Making the invisible visible

Exploring the future of women’s health and identifying solutions.

The challenge

How do you better understand women and health? This was the central question facing the Pfizer team. The question was based on the realisation that the women’s health market was growing significantly. Importantly, being part of this growth opportunity required a deeper insight into the health needs, experiences, perceptions and ideals of women in relation to their health.

 The approach

A qualitative methodology enabled us to unpack what it means to be a woman across Europe and Canada. Utilising a mix of ethnographic work, coupled with group discussions, the Truth team worked with a wide range of participants. In addition, and in order to understand the broader cultural landscape, Truth engaged a number of thought leaders in the women and health space. We drew insight from experts such as beauty and fashion consultants, gender studies academics and gynaecologists, as well as reviewing leading retail spaces and influential media.

The solution

Overall, the work helped Pfizer understand how to play in this space through a more detailed and nuanced understanding of women and health. We developed a map of this space, outlining several emerging territories with growth potential and were able to define the propositions that would be most relevant to women and how this impacted their current portfolio of brands and organisations.