Women & Wellness – Embracing A New DIY Health Dynamic

The healthcare landscape is rapidly changing. I’ve heard it referred to as the rise of DIY healthcare, and women are leading the charge. It stems from women not feeling heard by their doctors, but that’s not a new phenomenon. What’s new is that women are now challenging their doctors and seeking their own answers.

While that might sound a little scary, who can blame women for taking matters into their own hands when they are:

🚺 7 times more likely to be misdiagnosed?

These common misdiagnoses can largely be attributed to a lack of research on women’s health. Misdiagnoses leave women vulnerable, frustrated and skeptical of the healthcare system.

 🚺 21% of women trust social influencers over their doctors

 🚺 Only 23% of Gen Z are concerned with where they get their health

        information

 🚺 TikTok is now one of the top 10 largest health and beauty retailers in North

        America

Healthcare and health & wellness brands cannot ignore or scoff at the rise of DIY healthcare. It’s time to embrace it, and the principles of marketing with women will help.

🚺 Champion women’s health research to eliminate or drastically reduce

       misdiagnoses by partnering with associations like the Women's Health

       Collective Canada / Association canadienne pour l’équité en santé des

       femmes’s or Society for Women's Health Research (SWHR)

        ✅ Women will care that you care. Women are more likely to do business

              with socially conscious brands

 🚺 Give women a safe place to discuss sexual wellness, perimenopause,

         menopause, and other stigmatized female wellness topics

         ✅ Women want to feel like they’re a part of a community, and they want

              answers – this is an opportunity to fulfill both needs

 🚺 Brands must meet women where they are in their ‘need state’, which is

         critical in a wellness journey, and they need to connect with women

         where they are seeking answers – TikTok, IG, pharmacists (who are

         trusted more than doctors,) etc.

          ✅ Women still feel marginalized by advertising. They need to feel seen

                 (‘that’s me’ principle of marketing with women). And when it comes

                 to healthcare, they need to be believed

The surging DIY healthcare dynamic shouldn’t leave brands feeling uneasy, as they have an opportunity to empower women and become part of the solution to a problem that has plagued women’s health for far too long. Contact us at https://www.herbrandconsulting.com/ to learn more.