Why Women’s Health Has Become a Priority for Brands

Women's health encompasses a wide range of topics, from menstruation and pregnancy to menopause and beyond. Recently, there has been an increase in campaigns, commercials, and marketing initiatives focused on women's health. As women advocate for their healthcare needs, best practices for healthcare marketers are evolving. This article explores why women's health is now a priority for brands and highlights strategies for reaching and addressing women's health needs in a post-pandemic world.

The Power of Women’s Health Grows

The COVID-19 pandemic highlighted significant health disparities and the lack of systemic support for women, emphasizing the need for targeted health initiatives. The gender pay gap persists, and women continue to juggle careers, families, relationships, and self-care. Despite these challenges, women are increasingly stepping into leadership roles and becoming wealthier, making them a key demographic for brands to engage with.

Breaking Down Stigmas

Authentic communication about uncomfortable health topics, such as stress, menstruation, and constipation, is crucial for reaching women. For example, Bayer's campaign for its laxative MiraLAX featured Ilana Glazer and Abbi Jacobson discussing constipation humorously, effectively addressing a typically taboo subject. Marketers are encouraged to normalize discussions around all health issues to foster open dialogue and understanding.

Addressing Health Gaps

The medical system's limited understanding of women's health issues, partly due to historical exclusion from clinical trials, has created significant gaps. Marketers can play a role in bridging these gaps by promoting inclusive health education and advocating for comprehensive research on women's health.

Engaging Younger Generations

Healthcare marketers must understand and engage with the diverse and technologically savvy Gen Z and future Gen Alpha consumers. These generations demand equitable and innovative approaches to healthcare, and their preferences will shape future marketing strategies.

Investing in Equity

Men must also pay attention to the evolving landscape of women’s health, as investing in equity benefits everyone. Brands that prioritize women's health and equity will not only improve individual well-being but also contribute to a healthier, more inclusive society.

Case Study: Wisp's "We Heart Healthy Vaginas" Campaign

Wisp, a telehealth company specializing in women's and sexual health, launched the "We Heart Healthy Vaginas" out-of-home (OOH) campaign in New York City to challenge medical marketing censorship. The campaign aims to destigmatize conversations around women's sexual health and normalize terms like "vagina" and "pleasure."

Marketing Strategy

The campaign originated from a previous Wisp ad in Times Square that was removed due to featuring the word "vagina." Learning from this experience, Wisp aimed to reignite the conversation about vaginal health through bold and unapologetic advertising. The campaign also runs on social media platforms like Meta, Instagram, and TikTok, and includes an influencer component.

Addressing Censorship and Double Standards

Wisp’s campaign confronts the double standards in advertising for women’s sexual products compared to men’s. While men's erectile dysfunction products are freely marketed, women's sexual health products often face censorship. Wisp's campaign challenges these disparities by promoting open dialogue about women's health issues.

Impact and Controversy

Despite anticipating some controversy and potential censorship, Wisp hopes the campaign will spark necessary conversations about women's health. By normalizing terms like "vagina," the campaign aims to destigmatize women's sexual health and bring attention to these critical issues.

Make Women's Health a Priority

Wisp's "We Heart Healthy Vaginas" campaign exemplifies how brands can effectively address women's health by embracing inclusivity, challenging stigmas, and advocating for equity. As more brands prioritize women's health, they not only meet the needs of this vital demographic but also contribute to a more inclusive and equitable society.