Before they started work on Lia, neither Anna nor Bethany had a background in health devices or technology. So they had to start from square one: with a great idea and a lot of motivation.

Anna and Bethany conducted surveys with hundreds of thousands of women and did a huge amount of detailed market research to develop the product. “At the beginning, we had this formal idea of what a paper pregnancy test used by a woman would be and the basic research to understand how the technology could work,” Anna says. “From there, we had to research the technology and learn. [We took] about a year and a half from that concept phase to having a product with over 99% accuracy.”

Read Karl's Forbes piece on Lia Diagnostics here

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