‘Proactive for her’: A digital platform that wants to revamp Indian woman’s access to healthcare


“Does anyone know of an unbiased gynecologist who can help manage mental health problems due to PCOS, and will not offer just a pill? »This is a recent Instagram story from a friend. In India, finding an empathetic, unbiased gynecologist who won’t ask if you are married or not – the secret code of sexual activity – is often difficult. This also explains why every few weeks Google doc posted on Twitter or any social network with a list of “trusted” gynecologists. And this is the problem that Achita Jacob wants to solve with his Proactive for her platform.

Jacob, who was educated at Harvard and previously worked for a Fortune 500 medical company, realized that women India did not completely address health problems. “When it comes to women’s health in India, we are solving not only a clinical problem, but also a cultural one,” she says. indianexpress.com

Bangalore-based Proactive for Her wants to become a “complete digital health platform for women” where all healthcare services are available under one roof, whether it’s skin problems caused by PCOS or sexual health problems such as vaginismus, for which it is very important to find an empathetic doctor.

“We have four business verticals. We do consultations, which we call clinics. We perform blood tests or diagnostics, and we run medium to long term programs in which women interact with a team of doctors to achieve a specific health goal. Finally, we also provide health coaching, which is a more valuable one-on-one offering, ”she explained.

She makes it clear that their goal is not to be another health aggregator where women are just trying to find a doctor. Rather, it is a holistic approach to women Health online. In her opinion, the difference lies in the “protocols, processes and the health team.”

Acita Jacob, CEO and Founder, Proactive for her. (Source: handout)

“Today there are many websites and aggregators for doctors. But these companies do not take full responsibility for your clinical outcomes. All of our doctors are staffed and paid with the company, which essentially means we guarantee a customer journey and clinical experience when you move to Proactive, ”she said.

The difference is that if a patient has a bad experience with a gynecologist on Proactive, the platform takes responsibility. The company also has a set of internal processes that they expect their internal medical team to follow for patients.

She also admits that while they initially target “internet savvy women,” they still hope to attract more women in the future, especially those who do not reside in subways or first-tier cities. “We did it for Nestlé in one of their factories, where we ran a program for factory workers. But it felt like one of our first few large-scale attempts to go beyond digitally born women, ”she explained.

As for the doctors who work for Proactive for Her, the company has slightly different agreements with each of them. While doctors also continue their private practice, they are not affiliated with other corporate brands or corporate hospitals.

But given that it should be a complete solution, Proactive has also teamed up with several accredited laboratories across the country to enable patients to be tested after consultation.

“There are many standard packages on the Internet. But often they are not really tailored to the patient’s medical history and healthcare priorities. So, as far as our diagnostic product is concerned, all of our patients who choose to be tested through Proactive also receive a free consultation with our team of pathologists, ”Jacob said.

The company then also provides a dedicated smart report that helps patients understand the test results. According to Jacob, the goal is to give the consumer a complete understanding of their clinical information. The company has contacted a technology provider to generate smart reports that finally subscribe pathologists in company.

In total, Proactive for Her employs 10 doctors and has a dual strategy: direct contact with consumers and communication with corporations. It also offers memberships to customers, which gives them a minimum 10% discount.

“Membership is a very good deal for most of our regular users. It also allows you to attend wellness classes for the rest of the year. Our membership program is also incredibly popular with our b2b customers, ”said Jacob.

The clinics are exploring the issues of sexual health, which remains a taboo topic in India, menstrual health, PCOS and skin and hair care. According to Jacob, the idea is to tackle women’s problems beyond simple pregnancy and fertilitywhich is often the area that most gynecologists end up focusing on in India.

Even with PCOS, women are told to go straight to pills or medication if they are insulin resistant. Or worse, they are told that they just need to lose weight and exercise more. Jacob hopes to get rid of this tough approach. “In most doctor-patient interactions, personal medical goals and patient preferences are rarely taken into account. The patient has to drive depending on the choice of treatment, ”she said.

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