Interview with Marina Sol, founder & CEO of Diagnio

There are just a few startups in MENA tackling the specific issues of women's health, and so, we were delighted to interview Marina Sol, founder & CEO of Diagnio — which is developing tech-enabled at-home tests that helps women understand their reproductive health.

Marina is on a mission to transform hormonal diagnostics and help women get a clear understanding of their reproductive health. Here's what she had to say:

Can you tell us a bit more about yourself? What's your background?

My connection with the medical field, particularly obstetrics and gynecology, traces back to my family roots, as I grew up in a family of OBGYN doctors. This early exposure provided me with unique insights into the challenges and advancements within the industry.

As one of the first IVF babies in my country and having undergone IVF treatment myself, I have a unique understanding of reproductive health challenges. This inspired me to leverage technology to support women's health. Diagnio is my way of providing accessible, comfortable, and scientific diagnostics at home. My aim is to transform how women manage their reproductive health, making it more efficient and cost-effective.

Let's speak about Diagnio. What is the market problem you want to solve and where do you see the opportunity?

Diagnio is driven by a mission to address a significant gap in women's reproductive healthcare. Currently, the World Health Organization's definition of infertility requires a woman to undergo a year of unsuccessful attempts to conceive before being eligible for infertility diagnosis and treatment.

We identified an opportunity to revolutionize this experience. The core problem is the lack of early, convenient, and cost-effective screening methods. Our solution is to enable women to manage their hormonal and reproductive health from the comfort of their homes.

At Diagnio, we're stepping in as digital innovators, offering high-fidelity screening tools that are both user-friendly and affordable. Our vision is to transform the patient experience, making reproductive health management a seamless part of women's lives.

A significant opportunity lies in the GCC countries, which are experiencing some of the highest infertility rates globally. This makes the region a strategic focus for us. Our goal is to empower women across the globe, starting with those in the GCC — ultimately changing the narrative around reproductive health and its management.

What are the features differentiating your offering from competitors?

Diagnio stands out in the market not only through our advanced technology but also through our strategic approach to meeting the specific needs of the MENA region. This region, with its striking infertility rates of about 40% and prevalent endocrine disorders, represents a critical area where our solutions can have an immediate and significant impact.

Our main competitors in the region are traditional lab tests and regular ovulation strips that you can buy at the pharmacy. These are often inconvenient to use, lack a digital component, and most critically, do not offer the capability for continuous monitoring. This is where Diagnio brings a transformative change.

Our products enable continuous and accurate tracking at home, providing real-time insights into reproductive health. By offering a more holistic, data-driven approach, Diagnio not only competes with but significantly advances the capabilities of existing market options.

Can you share some numbers and achievements of the business?

Certainly! Diagnio has seen remarkable growth and achieved significant milestones recently. For the past three months, we've been experiencing a growth rate of over 150% month-over-month in pre-orders volume.

Additionally, we've established a vital R&D agreement with Dubai Medical College, with lab works set to commence in December. This partnership is pivotal for our continuous innovation and development.

We're also collaborating on a clinical pilot with Al Habib Hospital's leading Gyn/IVF specialist, which is a significant step in validating and enhancing our solution.

Our engagement in the community has been thriving as well. After participating in four ObGyn events in November, we've significantly expanded our network of doctors who recommend our product.

In terms of digital innovation, we've successfully integrated an AI chatbot feature in our app to provide real-time assistance on hormonal health queries, aligning perfectly with our commitment to accessible and informed healthcare.

Lastly, our marketing efforts have yielded exceptional results, with our content views exceeding 200,000 per month.

What are your medium-term plans?

Over the next 12 months, Diagnio is focused on achieving two significant milestones.

Firstly, we're targeting to reach $800,000 in sales. To achieve this, we're employing a dual strategy. On the B2B front, we're actively engaging with clinics and doctors across the region, leveraging direct sales approaches. Simultaneously, for our B2C channel, we're rolling out a content marketing and community-building strategy. This dual approach is designed to maximize our reach and impact.

The second milestone is the launch of our next-generation hormone saliva tests. These tests will include vital markers like Progesterone, Cortisol, Prolactin, and Thyroid hormones. This launch is not just an expansion of our product line; it represents a significant broadening of the range of women's health indications we cover. By introducing these advanced diagnostics, we aim to set a new standard in point-of-care diagnostics, solidifying our position as leaders in this field.

Do you have some advice for other entrepreneurs in the digital health space in MENA?

Sure. In the MENA region's digital health space, understanding and respecting the unique cultural and healthcare dynamics is crucial for success. Entrepreneurs should tailor their solutions, recognizing the diverse cultures within MENA.

Another important part is establishing strong collaborations with healthcare providers, regulatory bodies, and local stakeholders, which is vital for effectively navigating and scaling in the market. It's essential to design digital health solutions that are both cost-effective and accessible. Prioritizing compliance with healthcare regulations and maintaining robust patient data security are also non-negotiable aspects.

Additionally, focusing on patient education and engagement is key to enhancing the adoption and overall impact of digital health solutions.