The story of the Hamburg-based medical startup PINK! gegen Brustkrebs is exemplary in many ways. It shows how competence and perseverance can lead to approval as a digital health application. And how it is possible to sell to an international company without losing one's own identity.
An app for better support for breast cancer patients
In Germany, between 70,000 and 75,000 women are diagnosed with breast cancer every year, more than any other type of cancer. For those affected, this is a dramatic turning point that changes their lives forever, even with successful treatment, and often requires comprehensive care. Gynaecologist Prof. Dr. Pia Wülfing knows this from her own experience. She first helped establish the breast centre at the University Women's Hospital in Münster and then headed the oncology department at the Breast Centre at Jerusalem Hospital in Hamburg for ten years. In the process, she repeatedly saw how support for patients was limited due to a lack of time and staff.
In March 2020, Wülfing was classified as a Covid risk patient. She used the associated involuntary time off to set up PINK! gegen Brustkrebs (which means PINK! against breast cancer.). It started with a podcast and webinars, but the goal was to develop an app that would support breast cancer patients in their everyday lives with exercises, tips and information. It was designed to offer them psychological relief, encourage them to eat healthily and engage in physical activity, and help them to cope better with the side effects of therapy. These include, for example, weight gain and fatigue, which can be kept within limits through conscious behaviour.
The DiGA approval process was a mammoth undertaking
PINK! Coach is the name of the app, which was released in 2021. But that was only the first step. The next task was to obtain approval as a digital health application (DiGA) so that health insurance companies would cover the costs of using it. For many startups in the healthcare sector, this is the decisive factor for success. Wülfing describes the process involved in obtaining this approval as a ‘regulatory monster’ and admits that she initially underestimated the effort involved. The Federal Institute for Drugs and Medical Devices (BfArM) is responsible for this and works very thoroughly, which is justified when it comes to a topic such as health.
For PINK!, this meant waiting around a year and a half for provisional approval, and that was still the fast option. Now PINK! had another twelve months to prove its effectiveness in an evaluation study. Until then, the app could already be applied on prescription. Throughout the entire process, there were no guarantees, either in terms of the timeframe or approval. Fortunately, PINK! impressed with its study, and in 2023, the app was permanently added to the DiGA directory. This was made possible by a total of around 30 people who dealt with topics as diverse as app development, data protection, legal issues and, of course, cancer therapy.
The exit of PINK! was not planned
Thanks to the final approval, users could now be completely sure that PINK! Coach offered them scientifically sound and proven effective help. And for the startup, the DiGA classification was a kind of life insurance. After all, it made economic success much more likely, especially with an issue like breast cancer, which affects so many women. Sales at PINK! developed accordingly well, the company was not dependent on financial help from investors and thus saved itself this hassle that is often part of everyday life for startups.
Selling the company, an exit, was not really on the agenda either. Pia Wülfing had planned to continue on her own for a while longer. However, the enquiries kept coming in, and she began to seriously consider them. One offer in particular, from the Icelandic company Sidekick Health, caught her attention. Sidekick Health had already developed a range of digital solutions for various health issues, and PINK! was an excellent fit for their portfolio. In addition, the founders themselves are medical professionals, so there were many similarities between them and Wülfing.
New owners, proven concept
In June 2024, Sidekick Health announced its acquisition of PINK! gegen Burstkrebs. Internally, not much changed as a result. The company headquarters remained in Hamburg and the team of almost 30 employees was taken over in its entirety. Wülfing continues to serve as managing director and was additionally awarded the title of Chief Clinical Officer (CCO) in 2025. Users did not have to make any adjustments either. As of today, PINK! offers the following services:
• PINK! Coach, the app.
• PINK! Leben, an online psycho-oncological course consisting of four modules. Some health insurance companies cover the costs, others do not.
• PINK! Kongress Digital, an online conference that has reached thousands of women since its launch in 2022. Participation is free of charge and the fifth edition is planned for 20 November 2026.
• Frag doch mal PINK!, a free webinar series.
For Pia Wülfing, the exit has the advantage that she no longer has to worry about every business detail, but can concentrate more on her core medical expertise. Within Sidekick Health, PINK! has developed into a showcase project that also has international market potential, even if no expansion is planned in the short term. As CCO, she is also involved in the development of new products, such as the MENO! app. This app is aimed at women going through the menopause and, like PINK! Coach, is designed to be a daily companion and advisor. Initial study results are extremely promising. MENO! is not yet available, but you can keep up to date via a newsletter.
Lots of support from Hamburg
During her time as a founder, Pia Wülfing has always taken a very pragmatic approach and has found that it often takes more time and money than expected. The questionable phrase ‘That's just how it's done!’ has never applied to her. Along the way, she has received ongoing support from a network of contacts in both the medical and startup worlds. The financial support provided by the InnoFounder programme of IFB Innovationsstarter GmbH, which PINK! received back in 2021, was particularly helpful during the DiGA approval application phase. And the future of the company also lies on the Alster and Elbe rivers. It is no coincidence that Sidekick Health lists Hamburg as the address for its German subsidiary alongside its headquarters in Reykjavik.
