Tackling PCOS (PMOS) and gaps in women’s health through inclusive innovation

Neuraura Biotech Inc. is a Calgary-based, seed-stage medtech company that originated from the Hotchkiss Brain Institute, known for its work in brain-machine interfaces.

In late 2022, the company shifted its focus to LoOoP, a minimally invasive bioelectronic platform designed to manage chronic conditions. Its primary application targets polycystic ovary syndrome (now referred to as PMOS) one of the most common yet underdiagnosed and underserved conditions in women’s health.

At Neuraura, inclusion, diversity, equity and accessibility (IDEA) are core to how solutions are designed, developed and delivered.

“Healthcare is broken,” says Claire Dixon, President and CEO of Neuraura. “The greatest opportunity for a step change in outcomes and innovation for all – a renaissance in healthcare, will come from investing in women’s health.”

Designing with inclusion in mind

Neuraura’s values and commitments guide the design and development of their products in sometimes unexpected ways.

“Accessibility is one of our core goals, whilst at the same time being committed to a science-backed approach,” says Dixon. To support this, they have created more than 200 “deep dive” articles that break down the linkages between PMOS, its symptoms and related health complications step by step, while still explaining clinical terminology to a lay audience.

Recognizing that this approach won’t work for everyone, she identified a gap. “This spurred the creation of our AI chatbot – fed by our research but able to engage with our end-users in a conversational style.”

User feedback has also directly shaped product design. “We heard from users that they wanted something discrete – something that they could wear under clothing and get on with their day.” Navigating constraints around size, battery life and functionality led to a design that is both slim and flexible, allowing it to adapt to different body shapes.

Diverse voices driving better solutions

Avoiding the trap of “building a product for yourself” has been central to Neuraura’s approach.

“We are committed to serving the true needs of our user base and being a trusted tool for individuals with PCOS (PMOS) across different life stages and with differing health/wellness goals,” says Dixon.

To do this, they established an end-user advisory board early on and continue to expand it to reflect diverse perspectives. Focus groups further enrich this input, providing more interactive feedback than surveys or one-on-one discussions.

IDEA as a competitive advantage

For Neuraura, embedding IDEA into talent practices from the start has been essential.

“Our commitment to IDEA is truly a competitive advantage to us; accessing high quality talent is a make-or-break core competency for SMEs,” says Dixon. A diverse set of perspectives helps the team navigate ambiguity and make informed, multi-disciplinary decisions.

“It helps us to surface our blind spots quickly – something essential in startup leadership.”

This inclusive approach extends to leadership as well. “It’s not about being perfect; it’s about being willing to learn and listen.” Continuous learning from peers and partners shapes how leaders engage with complex conversations around women’s health and equity.

Measuring impact, one person at a time

While Neuraura continues to build out its long-term impact model, the immediate impact is clear.

“For now, we focus on the impact we’re making one person at a time,” says Dixon. She regularly hears from individuals living with PCOS (PMOS), including one who shared that it was “truly the first time she felt seen and heard.”

Building a culture of belonging and bold thinking

Neuraura’s culture is grounded in trust, flexibility and authenticity.

“I find it natural to bring my whole (imperfect!) self to work and this vulnerability encourages others to also feel more comfortable doing so,” says Dixon. This openness helps create an environment where team members feel heard, valued and empowered to contribute ideas.

As a growing SME, the company also leverages external IDEA expertise to strengthen its capabilities. “We rely on key external pockets of expertise across our business needs and training for IDEA is just one of them.”

Driving impact through purpose

“IDEA is a core part of our why, our what and our how,” says Dixon. This clarity enables Neuraura to attract talent and investment, while guiding decision-making and accelerating progress.

A values-driven approach has also brought unexpected benefits. “Being clear around the impact you want to have forces you to delve deep into the creative well when things don’t always work out as planned.”

What’s next

Neuraura is entering a pivotal phase. “We’re kicking off our pilot clinical study; those results will unlock funding to take our device through to first FDA clearance. In parallel, we’re continuing to build and refine our digital offering.”

The recent name change represents a pivotal time in history as this chronic, multi-system disorder is finally getting the attention it deserves.  Now named Polyendocrine Metabolic Ovarian Syndrome, this condition is a significant risk factor in almost all health-related killers of women.  “Innovation to tackle this large unmet need is long overdue and we are part of a global movement to help those gaps in information, diagnosis and care.”

With a clear commitment to inclusive innovation, Neuraura is advancing solutions that not only address PCOS (PMOS), but also contribute to a broader transformation in women’s health.