The trend: Women see and hear more health-related information than men, especially when it comes to weight loss drugs and anti-aging treatments, according to a June Pew Research survey.

Digging into the data: Women encountered five of the eight health topics Pew studied more frequently than men, whether through traditional news, social media, or even casual chats.

• 42% of women encountered anti-aging cosmetic treatments like Botox, compared with 25% of men. 
• 59% saw weight loss prescription drugs like Ozempic, versus 47% of men.
• 41% remembered seeing autism and ADHD information, compared with 29% of men.

Yes, and: Women use search engines to research health topics more often than men when it comes to treatment options (46% of women versus 40% of men) and prescription drugs and side effects (52% of women versus 44% of men), per a 2024 Rock Health study.

Why it matters: Women are household healthcare decision makers—driving 80% of healthcare spending decisions, per Women’s Health Access Matters—but they’re less visible in healthcare marketing.

• 50% of women want more realistic portrayals of women in healthcare and pharma advertising, per a November 2024 ANA SeeHer study. 
• Brands that accurately portray women in advertising saw 10x lifts in sales, per ANA.
• Women spent $8.5 billion more on out-of-pocket prescription costs than men last year, per a March 2025 GoodRx analysis.

Our take: Pharma and healthcare marketers need to more effectively reach women. Instead of marketing to all women, market to mindsets like self-care via social media influencers’ tips and advice, or motivations like caregiving and prevention by tapping into mammogram screening advocacy and resources that support overburdened women who care for loved ones.

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