Beyond Marketing: How to Create Women's Health Content That Actually Helps

As a woman and healthcare provider with over 20 years of experience supporting women’s health, I’ve seen how organizations often treat digital content solely as a marketing tool, overlooking actual users. This results in overly broad content for "women" that neglects differences in life stages, ages, and backgrounds. They end up missing the context that matters to real women.

Why We Need Better Women's Health Content

According to Healthgrades research, over 50% of women have skipped or delayed preventive care. This matters. Missed routine healthcare contributes to worsening existing conditions and to a lack of preventive screenings. When women skip their screenings, diagnoses, such as breast or cervical cancer, can go overlooked.

Delayed care can trickle down to their family. Women are the driving force behind health care access in most families, so if they aren’t going, their family members often aren’t either.

Moving Beyond Taboos and Building Trust

For too long, many women’s health topics that are central to their well-being were whispered about, treated as taboo in polite conversation. Times have changed, and so should how we talk about women’s health. Open, accurate health content is fundamental to empowering women to make informed choices. It’s outdated to think that sexual health, menopause, and fertility are still too sensitive to discuss. When left undiscussed, women will turn elsewhere, possibly to less reliable sources. Better content means directly tackling these real-life issues.

Hiding or masking reality doesn’t help women understand their bodies or health issues. We’ve all seen the commercials for menstrual products depicting period blood as blue water. I don’t know about you, but that is nothing like the mess of a real menstrual cycle. This false image perpetuates the taboo of talking about something all women go through regularly.

Women know their blood is red. Savvy brands are shifting to reality. Bodyform was the first brand to depict period blood as red in 2017. Kotex followed in 2020. This honesty helps women talk more openly about their health.

For example, during the recent Winter Olympics in Milan, Italy, U.S. figure skater Amber Glenn openly talked about the challenging physical and emotional toll of competing on the global stage while on her period. Competing with cramps and under the scrutiny of the world while wearing small, tight costumes. Most women can relate on some level.

Women's Health Content Must Go Beyond Reproductive Health

Many organizations limit their discussion of women’s health to reproductive health – preventing pregnancy, getting pregnant, and dealing with pregnancy. The recent boom in menopause care is helping to break that down and talk about the later years, during which most women spend one-third of their lives. But there is so much more that covers the complicated creatures that are women.

Women are affected by:

• Cancers

• Heart disease

• Autoimmune diseases

• Osteoporosis

And so much more! When creating content about women’s health, one must also consider how these affect more than just a woman’s health.

In many families, women are primary caregivers to children, spouses, and/or parents. It’s an understatement to say women can’t just step aside from their daily lives to deal with a health condition. That component needs some level of discussion when creating content.

Transforming Marketing Into Real Education

To truly engage women, speak authentically by transforming your content into targeted patient education, not just marketing. Focus on three key steps: address top health concerns and questions directly, ensure easy access to high-quality materials for all, and regularly update your information to keep it relevant. Make your content the reliable resource women turn to before seeking answers elsewhere.

In addition to sharing quality health information, connect with your users authentically. Use social media strategically for health education and timely awareness campaigns, such as reminders on heart health or breast cancer. Prioritize engaging visuals, such as videos and infographics. Partner with patients willing to share their health stories to foster connection and support around challenging topics.

Know Your Audience

Identify your ideal target client for each message, and tailor content to them. Avoid trying to reach everyone with a scattershot approach. Ensure your content reflects the diversity in our world. Begin by considering key life stages:

• Gen Z/Millennials: Topics on sexual health, mental wellness, using digital tools, and on-the-go convenience for their health topics.

• Maternity: Pregnancy, post-partum, breastfeeding, and fertility. Give these evergreen topics an update.

• Older: We’re doing better with menopause coverage that includes bone density and uro-gynecological health. But don’t forget topics on aging, including mental health and end-of-life care.

  
  

Prioritize inclusivity and representation by using respectful language. For example, use "pregnant people" instead of "pregnant women." Ensure your content shows respect for all body types, abilities, and races.

Building a Credible Foundation

Credibility builds trust. Having good health content and using inclusive language are only part of the picture. There is too much readily available misinformation on health topics. Your end users know this and are looking for credibility.

One effective way to build credibility is to have healthcare professionals author your content. Double down by having healthcare providers review your content for medical accuracy and provide commentary on topics. Also, make sure your content cites original sources. Show the research and provide transparency about what is known and what is still being researched.

Women are complex and, most of all, human. So take action. Commit to creating content that acknowledges women’s complexity and needs. Make your organization a trusted leader by offering empathetic, credible, and inclusive health information. Start today by reviewing your content practices. Become a credible leader in transforming and providing better women’s health education for a more informed future.