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 ways in which gender biases manifests, shedding light on their how and when this impacted the patient career relationship , 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 impact of bias on the patient experience, 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 & lead creative agency, guaranteeing that our insights firmly anchored back to 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 within the HCP community. We delivered extensive insights about gender biases in healthcare and pain management. Crucially, we provided clear and compelling evidence of Health Care Professionals understanding of gender pain bias and when acceptance was high & low, enabling a more targeted education program to be developed. Our insights served as the bedrock for Nurofen’s application of the “See My Pain” campaign within the Healthcare Community through education, PR and more, ensuring that the campaign has the most impact where it truly matters, at the point of patient care.