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      Women account for 80% of healthcare decisions in this country yet remain deprioritized and underrepresented in medical marketing, according to an industry guide released Monday.
      




      A report produced by the Association of National Advertisers’ SeeHer initiative, partners Abbott Laboratories and CVS Health as well as medical marketing thought leader Cassandra Sinclair dissected why women are not accurately represented in healthcare advertising.
      




      The guide offered best practices and key statistics for medical marketers to consider, including the fact that more than 50% of women desire more realistic portrayals of themselves in pharma advertising.
      




      Additionally, accurately representing women in advertising drives a 10-fold increase in sales, according to the research. However, only one-third of pharma marketing accurately portrays women in ads. 
      




      The guide noted that drug and remedy ads which achieve a high Gender Equality Measure (GEM) score garner a 43% increase in brand reputation and 22% increase in purchase intent, per SeeHer. GEM is a proprietary data-driven methodology designed by SeeHer to help pinpoint gender bias in ads.
      




      “By authentically portraying women and girls in health and wellness advertising, we’re not just building brands; we’re building a better society. The data is undeniable, yet they often feel unheard and unseen in traditional advertising,” Sinclair said in a statement. “Our industry must shift its focus from demographics to genuine understanding of women’s mindsets and motivations. The SeeHer guide offers a groundbreaking path toward building brands that truly resonate with and empower women and their broad healthcare decisions.”
      




      SeeHer’s guide aims to differentiate a woman’s health from her health responsibilities.
      




      The organization’s president Christine Guilfoyle added that its research and conversations with brand leaders underscored the need for a comprehensive creative framework to connect with women through their health and wellness advertising.
      




      The guide was released nearly two months after SeeHer unveiled its first TV spot — a 30-second ad that depicts the newest generation of Gen Alpha as strong, confident and resourceful girls who are expected to be “powerhouses” for brands. 
      




      In conjunction with that ad launch, SeeHer produced a health and wellness guide underscoring how to better represent women in medical marketing.