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Addressing Vaginal Health with Empathy and Cross-Cultural Sensitivity
Fostering a more human-centric approach to intimate care
2 min read
Feminine Hygiene

In an industry traditionally driven by R&D, science, and functional benefits, we transformed the insight-gathering approach to prioritize the consumer in her entirety.

Business Challenge

A leading Global Top 10 pharmaceutical company offering a range of intimate care products for gynecological infections needed to develop a global portfolio strategy that resonated with women from different markets and life stages. The existing product architecture focused solely on functional benefits and age brackets, neglecting the psychological, emotional, and cultural dimensions of women’s experiences. The goal was to uncover how vaginal infections are perceived and managed, particularly when recurrent, to gain a competitive edge in a fast-growing market.

Humanizing journey

Innate Motion reframed the brief by leveraging empathy to connect with patients as women first, creating a human-centric approach that facilitated deeper conversations around femininity before addressing vaginal health. We established a safe space for women to discuss this stigmatized topic without shame, using projective exercises and guided conversations to uncover psychological tensions and express emotional and functional needs. Multi-stakeholder interviews with pharmacists and gynecologists provided professional insights into preserving and restoring vaginal health, helping identify blind spots in prevention and treatment. This comprehensive approach sensitized the client team to women’s experiences, emphasizing the importance of vaginal health for overall confidence and well-being.

Impact

In an industry traditionally driven by R&D, science, and functional benefits, we transformed the insight-gathering approach to prioritize the consumer in her entirety. By understanding what femininity means to women across different cultures and life stages, we helped the client team connect with their audience in a more human and holistic way. We designed a brand portfolio strategy based on human insights, ensuring a consumer-led business roadmap that boosted sales, improved market position, and highlighted the importance of addressing taboo topics with cultural sensitivity and transparency. This transformation fostered a more human-centric approach to intimate care, resonating deeply with women worldwide.