Attracting thousands of downloads is no longer enough; keeping those users engaged over the long haul is now crucial. If engagement drops off after the initial excitement, there’s no steady stream of real-world data or health improvements to show. No retention means no real data and no reason for anyone to invest or reimburse.
Trusted Partner Jens Stensgaard Jakobsen, CEO of Chiron, is the author of this article.
See Trusted Partner: Chiron
Investors in digital health and women’s health tech have grown weary of “brilliant” platforms that gain users quickly, only to see usage plunge within weeks. Conversely, consistent engagement leads to better health outcomes for women and proves that a product works.
From outcomes to investment, engagement is key
High retention isn’t just a vanity metric. It is directly tied to health outcomes and business success. Many women’s health issues – whether managing a chronic condition or tracking a pregnancy – require sustained interaction with a digital tool to see benefits.
If users quit a menopause coaching app after a week, they likely won’t see any improvement in symptoms. Likewise, healthcare payers and providers are more inclined to support solutions that patients stick with. Continued use translates to measurable outcomes (for example, better medication adherence or symptom tracking over time).
For startups, demonstrating strong retention means gathering the real-world evidence (and revenue) that investors demand. In an era where venture funding in femtech is growing but scrutinized, products showing active, returning users and robust outcome data stand out.
In short, retention has become the lifeblood of digital health products targeting women’s well-being—the new game everyone must win to avoid being quickly overshadowed.
Five evidence-based practices to boost retention
The good news is there are proven strategies to keep women engaged with health tech platforms. I recommend the following practices to improve retention:
- Deliver Quick Wins: Ensure the user gets value from the product immediately. Early benefits or insights (a more transparent fertility window, an immediate health tip) give users a reason to return. A fast “Time to First Value” makes people feel their time is well spent and builds trust from day one.
- Build Habit Loops: Design the app to fit a woman’s daily routine. Whether a gentle morning reminder to log mood or a nightly prompt to record symptoms, consistent cues and rewards help turn usage into a habit. This habit formation is grounded in behavioural science – small, regular interactions can solidify long-term engagement.
- Personalize and Nudge: Tailor the experience using personal data and AI-driven insights. For instance, an app might notice if a user skips logging and then send a friendly, relevant prompt or tip. Personalized coaching feedback and timely nudges – rather than generic push notifications – re-engage users by showing that the platform “gets” their needs.
- Foster Community Support: Many women benefit from knowing they’re not alone. Integrating community features – like forums, group challenges, or mentor matching – can create accountability and emotional support. Meaningful social accountability encourages users to return, share progress, and stick with the program, whether a fitness goal or a health journey.
- Smart Reactivation: Don’t write off users who lapse. Use data to identify when someone disengages and implement thoughtful reactivation campaigns – for example, a special update, a new feature announcement, or a personalized message checking in. Strategic re-engagement efforts can win back users by addressing whatever barrier caused them to drop off, turning fleeting interest into sustained use.
The payoff is twofold
Women’s health tech companies can better prove their value by focusing on retention through these evidence-based practices. The payoff is twofold: users achieve healthier outcomes, and startups build a loyal, active user base that attracts investors and partners.
In a digital health market where hype is high but scrutiny is higher, retention is emerging as the ultimate credibility test—one that femtech innovators are increasingly intent on passing.