Marcie Cook Named as President to Lead Next Phase of Viya Health Growth
HealthX Partners (HXP) is pleased to announce its newest addition, Viya Health, a social business transforming women’s healthcare. Viya Health joins PSI and EGPAF, the initial founding organizations of HXP, as the group expands its offering in the global health marketplace at a time of deep disruption caused by US Government moves.
As part of this change, the board of Viya Health has announced that Marcie Cook, who led the development of Viya Health from its inception, has been named President. Cook’s leadership has been instrumental in shaping Viya Health’s vision, evolution, and impact, and in this new role, she will drive the company’s continued innovation and expansion.
As a founding force behind Viya Health, Cook has played a critical role in guiding the company’s transformation from a product seller to a digital health platform, leveraging AI and data-driven insights to provide women with personalized, accessible healthcare solutions. Incubated within Population Services International (PSI), Viya Health’s revenue doubled under Marcie’s early leadership. Now, as Viya President, she will continue to drive growth, category and product expansion, and partnerships, ensuring Viya Health continues to lead a revolution in Women’s Health.
“Marcie Cook has been the driving force behind Viya Health since day one,” said HealthX Partners CEO Karl Hofmann. “Her leadership, vision, and deep understanding of women’s health have been fundamental to our success. As Viya President, she will continue to shape the future of our company and advance our mission to uplift women through technology.”
Cook brings 25+ years of experience in healthcare, technology, and innovation across Asia, Africa and Latin America. “As a woman and a leader, I am very excited about what we have been able to build within PSI, and as Viya Health becomes an independent part of the HealthX partners group, I am honored to step into the role of President for this next phase of Viya’s journey,” said Cook. “As a social business already at scale, reaching tens of millions of women daily through social media, on shelves with our range of products and through our partnerships our business is challenging norms related to women’s health and what that journey can be like. Our vision is to make the sexual health journey fun, supportive and less confusing. I’m excited to continue leading our team in developing smarter and more accessible solutions that put women in control of their health.”
Viya Health is a social business, developed and grown within PSI, that is blazing a radical new approach to healthcare. Using a consumer-centric, tech-enabled platform as well as a flexible finance model, it exists to support women to make and own their health choices through a continuum of access to high-quality affordable sexual health products, tools and services in a supportive ecosystem and as part of a virtual community.
Using tech as well as its own lifestyle brand platform, VIYA, to gain real-time consumer data and insights, Viya Health designs and delivers sexual health products and services with women and for women in ways that meet their needs throughout their lifecycle. Operating as a globally-led, locally-operated network of social business enterprises across 26 markets, Viya Health’s purpose-driven, profit-positive approach is a progressive way of achieving impact at scale.
At its heart, Viya Health believes that when women thrive, the world thrives. By supporting women to become self-reliant in their health choices, this social business is helping them to realize their potential and contribute fully towards a better, more resilient world.
“As we enter an exciting new phase at Viya Health, we couldn’t be more excited to have Marcie Cook at the helm. Her proven track record building Viya Health during her tenure at PSI and her dedication to advancing women’s healthcare will be instrumental in shaping the future of our company. We look forward to her strategic vision as we continue to revolutionize how women’s healthcare is delivered.” said Viya Health chairman Mike Joubert.
HealthX Partners is a nonprofit organization established to advance global health outcomes and promote health equity. Launched in January 2025, it serves as a parent company to its founding subsidiaries, Population Services International (PSI) and the Elizabeth Glaser Pediatric AIDS Foundation (EGPAF), now Viya Health. HealthX Partners aims to harness collective expertise to innovate in global health, respond to the sector’s evolving needs, and emphasize integrated healthcare services, systems strengthening, sustainability, and local leadership.
Media Contact:
Nadia Afrin, Director of Communications, PSI
nafrin@psi.org
