The data: Women are responsible for 80% of all healthcare decisions made in the US, yet aren’t accurately represented in medical marketing, according to a new report from the Association of National Advertisers’ SeeHer initiative.
Digging into the data: The research reveals that only one-third of all pharmaceutical and healthcare advertising accurately portrays women.
This has spurred feelings of disconnect and left women wanting more. In fact, over 50% of women desire more realistic portrayals of themselves in pharma advertising.
Why it matters: The importance of accurately representing women in advertisements can’t be understated given their outsized buying power and decision-making influence.