Case Study
Women’s Health and Pharmaceuticals Company
Thought Leadership on Aging Women and Sexual Health
Challenge
A women’s health and pharmaceuticals company contracted StrategyOne to conduct research among women in order to shed light on stereotypical views hindering the discourse around aging and sexuality. Results would be used to validate the physiological and psychological considerations that are influencing women’s perspectives and behaviors around intimacy.
Research
An initial global literature review was conducted in order to chronicle the current body of knowledge on aging and the sexual health of women and assess where the “white space” could be owned. Following the literature review, StrategyOne conducted a telephone survey consisting of a representative sample of 1,000 middle aged post-menopausal women who were not on hormone replacement therapy. In addition, Strategy One conducted a survey among 600 healthcare providers, primary care physicians, OB/GYNs and nurse practitioners.
Insight
The data collected revealed that women feel good about themselves, their overall health and their sexual health. Yet, there is a disparity between how a woman views herself and how society views her. Women recognize the importance of their sexual health; however, they refrain from talking about their sexual health and intimacy with others. The medical condition explored (Dyspareunia) can negatively impact the physical and emotional aspects of women’s sex lives, with one in four women suffering from the condition.
Action
Utilizing the results of the project, the company acknowledged the lack of conversation on the topic of Dyspareunia. A communications campaign was implemented to ignite conversation on the issue, as well leverage the company as a trustworthy resource for women experiencing Dyspareunia and other issues surrounding aging and correlation with intimacy.
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