[Report] From Insight to Impact: Why Listening to Mothers Is Essential to Advancing Women’s Health
As I wrap up a few final thoughts before heading to my daughter’s school for their Mother’s Day Tea, I’m reminded of what truly matters. Being a mom isn’t just part of who I am—it shapes how I see health, caregiving, and the quiet (and not-so-quiet) ways women show up for everyone else. Every day, I have the privilege of listening to real conversations from patients, caregivers, and communities. It’s in those voices that we find the insights to drive better care, deeper empathy, and smarter decisions—for all of us.
In homes across the country, women are the ones booking doctor appointments, picking up prescriptions, deciding on care plans, and researching treatment options—not just for themselves, but for their kids, partners, and parents too. They’re the nerve center of family health. That’s why, in the healthcare industry, especially in healthcare, we can’t afford to overlook their voices.
Women make up half the population and workforce—and influence over 80% of both healthcare and consumer spending decisions in the U.S., controlling trillions in annual purchasing power (Forbes, 2023; American Heart Association, 2024). And yet, their own health needs are still too often sidelined. Listening to them—really listening—isn’t just the right thing to do. It’s essential for health equity, for better outcomes, and for smarter, more human healthcare.
As a Practice Leader and Linguist for Real Chemistry’s Analytics and Insights team, I work closely with pharmaceutical and biotech clients to uncover what patients and caregivers are saying—and feeling—online. Our recent panoramic social listening analysis of Mother’s Day conversations gave us a clear window into the health experiences of US moms. And it revealed some truths pharma brands need to tune into.
Yes, Mother’s Day will be joyful this year. Last year, it sparked more than 100 million social media posts in 2024, an 8% jump from 2023. But beyond the flowers and brunches, we saw deeper reflections. Moms were opening up about their health journeys, especially around maternal and mental health.
There’s a strong current of proactive dialogue: conversations about navigating IVF, confronting complications like preeclampsia, and prioritizing mental wellbeing. US moms are seeking answers and sharing struggles. They want to be seen.
But here’s the tension: despite this openness, many moms are still putting themselves last. Our analysis showed that mothers are 11x more likely to talk about their family’s health than their own. Even when they do post, their emotions are often wrapped in positivity, strength, humor and resilience, while sadness and vulnerability surface between the lines, or more often, in visuals and video.
This is where the opportunity lies. Pharma has a chance to not just celebrate moms, but to serve them by designing better resources, smarter communication, and support that meets their real needs. That starts with listening not just to what they say, but how they say it.
Today, as I head out to celebrate with my daughter, I’m taking these insights with me. Moms are telling us what they need. Let’s make sure we’re paying attention; not just one Sunday a year, but every day.
If you’re ready to understand your audiences on a deeper level—through real, human insight powered by panoramic social listening, reach out to Real Chemistry. We’re here to help you listen smarter and act with impact.
Report: Mother’s Day Social Listening Trends
###
Citation
American Heart Association News. (2024, April 17). Families often have chief medical officers – and they’re almost always women. https://www.heart.org/en/news/2024/04/17/families-often-have-chief-medical-officers-and-theyre-almost-always-women
Weber, A. (2023, December 11). Women are about to get richer: Are you ready, financial marketers? Forbes. https://www.forbes.com/sites/forbesagencycouncil/2023/12/11/women-are-about-to-get-richer-are-you-ready-financial-marketers/
