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Fig Health

Strava for women’s hormone health & fertility

Singapore
Market: Medicine
Stage of the project: Prototype or product is ready

Date of last change: 04.04.2021
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Idea

Personalised women's health platform and network, enhanced with at-home testing. We're starting with PCOS, a lifelong hormonal disorder that impacts 200M women globally, is the leading cause of female infertility and, left untreated, causes type 2 diabetes. Women test, track and connect with each other anonymously; they're matched based purely on their specific symptoms and their specific health or fertility goals. In this way, we are aggregating real-world data to advance R&D in the historically under-researched and under-served area of women’s health.

Current Status

We started with testing so most of our traction is testing-related. We launched a lab walk-in version of the at-home test in January and have made $6K revenue. We have another 500+ prospective customers in our database that we know a lot about (we’re getting 40% open-rates on our EDMs). Our customers have given us 5 star reviews. Our at-home test kit just launched last month.

A month ago, we ‘pivoted’ to our current vision of “Strava” for women’s hormonal health. For that, we are pre-product but have a live MVP which we've deployed to users. Our users are tracking diligently and telling us they're already seeing a lot of value.

We're designing the MVP in collaboration with two advisors we've onboarded, a practising dietitian who specializes in PCOS (also a research dietitian at Imperial College London) and a dietitian who was formerly the Lead Dietitian at Holmusk and helped to build Glycoleap, their diabetes-focused digital therapeutics app (https://www.crunchbase.com/organization/holmusk).

The largest women and children’s hospital in Singapore wants to pilot our app and we’re working towards an LOI with them.

Problem or Opportunity

Women living with PCOS report that it significantly disrupts their life - symptoms include anxiety, depression, excessive weight gain, acne, facial hair, male pattern baldness, and irregular or absent ovulation. But the majority are not getting appropriate support to manage their symptoms or overcome them in order to conceive.

Lifestyle changes are the front line of therapy for PCOS, and many women, especially in Asia, shy away from the most common allopathic medicines prescribed for PCOS.

We’ll monetise through a freemium subscription model:
(1) Basic - app + community access (free)
(2) Standard - Basic + quarterly retesting ($49/month)
(3) Premium - Standard + monthly retesting + monthly supplements + 1:1 chat-based coach access ($149/month)

If we look just at SEA, India and Australia alone, and we restrict ourselves to the wealthiest 10% of all markets besides SG, HK and AU, that's a serviceable addressable market of $7.4 billion market today (using conservative customer lifetime estimates, adjusted for each market).

Solution (product or service)

Women living with PCOS report that it significantly disrupts their life - symptoms include anxiety, depression, excessive weight gain, acne, facial hair, male pattern baldness, and irregular or absent ovulation. But the majority are not getting appropriate support to manage their symptoms or overcome them in order to conceive.

Lifestyle changes are the front line of therapy for PCOS, and many women, especially in Asia, shy away from the most common allopathic medicines prescribed for PCOS.

Our approach helps women to make sustainable, measurable lifestyle changes, and give and receive role-modelling through the community. Women connect, not based on their identity but based purely on their specific symptoms and their specific health or fertility goals.

The at-home lab testing provides quantitative insight into how well those lifestyle changes are working.

We aggregate real-world data to advance R&D in the historically under-researched and under-served area of women’s health.

The aggregated self-reported user data and testing data will allow us to progressively personalize health coaching and predict health and fertility outcomes. This means generating evidence-based insights that care providers, health care payers and patients can use to make informed care decisions, and life sciences companies can use to accelerate R&D and commercialization of novel treatments.

Competitors

Paloma Health (US) (palomahealth.com) - medical, solely focused on hypothyroidism.

Base (US) (https://get-base.com/) - focused on general health and wellness, not medical conditions like PCOS and thyroid disorders.

PatientsLikeMe (US) (patientslikeme.com) - has a similar online patient community - they started with ALS, reached 300,000 monthly visitors and were recently acquired by UnitedHealth Group.

Kin Fertility (AU) (kinfertility.com.au) - like us, goes beyond testing, but is focused on being a teleconsultations marketplace.

Then there are pure testing players like Modern Fertility (US), Thriva (UK) and Everlywell (US).

Advantages or differentiators

Our approach is focused on a segment of women looking for alternatives to Western medicine or for ways to complement alternative medicine.

This means making and sticking with behaviour changes, like a better diet, sleeping more, exercising more. The hard part isn't knowing what to do, it's putting it into practice and sticking with it, even if you don't see results right away. And for most women, living with PCOS, the results they're looking for are: 'am I ovulating again?' 'am I pregnant?' and these take time.

Our approach helps them to sustain behaviour change and provides a) a more immediate, quantitative feedback loop through testing; and b) role-modelling, motivation and inspiration through community.

Money will be spent on

Marketing, Personnel, Product

Team or Management

Incubation/Acceleration programs accomplishment

Funded by Antler SEA

Won the competition and other awards

Participated in Tech in Asia Pitch Night Competition, March 25, 2021

Product Video

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