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.