Raising Awareness of Menopause
A hormone optimization company led by a dynamic female CEO was determined to combat the stigma of menopause and elevate this women’s health issue to a national conversation.
Challenge
The company did not have a significant advertising presence, and reporters are often reluctant to cover this topic. The company needed to develop a powerful hook that would demonstrate the economic value of addressing menopause and demand attention from business leaders, policymakers, and Wall Street. The company was also preparing to go public in the following year, making thought leadership and raising brand awareness vital secondary objectives.
Solution
Bliss created a proprietary “Women in the Workplace” survey, centered on women aged 50 to 65. We analyzed the results and designed a comprehensive whitepaper to live within the company’s “Learning Center,” an education resource for healthcare providers. Any ensuing citation of the survey resulted in traffic to the corporate website, achieving both campaign and brand awareness.
The survey’s findings clearly proved the economic impact of menopause, showing a tangible financial impact on employers and companies. Subsequent promotion of the findings captured the attention of U.S. media that was previously focused on post-pandemic economic recovery. The CEO also garnered attention as a thought leader by encouraging industry leaders to revise their employee guidelines based on the results of the survey.
Additional tactics included:
- Issuing an SEO-optimized press release and pitching editors across business, health, and consumer markets
- Securing CEO participation in panels and leveraging relationships with organizations
- Leveraging awareness days such as Women’s History Month to maximize consumer awareness
- Providing copy for the CEO’s LinkedIn and corporate social media platforms to extend brand awareness
Impact
The campaign added credibility, urgency, and perspective to efforts to shatter the stigma of menopause, opening the floodgates to other surveys, spokespersons, and conversations. Within a year of the campaign’s launch, media articles covering “menopause in the workplace” in the U.S. jumped by 180% and articles covering “menopause” jumped 189%. The company achieved strong brand recognition associated with the initiative, and the CEO was featured in top-tier publications targeting health and medicine (Healthline, PharmaVoice, American Journal of Managed Care); business and finance (Insider, Fast Company, NASDAQ, Forbes); and consumers (USA Today, Yahoo! News, Axios, LA Times).