The Influence of Brands in Empowering Women's Health Discourse

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Earlier this month was World Health Day, a special day dedicated to promoting better health for all people.

I had previously written about the gender health gap 18 months ago. At that time, the UK was noted to have the largest female health gap among all G20 countries. I thought it was a good opportunity to review the progress and see how marketing is contributing to enhancing women's health outcomes.

Findings from a study by Health On Her Terms confirmed some of my worries about the representation of women in media and advertising. While there has been progress in this area, health communications are still lagging behind.

It is important to understand why this issue matters. The healthcare system in the UK, like in many other countries, was originally designed around the needs of men. This has resulted in women's unique health and healthcare needs being overlooked. Despite women making 33% more visits to doctors than men, only 4% of medical research is focused on women, with half of that research centered on oncology. In other words, just 2% of non-cancer medical research is dedicated to women's health.

One positive indication of progress is a Deloitte report that shows the Femtech market, which focuses on innovation, investment, and promoting conversations about women's health, was valued at $40.2bn (£32.3) in 2020. This figure is expected to nearly double to $75bn (£60.2bn) by next year. It seems that society is recognizing the potential for both social impact and financial gain in women's health. According to a report from the World Economic Forum, this represents a $1trn per year opportunity.

On the other hand, it is disheartening to note that despite 7 April being a global day dedicated to achieving a more equitable health world for all, there was minimal discussion about the significant disparities in health outcomes and healthcare access between men and women.

I believe there is a great opportunity for brands to fill the gaps left by governments, health organizations, and healthcare providers.

It is important to recognize that economic status plays a significant role in health inequality. However, we must also address the unique challenges faced by women, as well as the compounded effects of intersectionality on certain groups of women. It is worth noting that I came across an article in the Times of India that utilized World Health Day as a platform to raise awareness and start a conversation about the gender health gap.

Where were the female-focused brand voices on World Health Day? This could have been a powerful moment for brands to support women's health by raising awareness, reducing stigma, and promoting access to care. It seemed like a missed opportunity, especially considering the lack of awareness about the UK's gender health gap. Research shows that three-quarters of women in the UK do not believe this gap exists, despite evidence showing that women have poorer health outcomes compared to men. Britain's gender health gap is the 12th worst in the world, a compelling statistic for brands to support women's health initiatives.

Driving change

Marketing plays a crucial role in driving behavioral or cultural change by understanding consumers' needs. With many causes of the gender health gap stemming from gender bias, it raises the question of whether healthcare stakeholders are utilizing marketing effectively to enhance women's healthcare outcomes in the UK.

I believe there is a great opportunity for brands to fill the gap left by governments, health organizations, and healthcare providers. Social listening has shown that women are sharing information about female-specific health issues like pregnancy loss, miscarriage, menopause, chronic pain, and mental health online due to a lack of official resources. Brands can play a crucial role in supporting these communities. Kudos to Nurofen for their impactful 'See My Pain' campaign.

Marketing has incredible power, but it must be used responsibly. Brands need to ensure that they are authentic and avoid anything that seems exploitative. The line between meeting needs and creating needs becomes even more delicate when the audience is vulnerable, such as when women feel ignored and their health concerns are dismissed. (For instance, a report from the Fawcett Society shows that almost two-thirds of British women feel like their health issues are not taken seriously.)

New research from NielsenIQ based on neuroscience shows that women respond well to brand messages that acknowledge their research efforts and validate their decisions. While it is important to recognize the positive impact of brands validating consumers' experiences, there is also a risk of less scrupulous brands capitalizing on women's health concerns for their own gain. This could involve exaggerating these worries to carve out a niche and increase brand influence.

Headlines were recently shaped by a dynamic that accused companies of marketing ineffective health products to women through feminist wellbeing messages. The report's authors criticized the use of appealing but misguided 'fempowerment' marketing tactics.

Similarly, a report from Australian menopause and women’s health experts last autumn highlighted the existence of strong commercial incentives to exaggerate the challenges of menopause for women. This often leads women to buy products that make false claims about alleviating menopausal symptoms.

There are some important things to keep in mind, but there are also some really exciting opportunities to take advantage of. Brands play a crucial role in changing the way we talk about women's health. By breaking down barriers, challenging traditional views, removing the stigma around certain topics, and providing helpful advice on symptoms, brands can build trust and stronger connections with their customers. This can also contribute to improving women's health outcomes over time.

Editor's P/S:

The article highlights the stark gender health gap, particularly in the UK, and emphasizes the need for brands to play a more active role in addressing this issue. Despite the global recognition of World Health Day, there was a noticeable lack of attention paid to the disparities in health outcomes between men and women. This missed opportunity underscores the urgent need for brands to utilize their marketing platforms to raise awareness, reduce stigma, and promote access to healthcare for women.

While the Femtech market is showing promising growth, there are concerns about the potential for exploitation and the exaggeration of women's health concerns for commercial gain. Brands must tread carefully and ensure that their marketing efforts are authentic, responsible, and focused on meeting the genuine needs of women. By acknowledging women's experiences, validating their decisions, and providing accurate information, brands can build trust and foster stronger connections with their customers while positively impacting women's health outcomes.