Last year saw growing investment in digital health startups addressing women+ health needs—but women still lag behind men when it comes to adopting these new technologies, according to a new report from Rock Health.

Some trends really stood out for clients in this space:

• Women track a greater number of health metrics than men do, but they track fewer metrics via digital means.
• Smartwatches are the only type of wearable device where women slightly outpace men in ownership.
• Women use search engines more than men to research a wide range of health topics—but they're less apt to “completely trust” health information from websites, apps, and social media.
• Women have been slower to adopt AI tools when seeking health information—AI’s packaging of information into single synthesized answers may feel less verifiable and undermine adoption.
• Women say they are more willing to share their health information with their families and healthcare providers, possibly reflecting how deeply women value trusted relationships in managing their health.

So what can innovators, investors, and healthcare leaders alike do to boost adoption and deliver the best service?

Seize this opportunity to design a digital health ecosystem that reflects the realities of women—not just as patients but also healthcare decision makers as caregivers. And rather than aiming for universal adoption, consider a more targeted approach—meeting women where they are with tools that feel relevant, trustworthy, and supportive.  Providers can encourage further adoption by: 

• Addressing barriers to entry like clunky data entry
• Building capabilities around high-value indicators for women
• Helping women turn data into useful insights

Image Sources: Rock Health