🇧🇹 Does Bhutan's Philosophy of Gross National Happiness Support Women's Health? Yes.
- lindsaydavissg9
- May 29
- 4 min read
FemTech Association Asia launched its Bhutan Chapter under the leadership of Brand Ambassador Dorji Dhradhul in November 2024. A first step in any market in determining where our organisation can make impact is an understand not only of the healthcare system and market landscape, but also consumer insights.
Therefore, in January 2025, FemTech Association Asia completed a survey of 233 consumers in Bhutan. Qualified participants for this online survey included women, and those with women’s healthcare needs, citizens of Bhutan who were 18+ years old.
Results highlight women’s perspectives on healthcare in Bhutan: Values, Accessibility, Affordability and Awareness. Findings provide valuable insights into the current status of women's healthcare in Bhutan and offer guidance for introducing femtech solutions tailored to address the unique healthcare needs of women effectively.
SURVEY DEMOGRAPHICS
With a total population of around 770,000 spread over 38,394 sq km (World Bank), the capital of Thimphu is the most populated city in 2024, with 144,197 urban residents.
VALUES
When it comes to how Bhutanese women manage their health, 54% of survey participants said they treat their health and wellbeing as a priority.
Bhutan’s healthcare system, grounded in constitutional guarantees for free access to both modern and traditional medicine, has made remarkable strides in advancing women’s health. Key indicators, such as a maternal mortality rate of 53 per 100,000 live births and 98% antenatal care coverage, exceed global averages of 211 and 86%, respectively (MoH, 2024).
ACCESSIBILITY
Healthcare in Bhutan is overseen by the Ministry of Health (MoH). Healthcare is provided for free and is within a two (2) hour travel time for almost 90% of its population (Tenzin et al., 2022). The state uses a 3-tiered healthcare system which is meant to streamline the referral system and optimise resource allocation. This includes sub-posts and outreach clinics at the primary level, district and general hospitals at the secondary level, and referral hospitals at the tertiary level.
However, health facilities are concentrated in urban centres due to population density, and citizens living in rural areas find it difficult to make the travel, especially the elderly (Tenzin et al.).
This lack of accessibility impacting convenience is reflected in the survey results. Many survey participants shared concerns about the long wait at the lowest-tier facilities to get referrals.
The Bhutanese state provides free basic public healthcare for both traditional and modern medicine. While majority of women (87%) report that healthcare is accessible for them in Bhutan, those who say otherwise mostly cite the token system used as the reason for inaccessibility. For instance, limited tokens are issued at the national hospital at 8:40am every morning and patients are only able to see a doctor if they obtain a token (The Bhutanese, 2023). However, many are unable to obtain tokens on their first try and queues can start as early as 6:30AM, which many cannot accommodate due to work schedules. Therefore, creating solutions that are convenient, time-efficient and compatible with working women’s lifestyles are essential for the women’s health accessibility in Bhutan.
AFFORDABILITY
While cost is a primary consideration, 76% of surveyed women said that healthcare is affordable in Bhutan, with the remaining 24% finding the expense significant for their personal budgets. 61% of women in Bhutan spend less than Nu 3,000 ($35 USD) per year on their personal healthcare needs. Only 7% spend over Nu 60,000 ($695 USD) per year.
AWARENESS
Participants were asked to rank several categories of women’s health they know the
MOST and LEAST about from this list: Menstrual Health, Reproductive Health & Fertility, Sexual Health & Wellness, Menopause, Mental Health and Chronic illness.
An overwhelming majority of 87% of consumers surveyed said they were unfamiliar with the term “femtech”. For comparison, 75% of consumers in Southeast Asia are unfamiliar with the term (Milieu Insight & FemTech Association Asia, 2024.*)
Among the minority (13%) that said they were familiar with femtech, period-tracking apps led usage. If seeking information about menopause, 67% of women go online vs. their doctor or family & friends. In addition, only 28% of respondents report to have used femtech solutions before, compared with 58% of SEA consumers*. Among current users, 100% cited menstrual tracking apps as the solution they use. This highlights a knowledge and/or solutions gap in the Bhutan health landscape of femtech solutions for women who are interested in investing in their healthcare, but are unsure what options are available.
72% of respondents reported that they would be interested in using femtech solutions if the option suited their specific healthcare needs. In SEA, 54% of current non-users show intention or consideration for near-future use of femtech products/services.*
One area that needs extra attention would be menopause, given that every woman goes through it at some point in their life, yet it is among the topics that women shared they know least about.
CONCLUSION
The Ministry of Health, the National Commission for Women and Children, and organisations like RENEW play a vital role in promoting women’s health. Initiatives like the Red Dot Campaign address menstrual hygiene stigma and provide free safety pads in schools, while free screenings for cervical and breast cancer underscore Bhutan’s commitment to women’s health. However, preconception care, menopause management, and adolescent health education require more attention. Geographic isolation and systemic inefficiencies, like Thimphu’s token system, hinder equitable access, highlighting the need for innovative solutions.
Femtech offers transformative opportunities to address these gaps for an engaged, health-conscious consumer. Menstrual health apps, telehealth platforms, and wearable devices can improve menopause management, sexual health, and mental well-being. Investing in women’s health enhances care outcomes, productivity, and economic growth. By adopting femtech solutions, partnering with organisations like FemTech Association Asia, and raising awareness, Bhutan can be a leader in the region in sustainable and equitable women’s healthcare.
Special thanks to FemTech Association Asia Brand Ambassador Dorji Dhradhul, Intern Sieske Woon, and our community for their support!
For the full 2025 Bhutan Consumer Survey Results, please visit: https://www.femtechassociation.com/_files/ugd/1d6588_836868bbe27b41709ce4f0af0aae1784.pdf
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