Communications strategies when talking about women’s health

November 2, 2018


Womens Health

In a world where the masculine gender invades almost every aspect of life, there are increasingly feminist traits that support women’s visibility. This occurs not only in the family or professional sphere, but also in health, and in particular in health communication.

In the 21st century there are still taboo concepts that seem to have no place in the media, particularly female sexuality. If for decades there has been normal to comment and debate about a certain blue pill that helps men have normal sexual relations, the truth is that little or nothing is said about this situation in women. We do see advertisements for hygiene products or they ask us what do clouds smell like, but what about intimate relationships? Well, they are almost hidden.

In this scenario of almost prohibition every time there are more actors that really support women, care about their health and above all about their sexuality. Pharmaeutical firms and specialists who know women needs and also bring to light to that satisfactory sexual relations are also part of health.

These organizations advocate giving visibility to a situation that affects millions of women, but society has made us believe that they were problems of little relevance. And the strategy of these companies shows support, innovation and above all the need to make known real pathologies that have nothing to do with shame.

What does this communication strategy need to be effective? Four basic elements:

  • Scientific endorsement: Sexuality must be understood as a health issue, a part of it we should protect. We should go to visit a specialist if needed. For this reason, any study or presentation must have the support of expert health professionals who can contribute with their experience and knowledge.
  • Seriousness: A scientific message is useless if it is offered without rigour. The communication must offer a medical profile, which gives notoriety and provides a real view of the problem. Practical cases and concrete examples help to favour its presence in the media. In addition, scientific studies and consensus documents are key when it comes to offering this level of specialization.
  • Simplicity: We look for the effectiveness of the message. Our responsibility when preparing communication materials must be to apply the contents to our daily life. We can send medical messages, but with a proper vocabulary considering the target, so the repercussions can be clearly understood. The message has to be adapted to the interlocutor, since it is not the same to send it to specialists, pharmacists or final clients. It is also advisable to prepare different materials for each of them.
  • Innovation: this is key for a product to be welcome. Regarding female sexuality, Procare Health took a qualitative leap at this point, developing Libicare, the first treatment for female sexual dysfunctions based on natural, hormone-free compounds. Being the first to develop any type of treatment is key when it comes to showing both the power of the company and its support for research.

What is most important within the field of women’s health, therefore, is being honest, the ability to obtain products adapted to specific needs, and in particular, that solve everyday problems. Not only related to sexuality, but to different aspects that only women suffer.


By Evercom

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