Healthcare communications specialist CMI Media Group, a WPP company (NYSE: WPP), has released new research findings that indicate an opportunity for healthcare advertisers to better serve the needs of women.
PHILADELPHIA, May 18, 2023 /PRNewswire-PRWeb/ -- Healthcare communications specialist CMI Media Group, a WPP company (NYSE: WPP), has released new research findings that indicate an opportunity for healthcare advertisers to better serve the needs of women. Women are more open to receiving healthcare information and more likely to visit pharmaceutical brand sites than men, but they are much more receptive to that information when it is customized to them. This is particularly true among LGBTQ+ and BIPOC audiences. The findings illustrate the healthcare gap that exists when brands position their offerings only to a general audience based on straight white men.
The study also reinforces the inequality of healthcare services, particularly in mental health, where women tend to endure an excessive "mental load" that impacts their health as well as all other aspects of their daily lives. As well, the report dives into lack of parity in oncology, cardiovascular, and other areas of health that are impacting women's health outcomes.
Request a free copy of the research report at this link.
"It is imperative that we focus health priorities on women, a need that is overdue and truly impacts women's health outcomes," said Julie Hurvitz Aliaga, EVP, Innovation, Content and Partnerships at CMI Media Group. "As with previous generations, we are calling on a movement to leverage this research to shed light on issues that have not been at the forefront or seen as critical. Women of every age, race, and sexual orientation are experiencing inequality in healthcare. As an industry it is our time to show up in powerful ways to advocate for each other and make a pact to do better."
Recent research from CMI Media Group parent company WPP, "Health on Her Terms," highlights that health outcomes are improved when women's health is prioritized in advertising. While there has been progress in making advertising more equitable, the healthcare industry lags behind.
CMI Media Group will be joining Grey Health & Wellness onstage at WPP Beach at The Cannes Lions Festival in June to further amplify the research findings from the CMI Media Group report and Health on Her Terms.
In addition, CMI Media Group is collaborating with Health@WPP on an initiative supported by SHE Media that will survey women about their healthcare communications needs to further the understanding, conversation and evolution in healthcare parity. This includes a promise letter signed by CEOs across WPP's healthcare agencies that vows to prioritize equity in healthcare advertising.
CMI Media Group's Audience Intelligence practice holistically connects audience strategy, marketing/ad research, social intelligence, and data insights further enabling always on-intelligence that drives dynamic content, media-mix optimization and deeper engagements. With a focus on driving clients towards where innovation and data intersect, this forward-thinking mentality will continue to position the company as the leader in precisely human insight and activation.
This research was created in collaboration with CMI Media Group and Compas' Employee Resource Group (HER)Story. The (HER)story ERG creates a forum for bringing awareness to societal and workplace inequities uniquely affecting women, while also celebrating progress made by the trailblazers.
About CMI Media Group
CMI Media Group, a WPP company (NYSE: WPP, http://www.wpp.com), is a full-service media agency focused solely on health, wellness, and pharmaceutical marketing. CMI Media Group's core offerings include Audience Strategy, Planning, Development, and Insights; Data and Analytics; Buying and Investment; and Direct Response and Customer Experience. As the leading media resource for the world's top healthcare companies, CMI Media Group brings together leading technology, data, and talent to deliver seamless capabilities for clients. CMI Media Group has been recognized as a leader in DE&I, talent retention and employee development as well as one of the industry's best places to work. To apply for a position within our teams visit https://cmimediagroup.com/careers/
Media Contact
Carly Kuper, CMI Media Group, 6107315409, [email protected]
SOURCE CMI Media Group
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