Changing the Conversation on Women’s Health
in a Digital World

Convenient. Personalized. Compassionate. Three must-haves for today’s healthcare consumer. We want our care available whenever and wherever we need it, and at the same time we want to be heard, understood, and taken seriously. This isn’t new news though — many health and wellness resources pop up every day, most of which are placed in the palms of our hands or conveniently accessible online. As a whole, this movement is transforming the way we find, engage, and talk about healthcare and engage with healthcare digital marketing. And women’s health is no exception.

The Changing Women’s Health Conversation

But, here’s the thing, “Women’s health has always felt a bit like a dirty little secret — something that you don’t talk about, and if you do it’s often dismissed and not taken seriously — either by family, a healthcare professional, or even other women. Working in the healthcare space, I’ve heard countless stories from women with conditions varying from spinal disorders and weight issues to complex gynecological conditions. Michelle York, Director, Account Services at Trajectory notes “statistically, it takes women with a condition such as endometriosis an average of seven to eight years to be diagnosed, all the while living with excruciating pain they are forced to ‘deal with’ — and this is just one condition.” Fortunately, the conversation around women’s health is changing — online and offline — and for good reason.

Gisela Borrageiros, Account Executive at Trajectory, says that the most impactful conversations about women’s health — and the most effective healthcare digital marketing resources in this space — ask women to ask questions about the things we’ve done or dealt with in the same way for decades. They ask women to think about the products they’ve always used and the healthcare marketing resources they’ve always turned to. Ask women to track their cycles to better understand — and take control of — their menstrual health. Ask about menopause in a way that helps us make connections with the changes our bodies are going through and help us keep thriving for the rest of our lives. These questions are inevitably yielding answers that are changing the conversation from what was once a “dirty little secret” to what is now a space of community and growth. Just look at CB Insight’s Women’s Health Market Map for an idea of the brands carving out new spots in the space.

Game-Changing Women’s Health Innovations

As this market gears up to see an unprecedented wave of growth and an estimated worth of over $50B by 2025 globally (CB Insights) — we reveal the top five game-changing innovations that are empowering women of all ages to ask questions and gain greater control of their day-to-day health:

1. Time to personalize that time of the month.
LOLA, which has been called “the first lifelong brand for women,” is a one-time or subscription-based service that delivers customized period care and feminine hygiene products directly to the doorsteps of women of all ages.

With a focus on transparency around the materials they use in their products — such as 100% organic cotton tampons made by women for women — LOLA “provides you with the candid information you need to make deliberate decisions about your reproductive care.” Besides cotton tampons, LOLA’s line of products also includes wellness products for cramps and a First Period Kit targeted at younger women. “We know what it’s like to enter a new phase of life (Periods! Sex! Babies!) and how hard it is to find credible content and products we trust along the way. So, we’re building LOLA to make life a little easier — for all of us.” Jordana and Alex, Co-Founders of LOLA, said.

2. Oh, Baby! How many ways can we help mamas-to-be?
Willow, brand-new cordless, smart wearable breast pumps are integrated with a mobile app, that’s allowing new moms to have more freedom and continue to live their lives without restriction.

“Women have been sidelined for way too long due to natural, bodily functions — but now, with Willow, new moms don’t have to worry about connecting to a power source to pump… They don’t have to worry about limits.” Samantha Banner, a Content Strategist/Copywriter at Trajectory, stated. As the first-ever, in-bra wearable breast pump, Willow goes where moms go — tracking milk volume, pump time and past sessions while offering tips to keep you pumping smoothly the entire time.

3. Women’s health will never be clueless.
Germany-based Clue, a menstrual tracking app, has been called the encyclopedia for women’s health. Not only does it allow women to track their period, but it also allows women to monitor pain, mood, and sexual activity — educating them every step of the way.

Ida Tin, Founder of Clue, explains that “One of the things we have working for us is this monthly reminder from biology, and one of the things that’s really exciting about female biology is we never really figure it out. From a woman having her first period to having her last, there are all these events happening through life. From not wanting to be pregnant to wanting to be, to going through pregnancy, birth, breastfeeding… There’s always something we want to understand and questions we have.

Clue, along with a variety of other menstrual tracking apps, are a more personalized version of sex ed.

4. MenoPAUSE the confusion, start the educated answers.
Perimenopause (transition period), menopause, and post-menopause (a more symptom-prone state) can be a complicated time in any woman’s life. We never really learn how to navigate it, besides a few pointers from our OB/GYN and, of course, those tips and tricks from our mothers and their mothers. This stage of life is primarily marked by the ovaries not releasing eggs anymore, but between hormone levels dropping and physical symptoms like hot flashes and frequent urination rising — it’s no question every menopausal woman has questions. This segment of women’s health is a vast space, and we’re starting to see new ways to support women outside of their OB/GYN’s office. The MenoPro app connects women to their clinicians — anywhere and anytime — and helps personalize treatment decisions by their personal preferences, provide education to combat concerns, while simultaneously supporting other areas of a woman’s life that change during menopause.

The app has two versions, one physician-facing, the other woman/patient-facing, and also offers unique features including the ability to calculate the 10-year risk of heart disease and stroke, as well as tools to assess the risk of breast cancer and osteoporosis — conditions menopausal and post-menopausal women are at a higher risk of developing.

5. Be where I am, when I need you.
It’s a strong-willed statement women are making everywhere while they seek out healthcare marketing resources that can make it happen. As a response to this need, we’re seeing a variety of new virtual and brick-and-mortar health clinics emerging in cities everywhere. Maven, a new digital health clinic, works with individuals, employers, and health plans to bring women’s health services to a broader audience. With a telemedicine program presenting new ways for women to approach healthcare with added accessibility and convenience, virtual video chat appointments to connect with practitioners anytime and anywhere, and even a dedicated (human!) concierge — Maven encourages more women to seek out more healthcare services in a way that works best for them.

While Tia, a different women’s health advisor app, is bolstering its presence in the women’s health sector to create its very own Tia Clinic in NYC, that will serve as “a one-stop-shop for all things female health,” covering gynecology, primary care, and wellness services. Marrying their mobile app with a new location will help offer women a “holistic level of care that ties in wellness benefits with healthcare.”

With products and services like these popping up everywhere you turn, both women and healthcare marketers can count on continued interest and digital advancements in women’s health. So, what’s next? It’s time for marketers and fem-tech leaders alike to get ahead of the movement instead of playing catch up. Go bold when it comes to resources for digital women’s health — it’ll benefit your brand, our culture, and every woman’s health as we know it. Having the ability to work alongside clients to move these things forward is why we love what we do at Trajectory. Reach out to our healthcare marketing agency for a conversation.

Erin Schroeter

Erin Schroeter is a Content Strategist/Copywriter at Trajectory. With a passion for all things social/digital, Erin puts big ideas into little sentences and uses her words to connect people to one another. As a Boston University alumni who has worked in Advertising all around the world (most recently London), she's written for various music publications, managed social media programs and collaborated on creative strategies. When she isn't totally engulfed in creative brainstorms, Erin practices yoga and paints.