Reshaping Women's Health Comm: Unlocking the Power of Data & Culture

Authored by Ruchika Vyas, EVP, Weber Shandwick

Healthcare is not just a basic human right, it's also a determinant of the quality of life and productivity of a society. While both genders grapple with access to healthcare, women face unique and multiple barriers that are deeply rooted in cultural norms and societal biases. 

While it is encouraging to see whispers progressing to open conversations around topics like reproductive rights, maternal health, mental well-being & menopause, we still need a more aggressive and proactive approach to improve women’s healthcare delivery. With a commitment to inclusivity, the healthcare communications sector is embracing this transformative moment, sparking engagement that drives impact.

However, despite so many conversations, there exists a gap in understanding and communicating about women's health, leading to inadequate support and information for women. Conversations surrounding this topic have often been shrouded in silence and stigma, making it difficult for women to seek the support and guidance they require. By embracing a comprehensive approach to well-being, we can revolutionize how women's healthcare communications is perceived and foster change. We need to crack the code on understanding and decoding demographic-specific data to be able to land the impact, we all desire.    

One of the significant challenges in women's health communication is the lack of knowledge and awareness about specific health conditions that affect women. 

The Weber Shandwick Collective research shows that women are not aware of the most prevalent and threatening diseases, nor are they communicated about specifically with women in mind. Social media data analysed over the period January 2021 – January 2023 shows:

• Despite evidence that women are at a higher risk of serious diabetes complications and 

death than men, only 3% of the total diabetes conversation is female-focused.

• Despite a four-fold increase in the development of autoimmune conditions in women, there is less than 12% of online content specific to RA in women.
• Diagnosis and treatment of coronary heart disease costing women’s lives, findings show that less than 6% of discussions around this. 

Despite the rapid growth of healthcare data, persistent data gaps hinder progress in various aspects of women's health, including defining health issues, diagnosing conditions, and tracking trends at national and global levels. These disparities impact the outcomes by creating blind spots in research design for healthcare communications.

To transform women's health communication, leveraging the power of data is crucial. By utilizing data intelligence, the industry can gain valuable insights into women's unique health needs, concerns, and preferences. This data-driven approach allows for the identification of gaps in current communication strategies and the development of targeted initiatives tailored to address specific women's health needs.

For example, data analysis may uncover higher incidences of certain health conditions among specific demographics. Armed with this knowledge, tailored campaigns can be designed to promote early detection, prevention, and proactive healthcare measures. This not only revolutionizes brand communications within the healthcare sector but also translates into a larger impact on society and further brand advocacy. Furthermore, the power of data extends beyond understanding health trends. It can also help in evaluating the impact of communication interventions and identifying gaps in knowledge.

The cultural context plays a significant role in women's health communications. Cultural beliefs and practices shape women's behaviours and decisions related to their health. When designing health communication strategies, it is crucial to consider and respect diverse cultural perspectives. By incorporating cultural sensitivity, communication initiatives can effectively reach and engage women from various backgrounds, ensuring that health messages are relatable and meaningful to them.

In today's evolving healthcare industry, data-driven strategies are no longer optional but essential. Healthcare PR professionals must embrace data to gain insights, refine messaging, and engage stakeholders effectively. The Weber Shandwick Collective recognized this need for change in the field of women's health communication and took the lead. By bringing together agency experts covering various disciplines and leveraging data intelligence, we aimed to redefine women's health communication holistically. TWSC: Women’s Health team convenes a passionate group of agency health experts and covers every angle of policy and advocacy, health communications, corporate communications, and design experience. By incorporating cultural insights into the initiatives, women from diverse backgrounds could relate to and engage with the health messages effectively.

TWSC: Women's Health has unveiled its first insight product- The Women's Health Indicator. This innovative tool, crafted by data analysts and behaviour experts, leverages extensive data from society, media, and policy to identify crucial gaps in women's health. By positioning women's health at the forefront, TWSC: Women's Health aims to drive transformative change by offering optimal solutions to clients.

In conclusion, women's health communication requires a revolutionary approach that considers the specific needs, preferences, and cultural nuances of women. The Weber Shandwick Collective's initiative demonstrates the power of data intelligence and cultural sensitivity in reshaping women's health communication. Cultural sensitization plays a crucial role in making uncomfortable topics more acceptable and approachable, rather than uncomfortable. By acknowledging and respecting diverse cultural backgrounds, beliefs, and traditions, healthcare communications can create a safe and inclusive space for discussions on sensitive issues related to women's health. It is through collaborative efforts and a commitment to change that we can unlock the full potential of data and culture in shaping a healthier future for women worldwide.