Mallory Walsh, Head of Marketing & Comms at Teal Health, designing a better healthcare experience for women.
The healthcare industry is at a pivotal moment. Women are no longer passive participants in their health journeys. They’re informed, empowered and demanding experiences that respect their autonomy and provide meaningful choices. Yet, many aspects of women’s healthcare remain rigid, impersonal and filled with barriers. It’s time for a change. It’s time to transform how women are approached in healthcare by focusing on trust, empathy and choice—elements that turn healthcare into a conversation, not a mandate.
As we continue to witness remarkable healthcare innovations, one critical factor remains paramount—experiences. Modern healthcare isn’t just about providing new and advanced medical services; it’s about driving action through engaging experiences, particularly for women, who have historically faced challenges in receiving comprehensive and empathetic care. Let’s look at how we can craft healthcare experiences that women can appreciate, trust and thrive in, ensuring their unique needs and voices are at the forefront of every interaction.
Empathy As The North Star
Empathy often gets dismissed as a buzzword, but in healthcare, it’s the bedrock of effective communication and trust-building. Women face unique challenges—from systemic inequities to cultural stigmas—that demand sensitivity and understanding. An empathetic approach isn’t just about acknowledging these struggles—it’s about designing experiences that meet women where they are.
Take cervical cancer screening as an example. Many women skip screenings because the traditional screening method, often referred to as a Pap smear (fun fact: it also hasn’t been updated in nearly a century), is invasive, inconvenient and uncomfortable. In a recent nationwide clinical trial led by Teal Health, it was found that 94% of participants preferred the ability to self-collect their samples at home. This isn’t just a statistic—it’s a call to action. All we had to do was ask, and women showed a resounding need and desire for options that reflected their preferences and lifestyles. Empathy is about listening—and then acting.
Turning Healthcare Into A Two-Way Conversation
Historically, healthcare has been a one-sided dialogue. Providers deliver information, and patients comply. This dynamic doesn’t resonate with women today. Modern healthcare needs to become a partnership where women can self-advocate and make informed decisions.
Imagine receiving a personalized text reminder for a critical cancer screening—one that’s more than just an appointment alert. It’s educational, reassuring and provides actionable next steps tailored to your needs. This type of communication can be lifesaving, like in the case of Danielle Fishel (better known as Topanga Lawrence from Boy Meets World), who credited a text message reminder for her annual mammogram as being the reason she made an appointment that eventually led to finding very early breast cancer cells. By combining digital tools with a human-centered approach, healthcare can create meaningful engagement and life-changing outcomes.
Designing Experiences Women Can Enjoy
Healthcare is rarely described as enjoyable, but why shouldn’t it be? Experiences like booking a flight or ordering a new jacket—or that unnecessary late-night snack—have been reimagined to prioritize ease and satisfaction. Women deserve the same in healthcare.
From the first touchpoint and beyond—whether it’s landing on a website, receiving an at-home kit or signing on to a telehealth visit—every step must feel intuitive and empowering. Creating seamless experiences with clear instructions, accessible support and a sense of accomplishment at the end all contribute to a positive interaction. When women feel good about their healthcare experiences, they’re more likely to engage proactively.
Trust in healthcare is often fractured by miscommunication or a lack of information or transparency. Women need to know that the organizations serving them are looking out for their best interests. Proactive communication—clear updates, realistic timelines and educational resources—can all build that trust.
Women Want Choices—Let’s Give Them
In highly regulated fields like healthcare, innovation can feel stifled. But that’s no excuse for delivering stale, uninspired experiences. If the “bread” of traditional care is stale, let’s bake croissants—offering layers of personalization, innovation and care that meet women’s real needs.
This means designing for women, not just a market size. It means acknowledging that women are diverse, with varying preferences, backgrounds and health goals. Regulation doesn’t preclude creativity; it challenges us to think smarter and to innovate within the boundaries while still making an impact.
Teal Health’s clinical trials confirmed what we’ve always believed: Women want options. Whether it’s self-collection for cervical cancer screening or choosing telehealth over a clinic visit, choice fosters empowerment and action. The healthcare industry must embrace this shift and create experiences that put control into women’s hands.
By giving women choices and designing for their specific needs, we can not only improve individual health outcomes but also drive systemwide changes that benefit everyone. After all, women are said to make over 80% of all care decisions for their households.
A Future Built For Women
The future of healthcare lies in treating women as active participants, not passive patients. By creating end-to-end experiences that prioritize empathy, communication and choice, we can foster trust, enable self-advocacy and ultimately, improve outcomes.
For all healthcare communications and marketing leaders, let’s work together to transform healthcare into an experience that women trust, value and actively engage in.
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