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At the opening of each of her clinics, there’s a moment when Carolyn Witte, the founder and chief executive officer of women’s health startup Tia, holds her breath. “We call it the ‘shoulder-drop moment,’” Witte told STAT. During those few seconds, as a patient is opening the doors to one of Tia’s offices, Witte watches for them to turn from apprehension — about the idea of a rushed meeting with a new doctor or the notion of changing into a papery gown in a cold, industrially-lit room — to comfort. Witte hopes that during that moment, when patients see the colorful, sunlit environment, they feel welcomed instead of alienated.

Witte’s efforts to create clinics welcoming to women — along with a digital platform that includes a dedicated care team and encourages face time with providers — are part of a growing movement towards inclusivity in health tech.

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