Trust is healthcare’s new brand currency—and women aren’t waiting.
For years, healthcare marketing spoke to women instead of with them. That doesn’t fly anymore.
Women drive nearly 80% of healthcare decisions in the U.S.,[1] and they’re turning to digital platforms—social channels, peer communities, podcasts—not just for answers, but for empowerment. And what do they often find? A disconnect between medical information and real-life experience.
The old playbook is outdated. Today’s female health consumers expect more.
From awareness to agency
From menopause to mental health, fertility to cardiovascular care, women are no longer passive recipients of information. They’re reshaping narratives about their bodies and demanding better from the brands that claim to serve them.
The FDA’s recent removal of the black box warning from hormone replacement therapy (HRT) wasn’t just a clinical milestone.[2] It was a cultural moment—one that underscored how deeply disconnected many women feel from the way healthcare information is delivered. The takeaway is bigger than HRT: Women want nuanced, honest and empathetic content that reflects the complexity of their lives.
Healthcare brands that want to stay relevant must evolve from awareness-building to empowering.
Content strategy is care strategy
Healthcare marketers have a new imperative: Content as care. Your content should help women make informed decisions, not just recognize symptoms.
Here’s how to fix the trust gap:
1. Listen before you speak
Women’s health conversations are happening in real time—on Reddit, TikTok, Facebook groups and patient forums. Social listening can reveal the gaps between medical guidance and lived experience.
2. Provide tools, not just education
Empower decision-making with content that offers choice frameworks, doctor discussion guides and real-world comparisons over feature lists.
3. Show the whole picture
Content that acknowledges both benefits and risks wins far more trust than one-note promotion. Don’t fear complexity—respect your audience enough to reflect it.
4. Elevate clinical voices—authentically
Partner with women’s health experts, but ensure they communicate with empathy, not jargon. Balance expertise with emotional intelligence.
The menopause moment: A content wake-up call
Take menopause as a case study. Despite being a universal life stage, it’s still largely absent from brand narratives. The recent FDA ruling created an opening—and most brands missed it.
The HRT black box reversal represents a $600 billion market shift.[3] But content hasn’t kept up. Women still struggle to find resources that speak to the full range of their experiences: perimenopause in their 30s, sexual health in their 50s, cognitive changes and cardiovascular risks in their 60s and beyond.
The brands that will lead this space are already doing three things:
- Talking about menopause openly and inclusively
- Creating educational ecosystems instead of isolated blog posts
- Making space for emotion and nuance in addition to information
Ask yourself:
- Does your content speak to women or with them?
- Does it inform—or empower?
- Does it honor complexity—or gloss over it?
- Does it build trust—or chase transactions?
The takeaway
The empowered woman as a healthcare consumer is here. And that’s a good thing.
For healthcare brands willing to listen, learn and evolve, this is an incredible opportunity. Smart, empathetic content is how you earn trust, build loyalty and lead the next era of women’s health.
Sources:
[1] Widely cited industry estimate. Example source: Oliver Wyman — “Women in Healthcare: 80% of Buying and Usage Decisions.”
https://www.oliverwyman.com/our-expertise/perspectives/health/2019/jan/women-in-healthcare-make-80–of-purchasing-decisions–yet-13–of.html
[2] U.S. Food and Drug Administration — Menopausal Hormone Therapy Labeling & Safety Updates
https://www.fda.gov/drugs/drug-safety-and-availability
[3] Forbes — “The $600 Billion Menopause Market Is Heating Up”
https://www.forbes.com/sites/afdhelaziz/2023/10/17/the-600-billion-menopause-market-is-heating-up
