Imagine being told you have a ‘depressed vagina’, an ‘incompetent cervix’, or you’re an ‘elderly primigravida’?
50% of women surveyed for a 2024 OnePoll survey have experienced this kind of language from healthcare professionals.
Confusing and alienating jargon has consequences – leaving patients too intimidated or worried to ask questions. This shuts women and people assigned female at birth (AFAB) out of a conversation about their own bodies.
This is where health brands can step up by providing accurate information using accessible language.
Women want to understand their bodies
Women are hungry for information about conditions they have or think they have.
OnePoll’s survey showed that 62% of women do research before seeking medical advice, with 85% turning to the internet first – no surprise there. And among black and black British women, the numbers are higher with 73% doing personal research.
However, trust in the accuracy of content is consistently low, with just 22% believing mainstream media is mostly or completely accurate, and 19% saying the same about health and well-being social accounts.
The solution to building trust? Well accuracy, certainly, but also empathy. By acknowledging and understand the feelings of the women you serve, you can build lasting relationships based on trust and clear communication.
Understanding your audience
The key to using empathy in healthcare communication and marketing is knowing your audience.
What are their unique needs, and concerns, how do they prefer to receive information, and what language do they use to describe their condition?
Women and AFAB people want clear, expert-led communication that’s also kind and avoids stereotypes.
That’s why Jo’s Cervical Cancer Trust advises primary and secondary care professionals to use ‘cervical cell changes’ instead of ‘pre-cancerous or abnormal cells’. Because who wants to be labelled abnormal?
Likewise, for many women a smear test is not ‘quick and easy’ so don’t communicate that it is. Rather ask patients if they have any worries or concerns, says the charity (which sadly closed in May 2024).
The empathy toolkit: crafting your message
So, how do you use empathy to craft powerful marketing messages? Here are some tips:
- Ditch jargon: Use the vocabulary of your audience. Complicated medical terms leave women lost and frustrated. Opt for clear, relatable language, even when involving experts.
- Acknowledge experience: Let women know you understand. Show you see what they’re going through and validate their feelings. Remember, 84% of women surveyed by the Women’s Health Strategy ‘Let’s talk about it’ survey reported feeling unheard by healthcare professionals.
- Be inclusive: One size doesn’t fit all. Use language that celebrates diversity and avoids judgement.
- Focus on the patient, not you: Be the story maker, creating better health outcomes and well-being moments for the people you serve.
Women and AFAB people want clear, expert-led communication that is kind and avoids stereotypes
Empathy in action: femtech leading the way
Many femtech brands successfully use empathy in their marketing.
Thinx, a period underwear company, uses inclusive language and imagery to normalise menstruation and make everyone feel confident during their periods.
Elvie offers supportive content to address the realities of breastfeeding such as how to clear a blocked milk duct and why breast milk is different colours.
Clue, a period-tracking app, acknowledges menstruation’s emotional ups and downs, offering a supportive space for users with its large encyclopedia of content written in everyday language.
What makes these examples successful? They connect with women at their level. By validating their experiences and offering solutions to real-world challenges, these brands build trust and loyalty.
The takeaway: empathy is key
Empathetic language isn’t just a feel-good tactic; it’s about building a better future for women’s health communication.
By understanding your audience, using clear and inclusive language, and validating women’s experiences and emotions, you can create marketing messages that resonate and drive results.
Ready to make a difference?
Start listening to the women and AFAB people in your audience.
Conduct research, understand their needs, and craft messages that speak directly to their experiences. Don’t be afraid to break free from outdated language and stereotypes.
The time for change is now. Women deserve healthcare communication that is accessible, empathetic, and effective. Will you be a part of the solution?