How healthcare brands can deliver meaningful social impact
Last month, WE’s Elizabeth Shearing Green and Hopscotch Consulting’s Jasmine Kubski led the keynote at the PRWeek PharmaComms Conference to discuss why health inequality is an area where healthcare brands are uniquely positioned to make lasting, positive impact.
Our recent Brands in Motion research shows that between 2022 and 2023, concern that healthcare brands are falling short on commitment delivery increased from 52% to 56%. Nine out of ten healthcare professionals believe that pharma brands need to be clear about what they stand for while 89% believe they have a moral obligation to engage in societal issues.
“Brands are making big commitments, but are failing to follow through.”
Closing the gender health gap
Women continue to face barriers to healthcare services. The healthcare system is ‘male by default’ and according to the British Medical Association, the UK has the widest gender health gap in the G20.
“This can be seen through every aspect of women’s health from under-representation in clinical trials, through each life stage from puberty to the menopause,” said Shearing Green.
Health inequality is an unmet need that healthcare brands are uniquely placed to address - we know that achieving, measuring and communicating authentic social value improves corporate reputation. This challenge is an area that WE and Hopscotch are determined to support clients in navigating, drawing on our experience in women's health and health inequity to tell a cohesive story and motivate change.
Hopscotch’s recent work with Sport England leveraged the ‘This Girl Can’ campaign as a springboard for helping girls embrace and enjoy PE and be more active overall. We launched the award-winning Studio You Platform in 2021, which is now used in 56% of schools in England and has reached more than 150,000 girls.
A number of factors contribute to women and girls being less active than men and boys - from not wanting to exercise during their periods to feeling self-conscious, with PE teachers not always having the tools to take an inclusive approach.
“We recognised there was huge potential to shift the dialogue in schools. We co-created the Studio You platform through focus groups with girls and with teachers, who are ultimately the gatekeepers.”
Changing the conversation: female anatomy to menopause
During the keynote presentation, Shearing Green shared how the conversations for girls and women are changing, and why healthcare brands must start paying attention.
"We are seeing more and more organisations stepping up and taking action to address unmet needs in women's health,” said Shearing Green. “This includes the development of innovation in medical education with the launch of the first 3D model of the female anatomy, to helping to shift the conversation around menopause to one that was truly authentic and valuable to women.”
Why take action on health inequalities?
Builds brand value
Addresses an audience expectation
Delivers commercial impact
Improves people’s quality of life
Benefits wider economy and reduces costs to the NHS
Brands can play an active role in shaping this changing conversation – but finding where you have an authentic space to make an impact is key.
If you’d like to find out how Hopscotch can help your organisation take action on health inequalities and the issues that matter to young people, their families and communities, we’d love to arrange a chat.