care Apps: Apps that provide information and guidance for expectant mothers throughout their pregnancy. They offer week-by-week pregnancy updates, nutrition advice, and tools for tracking fetal development.
4. Postpartum Health Monitoring: Wearable devices and apps designed to support postpartum health, including tracking postpartum recovery, breastfeeding schedules, and monitoring maternal mental health.
5. Pelvic Health and Kegel Trainers: Devices and apps that help women improve pelvic floor strength and address issues like urinary incontinence and pelvic pain through guided exercises and biofeedback.
6. Menopause Management Apps: Apps that provide information, symptom tracking, and lifestyle recommendations to help women manage the symptoms and challenges associated with menopause.
7. Breast Health Monitoring: Devices that aid in breast self-exams and provide reminders for regular breast health checks, helping with early detection of breast abnormalities.
8. Contraceptive and Family Planning Apps: Apps that offer information about various contraceptive methods, help users choose the right one for their needs, and provide reminders for contraceptive use.
9. Sexual Wellness and Pleasure Devices: Products designed to enhance sexual wellness and pleasure, including personal lubricants, vibrators, and other intimate products.
10. Telehealth and Online Consultations: Telemedicine platforms and online healthcare services that offer women access to healthcare professionals for consultations, prescriptions, and advice on women’s health issues.
11. Nutrition and Fitness Apps: Apps tailored to women’s nutritional needs and fitness goals, with features for tracking diet, exercise routines, and wellness goals.
12. Mental Health and Wellness Apps: Apps that focus on women’s mental health and well-being, providing resources for stress management, meditation, and therapy.
13. Women’s Health Communities and Forums: Online communities and forums where women can share experiences, seek advice, and find support on various health topics, including fertility, pregnancy, and sexual health.
14. Health Information Portals: Websites and platforms offering reliable and evidence-based information on women’s health topics, helping women make informed decisions about their health.
15. Remote Monitoring and Wearable Health Devices: Wearable health devices like smartwatches, rings and fitness trackers that can monitor various health parameters, including heart rate, sleep quality, period cycle, anemia levels, etc.

The ‘Dip’, an anemia-tracking health wearable for women.

These Femtech applications and solutions empower women to take control of their health, access information and resources, and make informed decisions about their healthcare. As the field of Femtech continues to grow and evolve, it is likely to encompass even more innovative solutions to address the diverse healthcare needs of women at every stage of life.

Existing challenges and opportunities in the African Femtech sector.

More than 60% of Africans are youth at the moment, making Africa the perfect market for Healthcare and Femtech specifically. According to reports from reputable institutions such as Mckinsey and the African Development Bank, Africa is also continuously undergoing infrastructure projects and therefore has great potential for growth. With a growing middle class, the African market is ripe for new products for consumers.  

Africa, like many other continents, is vulnerable to global warming and climate change. This is a particular risk to pregnant women as high body temperature makes a fetus vulnerable to birth defects. Femtech is crucial for markets like this where Healthcare infrastructure is not at a mature point.  

The African Femtech sector presents both several gaps/challenges and significant opportunities , reflecting the evolving landscape of women’s healthcare and the potential for innovation. Here’s an overview of the existing opportunities and gaps in the African Femtech sector:

Challenges:

1. Limited Regulatory Framework: Many African countries lack clear and consistent regulatory frameworks for digital health and Femtech applications. This regulatory ambiguity can be a barrier to innovation and adoption.
2. Access to Healthcare Infrastructure: In certain regions, the lack of reliable internet access and healthcare infrastructure may limit the effectiveness of Femtech solutions, especially in rural areas.
3. Data Privacy and Security Concerns: Data privacy and security are paramount, and there is a gap in ensuring that Femtech applications adequately protect sensitive health data. Data breaches and misuse are concerns.
4. Digital Literacy: Low levels of digital literacy, particularly among older generations, can hinder the adoption of Femtech solutions. Addressing this gap is essential for broad impact.
5. Affordability: The cost of smartphones, wearable devices, and internet data can be prohibitive for many women in Africa. Femtech solutions must consider affordability to reach a wider audience.
6. Lack of Research and Evidence: More research is needed to assess the impact and effectiveness of Femtech solutions in the African context. Evidence-based data can help build trust and inform healthcare decisions.
7. Integration with Healthcare Systems: In some regions, Femtech applications may not be integrated with the existing healthcare systems, hindering data sharing and collaboration with healthcare professionals.
8. Cultural Stigma: Cultural taboos and stigmas surrounding women’s health topics can impede the open discussion and adoption of Femtech solutions. Education and awareness campaigns are needed to break down these barriers.
9. Limited Local Manufacturing: The manufacturing of Femtech devices is often outsourced, which can result in high costs and limited availability. Developing local manufacturing capabilities is an opportunity to address this gap.

Opportunities:

1. Improved Access to Healthcare: Femtech applications and telemedicine platforms can significantly improve access to healthcare services, particularly in underserved and remote areas. This is especially relevant in many African countries where healthcare infrastructure is lacking.
2. Educational Resources: Femtech provides a platform to offer women comprehensive and culturally sensitive health education, empowering them to make informed decisions about their well-being.
3. Cultural Sensitivity: Solutions that take into account the cultural and social nuances of African societies can resonate better with local communities, improving acceptance and effectiveness.
4. Entrepreneurship and Innovation: The African Femtech sector is a fertile ground for innovation and entrepreneurship. There’s an opportunity for startups and innovators to create tailored solutions that cater to local needs and preferences.
5. Partnership and Participation of different stakeholders (PPPs): Collaboration with governments and NGOs can provide opportunities for Femtech initiatives to scale and make a more significant impact on women’s health in the region. Partnerships and investments from international organizations and investors can provide funding and expertise to drive the growth of the Femtech sector in Africa.

In summary, the African Femtech sector is on the cusp of significant growth, with numerous opportunities to improve women’s healthcare and well-being. However, addressing the existing gaps, including regulatory, infrastructure, and cultural considerations, is essential to ensure that these innovations can make a meaningful impact across the continent. Collaboration among governments, healthcare providers, entrepreneurs, and international partners will be crucial in advancing the African Femtech sector.

Drivers of the growth of Femtech in Africa.

The growth of Femtech in Africa is being driven by a convergence of various factors, including social, economic, technological, and healthcare-related aspects. This emerging industry is addressing a range of women’s health needs and is becoming increasingly significant in the region. The key drivers fueling the growth of Femtech in Africa is as discussed below:

1. Rising Awareness and Education: Increasing awareness of women’s health issues and the importance of early detection and prevention is driving demand for Femtech solutions. Education campaigns and information dissemination are empowering women to take charge of their health.
2. Increasing Smartphone Penetration: The widespread adoption of mobile phones, even in rural areas, has created a platform for delivering Femtech solutions. Mobile apps and SMS-based services make healthcare information and support accessible to a broad population.
3. Addressing Specific Health Challenges: Many African countries face high maternal mortality rates, limited access to quality healthcare, and health disparities. Femtech solutions are tailored to address these challenges, such as prenatal and postnatal care, which are critical in this context.
4. Improving Reproductive Health: Fertility and contraception management are essential for family planning and reproductive health. Femtech apps and services can help women track fertility, access birth control information, and make informed decisions.
5. Women’s Empowerment: The empowerment of women in Africa has created a demand for healthcare solutions that cater to their unique needs. Femtech encourages women to be proactive about their health, fostering a sense of independence and control.
6. Increasing Urbanization: As more people move to urban areas in Africa, the demand for modern healthcare solutions grows. Femtech can bridge gaps in healthcare access and affordability, especially in rapidly urbanizing regions.
7. Funding and Investment:  A growing number of entrepreneurs and innovators in Africa are recognizing the potential of Femtech as a business opportunity. A surge in Femtech startups and innovators is driving the creation of new solutions that cater to local needs and preferences, spurring the growth of the Femtech ecosystem. As a result, the Femtech sector in Africa is attracting investment from both local and international sources. This financial support is critical for the development and scaling of Femtech startups and initiatives.
8. Cultural Shifts: Healthcare, especially women’s healthcare, often involves cultural nuances and sensitivities in African societies. Changing societal norms are reducing stigma around discussions of women’s health. Women are now more open to seeking healthcare information and services, creating a conducive environment for Femtech.
9. Impact agenda: As part of UN’s SDGs, primarily SDG 5 on Gender Equality, has created opportunities for both the public and private sectors to be conscious of equality when it comes to distribution of opportunities, thus driving leveling of the playground.
10. Partnerships and Collaboration: Collaboration between Femtech startups, healthcare providers, NGOs, and government agencies is facilitating the growth of the sector. Some governments and health organizations are recognizing the potential of Femtech to address women’s health issues. They are launching initiatives, policies, and funding programs to support the development and adoption of Femtech solutions.

The growth of Femtech in Africa is not only improving healthcare outcomes for women but also contributing to broader efforts in achieving gender equality, better family planning, and enhanced maternal and child health. As these drivers continue to strengthen, the Femtech sector in Africa is likely to expand further, offering innovative solutions to address the unique healthcare challenges faced by women across the continent.