Sector > Pharma

WOMEN’S HEALTH MARKETING AGENCY

Helping you educate and advocate for women’s health

How your brand can lead the conversation in women’s health

As you create better outcomes in women’s health, we create inspiring campaigns. We know that to stand out in the evolving landscape of women’s health, you must connect authentically with your audience.

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Why is women’s healthcare marketing a more complex landscape?

There’s a shift happening in women’s health right now. Healthcare and pharmaceutical companies are increasingly realising that women’s health isn’t defined by just their reproduction.

Instead, they are beginning to consider all health conditions that affect women, whether that be disproportionately, or differently throughout history.

Although women’s health still faces significant gaps, this now-broader focus gives brands like yours an opportunity to be part of shaping a more equitable future and really change things.

However, to get your voice heard, you must know how to communicate through your marketing.

At Create Health, we partner with brands just like yours to create inspiring campaigns, empowering you to lead the conversation in women’s health.

To connect with your audience, you must understand them first

For too long, healthcare has taken a narrow view of women. Excluding them from pharmaceutical studies, turning them away from doctors’ offices, and leaving many feeling unheard in conversations about their own health. As the professionals in women’s health, it’s crucial that your marketing speaks directly to these unmet needs. That it shows genuine understanding. So before we create any campaign for our clients, we start by uncovering a unique strategic insight that truly resonates with women’s real experiences and challenges.

The next challenge is understanding where the land lies with different HCP groups – how much understanding and experience do they have in this issue? How nuanced is that understanding? And how can we involve and educate them, without them feeling chastised for what they didn’t know? For example, in this campaign we created for Vagisil Prohydrate, we knew that 12 million women are suffering in silence because they struggle to talk about vaginal dryness. It was time to change that.

So, to encourage hands-on product play, we sent HCPs a water-reactive demo card with messaging that was only revealed once they applied the lubricant to it. We also provided them with a conversation guide to help break stigma and spark genuine conversation. Only with a true insight, were we able to create a successful campaign.

Talk to us about your challenge

The right approach to women’s health marketing

Not just in marketing women’s health, but marketing in general is evolving so fast. Brands must think far beyond product. Every communication needs to inspire, educate and include their audience at a fundamental level. Here’s a preview of our approach to women’s health brand strategy:

Educate
Just as more women are looking for health information online, they’re also becoming sceptical of what they find. And when it comes to women’s health, sadly HCPs often have a long way to go in full understanding, too. We have a wealth of experience creating educational content for patients and HCPs alike that makes complex health topics digestible, breaks taboos with sensitivity, and furthers the conversations we need to be having.

Inspire
Women are misunderstood, turned away and overlooked time and time again. It’s why it’s so important your brand doesn’t just present features and statistics. You must build a sense of hope and trust, and you do this by telling stories that women really relate to.

Include
Inclusivity is about knowing the diverse range of womens’ experiences and ensuring everyone feels seen and heard. Not only tailoring your communications to the nuanced life experiences that many women have, but also making sure you are considering various social identities, such as class, race, gender identity and sexuality.

Our marketing services for women’s health brands

Brand identity and positioning

Developing inspiring brand identities (design principles, tone of voice) for fertility clinics, menopause support products, FemTech brands or any pharma products that have strong data for treating women.

Internal and external communications

Crafting compelling narratives for patient education materials, healthcare professional (B2B) engagement and educational tools, and digital campaigns that speak to your patient and HCP audience.

Strategic consultancy

Market analysis, go-to-market strategies for new products addressing women’s health or indication launches, understanding the patient and healthcare professional current mind state

Marketing management

Executing campaigns and omnichannel content across social media, email and more for awareness, lead generation, and patient support programs across various women’s health conditions.

Talk to us about what your brand needs

Three tips around language in women’s healthcare marketing

Speak with clarity

Inclusivity and accessibility is so important when it comes to speaking to any audience. Keep your sentences short, and your language clear.

Speak in first-person

Telling your patient stories using first person language will help you to talk about sensitive topics and encourage an ongoing conversation around women’s health.

Speak with adaptability

It’s essential that you keep up with the way language is evolving, whether that’s inclusive terminology or shifts from traditional to cultural references.

Why are we the partner for women’s health marketing?

Work with an agency that knows your field. An agency knows women’s health must go beyond traditional marketing. An agency that represents everything you stand for in health equity, and ethically in the workplace.

We are Create Health. We not only understand strict regulatory and compliance guidelines, but we are the award-winners in telling stories that truly matter.

Tell us about your marketing challenges

Together, we’ll shape the future of women’s health communications

If you have big ambitions in women’s health, it’s time to partner with an agency that knows how
to get your name out there. Get in touch to discuss working together.

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See some more of our work

Take a closer look at our thought pieces to see exactly how we help clients reach more patients, or explore our methodology to understand the vision that sets us apart from agencies you’ve worked with before.

Brand Identity

Campaign Execution

Healthcare Communications

Healthcare Marketing Consultancy

FAQs

How does Create Health ensure marketing messages are sensitive and inclusive for diverse female audiences?

As a business that’s predominantly women, we understand the vital importance of speaking and acting in a way that’s inclusive and empathetic. We also understand the need for women’s health communications to balance sensitivity with breaking stigma – for too long, marketing for women’s health has tip-toed around certain words and subjects, inadvertently perpetuated the taboo or shame that surrounds health issues that affect women. Leading social media platforms even shadow ban medical terms like vulva – we want to be part of fighting that injustice.

What experience do you have in marketing to Healthcare Professionals specifically within women’s health (e.g. gynaecologists, obstetrics, midwives)?

Plenty! We are well versed in B2B women’s health marketing, and the kinds of tone and language best used to communicate to each audience across multiple medias and channels.

Can you help us launch a new women’s health product in a competitive market?

In a word: yes. If you’re looking for a Femtech marketing agency to help you forge a differentiated women’s health brand strategy, craft a stand-out identity, and create compelling communications to excite the market, you’re looking in the right place. We understand the flexibility and the extensive preparation needed for launches, and can be beside you every step of the way.

Our brand needs to communicate complex medical information to patients – how can you help simplify this effectively and ethically?

This is the kind of challenge our copywriting team love. With a background combining extensive healthcare expertise with wider advertising agency experience outside of health, they occupy the sweet spot of being able to understand and digest your complex scientific information, and translating it into patient marketing communications that are both engaging and compliant.

How do you measure the success of marketing campaigns in the women’s healthcare sector?

Success is a subjective term – but what success means to you as a client is the most important definition. During our initial ‘unravel’ stage, we work with women’s health marketers to define exactly what success would look like for each project. Then we define our strategy and communications around achieving those specific outcomes.

We operate in a niche area of women’s health. How do you approach highly specialised topics?

As a women’s healthcare marketing agency, we understand how nuanced, vast, and often niche this area can be. Our experience spans diseases that exclusively affect women, and conditions that affect everyone but traditionally have underserved women and require a unique approach to diagnosis and treatment. We start by looking closely at the science, the data, and the landscape you’re in: listening, researching, reading, and generally immersing ourselves in the HCP and patient experience.

What’s the typical process for starting a project with Create Health?

We don’t like the word typical – we shape our processes and output based on what you need. However, as a general rule of thumb, we kick off with a deep dive stage that we call ‘Unravel’. This usually involves running a workshop with you to uncover all we can about your brand, your specific area of the marketplace, your drug or device, the doctors and patients you’re communicating with, and of course your ultimate goals.