Reckitt:

The Challenge:

Nurofen embarked on a profound mission to address the gender pain gap, a challenge that was as intricate as it was significant.  It was one that called for Butterfly’s skill at getting into the subconscious brain to unpick complex emotions and challenging topics.

We quickly understood that the core question wasn’t just whether healthcare professionals acknowledged these biases but whether they were genuinely open to embracing their influence.  Our task was to dissect the depth of gender biases embedded in pain management within the healthcare system and their real human consequences, shedding light on their manifestations, and, most crucially, discovering avenues to elevate the patient experience.

We also understood that unconscious bias training or research could inadvertently magnify differences, possibly exacerbating the issue rather than fostering a more positive perception.

The Approach: 

To address the influence of systemic biases on individual biases, we engaged a diverse range of specialists and leaders from advocacy groups, ensuring a holistic understanding. We also sought representation from healthcare professionals across various medical schools and institutions to assess the prevalence of gender bias training gaps.

We began with a comprehensive exploration of bias, delving into the natural human predisposition to form biases and their underlying purposes. We established a secure and confidential environment using our Digital Hub platform where healthcare professionals could interact with stimuli and candidly share their reflections. This qualitative exploration was complemented by a quantitative component to authenticate the insights. Throughout the process, we maintained a close partnership with the medical and communications teams, guaranteeing that our insights were firmly anchored in scientific research and seamlessly aligned with the impending communications strategy.

The Impact:

The impact of our work enabled Nurofen to have a voice to live out its purpose. We delivered extensive knowledge about gender biases in healthcare and pain management, both within and beyond the healthcare system. Crucially, we provided clear and compelling evidence that healthcare professionals not only comprehended but were also aware of and accepted the existence of gender biases in pain management. Our insights served as the bedrock for Nurofen’s perspective on gender pain bias and played a pivotal role in shaping the “See My Pain” campaign that McCann Health subsequently developed, a behaviour-changing communication initiative that brought this critical issue to life.