Transforming Women's Healthcare: Introducing the Hiya (She) Women's Wellness & Fertility Network

For far too long, women’s health has been treated reactively rather than holistically. Globally, less than 7% of medical research funding is dedicated to women-specific conditions, leaving critical gaps in how healthcare, wellness, and fertility are approached.

The UAE challenge

In the United Arab Emirates, this challenge is particularly pressing. Infertility affects an estimated 15% to 20% of UAE couples — significantly higher than the global average of 10% to 12%. Furthermore, with the UAE Total Fertility Rate sitting at 1.2 (nearly 40% below the baseline population replacement level), thousands of families navigate the complex, emotional journey of fertility treatments every year.

Yet, despite a booming AED 4.4 billion market for IVF and fertility services in the UAE, fewer than 20% of fertility clinics offer structured mental wellbeing support.

At the World Health Innovation Summit (WHIS), we believe women deserve better. We are excited to announce the launch of our flagship platform: the Hiya (She) Women’s Wellness & Fertility Network — a ground-breaking movement designed to bridge this gap and transform healthcare across the region.

What is Hiya?

Hiya is a preventative, social-prescribing-led women’s health platform rooted in the UAE. We move beyond traditional, purely clinical interventions to offer a whole-person biopsychosocial model.

We recognize that fertility and wellness do not exist in a vacuum. True care requires looking at the complete picture: medical treatments integrated alongside nutrition, psychological support, stress management, financial guidance, and holistic therapies.

The power of social prescribing: beyond prescriptions and procedures

Traditional healthcare models often focus narrowly on symptoms or procedure outcomes, asking “What is the matter with you?” Social prescribing fundamentally reframes this approach by asking “What matters to you?”

Navigating reproductive health or undergoing IVF is one of the most psychologically and physically taxing experiences a woman can face, yet patients are frequently left to manage stress, isolation, and anxiety on their own. Social prescribing bridges the critical gap between medical diagnosis and non-clinical wellbeing, providing structured access to community networks, stress-reduction programs, nutritional coaching, and financial counseling tailored to the patient’s life context.

By integrating non-clinical interventions into standard care pathways, social prescribing addresses the root emotional and environmental stressors that directly impact physical health. Chronic stress triggers hormonal imbalances that can negatively affect reproductive outcomes; by actively mitigating these factors through peer circles, mindfulness, and lifestyle adjustments, we create an optimal biological and psychological foundation for treatment. This approach transforms patients from passive recipients of medical procedures into active, empowered participants in their own healthcare journey.

The impact of this approach is backed by rigorous clinical evidence. Research shows that integrating structured mind-body support and social-prescribing interventions alongside conventional IVF care leads to a 52% pregnancy/live-birth rate compared to just 20% on a second IVF cycle. By combining clinical precision with compassionate, community-oriented social prescribing, Hiya delivers a model of care that not only heals but significantly improves clinical outcomes.

Backed by a global movement: supported by the Global Social Prescribing Alliance (GSPA)

Connecting Communities. Transforming Health Systems. Scaling What Works.

The Hiya (She) Network operates with the direct support and backing of the Global Social Prescribing Alliance (GSPA). Launched in 2021 by the UK Secretary of State for Health and Social Care, the GSPA was established to champion a global shift toward prevention-focused, person-centered health.

Rooted in the belief that wellbeing is shaped by far more than clinical interventions alone, the GSPA brings together health leaders, policymakers, academics, and community organizations to scale social prescribing internationally. By aligning Hiya directly with the GSPA, we bring world-class, internationally recognized social prescribing frameworks, playbooks, and evidence-based standards directly to women’s health and fertility across the UAE.

Tailored for women, led by women

We understand that comfort, trust, and cultural respect are paramount when navigating intimate health journeys.

To ensure complete peace of mind, Hiya guarantees that all physical interactions and clinical care for female patients are undertaken exclusively by female physicians. Our network creates a safe, culturally aligned, and compassionate sanctuary where women can feel fully supported at every stage.

A massive opportunity for impact and growth

The demand for comprehensive women’s health solutions in the region has never been higher:

• Expanding fertility market: The UAE IVF and fertility-services market handles 18,000 to 20,000 cycles annually, valued at AED 4.4 billion and growing at an 8% to 10% CAGR.
• Thriving wellness sector: With overall wellness spending in the UAE reaching AED 149.8 billion, women are actively seeking proactive, lifestyle-driven health solutions.

Hiya sits directly at the intersection of these two rapidly growing sectors, presenting an unprecedented opportunity for healthcare providers, wellness practitioners, investors, and — most importantly — the women and families of the UAE.

Join the Hiya movement

Hiya is more than a network; it is a collaborative ecosystem redefining how women experience healthcare. Whether you are an individual seeking personalized, compassionate care or a partner looking to innovate in the wellness space, Hiya is here to walk the journey with you.

Together, we are making women’s health proactive, personalized, and complete.

Welcome to Hiya. Healthcare designed for her.

Get in touch & connect with us

We’d love to hear from you as we build out this network across the United Arab Emirates.

• Reach out directly via email: rini@whis.world, noora@whis.world, gareth@whis.world
• 👉 Follow the World Health Innovation Summit — Women’s Wellness & Fertility Network on LinkedIn to stay updated on our latest developments, news, and events!

Learn more about the Hiya programme by women, for women — and the GSPA’s global social prescribing movement.