The Algerian eHealth start-up Strapplife is accelerating its business from its new base in Marseille

A complete medication reminder kit

Founded in Algiers by Asma Lameche Mendjeli and her husband Nabil, Strapplife allows patients and their carers to easily monitor medical treatments. The Strapplife app and the associated Lifecard and Sticare systems keep people from forgetting or confusing their prescriptions or, even worse, taking incompatible medications. After making its name in Algeria and winning business prizes in France, Strapplife is now being supported by Provence Promotion as it sets up in the Aix-Marseille-Provence metro area. Currently in the acceleration phase, the start-up is targeting the French market from its new base in Marseille, and it also aims to expand into several African and European countries. In the meantime, an innovative smart reminder bracelet is being developed to make the Strapplife solution even more efficient.

Created during the COVID crisis when so many senior citizens had less contact with their caregivers, Strapplife provides essential support for monitoring medical treatments. Beyond reminding people to take their medication, it offers an overview of the patient’s health issues and shared access for caregivers. Thanks to artificial intelligence, the application can also anticipate and prevent adverse interactions between drugs.

Strapplife, an inclusive technological solution

The Strapplife app is accompanied by two other systems to improve patient care. First, the LifeCard provides emergency health information and a QR code to access first aid procedures. Then, the Sticare system uses stickers to help identify boxes of medication. These stickers use geometric shapes that can help people who are visually impaired, hard of hearing, or have little or no literacy skills follow their medical prescriptions correctly.

Strapplife has forged a number of partnerships with pharmacies, laboratories and associations such as the La Canne Blanche organisation for visually impaired people. “This year, in partnership with Biopharm laboratories, the Ministry of Education, and the Algerian national literacy office, we are organising the third edition of ‘CareVan’, a mobile unit intended for blind and illiterate people to give them the means to learn more about health and understand the importance of care and treatment,” says Asma Lameche Mendjeli, who combines her technological and entrepreneurial expertise with a deep commitment to ensuring proper healthcare for all people.

To complete the treatment compliance kit, a connected bracelet is also being developed and should be on the market by the end of 2025.

A start-up born in Algiers and accelerated in Marseille

Asma Lameche Mendjeli, a graduate in economics and finance with a background in marketing and communication, first presented the Strapplife project in 2020 at the ‘She’s IN TECH Challenge’, a marathon innovation event for women in technology in Algiers. Selected as one of the 10 winners, this was a springboard for her entrepreneurial adventure. Along with her husband, an artistic director, they released the first version of their application on Google Play in 2023 and then decided to explore development opportunities in France.

Hosted by the pan-African incubator IncubMe in Algeria, Strapplife fine-tuned its project and benefited from networking opportunities that led it to the Provence Promotion economic development agency.

"We first came to Marseille to scout the market and take part in events such as the Autonomic Méditerranée trade fair. We then met Salima Chelabi at Provence Promotion in 2023, who welcomed us with a briefing on the territory, a presentation of area business accelerators, and visits to different possible premises. Thanks to her dynamic support, we’ve made a lot of contacts,” says Asma Lameche Mendjeli.

Backed by the Fonds Pierre Castel for agricultural and entrepreneurial development in Africa, Strapplife is currently being supported by the Accélérateur M incubator in Marseille and is about to receive a subsidised loan from the Initiative Marseille Métropole program for emerging businesses.

“Our ambition is to develop our app in Marseille for the French market as well as for several African and European countries. We are currently working on version 2.0 as well as designing a new concept linked to well-being in the workplace. In Marseille, we plan to set up a team of around ten people that will include developers and sales staff. The team will provide technical support for users and help develop our entire system, including a connected bracelet with visual, audible, and vibratory alerts.”

In September 2024, Strapplife won an award in the ‘Help for Carers’ category at the 16th edition of the Festival SilverEco silver economy trade show in Cannes. It was a month rich in recognition for the company as Asma Lameche Mendjeli was also given the Medal of Merit at the Semaine de l’Afrique des Solutions event held at the Paris city hall. This distinction honours innovative companies and inspiring personalities devoted to the development and influence of the African continent.