In the years since the COVID-19 pandemic upended traditional healthcare delivery, virtual care has shifted from a convenient alternative to a core channel of care, especially for women.
From telemedicine appointments to digital health platforms and online pharmacies that deliver prescription medicine straight to your doorstep, the healthcare landscape has developed rapidly, combining convenience with customization. For brands and marketers in the women’s health and wellness space, this shift is a strategic moment to meet women where they are, with the content, channels, and experiences they expect.
Telemedicine & Telehealth: Access Transformed
When the pandemic forced many in-person clinics to pause or pivot, telemedicine surged. According to a 2021 survey from the Centers for Disease Control and Prevention (CDC), about 37% of U.S. adults reported using telemedicine in the previous 12 months. Notably, women used telemedicine at a higher rate than men (42.0% vs. 31.7%).
This difference is meaningful, both for healthcare providers and brands. Women are disproportionately adopting virtual care and therefore represent a critical audience. The higher uptake among women suggests that virtual channels are not just convenient, but they may align better with the multiple responsibilities many women balance (work, caregiving, personal and family health management, etc). For marketers and healthcare brands, this means the expectation is shifting. Virtual care must be seamless, credible, and connected to broader health journeys.
The data also show other adoption patterns, namely that usage increased with age (29.4% for ages 18-29 versus 43.3 % for 65+). Higher education and income groups showed higher telehealth usage, pointing to access and equity issues.
Women are engaging in virtual care for primary visits, follow-ups, prenatal and postnatal check-ins, and mental health services. For marketers, this opens an opportunity beyond point-in-time transactions. Think of integrated care pathways (virtual first, but supported by in-person as needed) and content strategies with targeted messaging that reflect life-stage transitions (pregnancy, postpartum, perimenopause, and so on).
Social Media and Digital Health Information
If telemedicine is the channel for care, social media and digital platforms are the gateway for discovery and credibility-building. Women often turn to online communities and social media posts to explore health topics, decide whether a service looks trustworthy, and determine which brand or provider to pick. If you’re interested in learning more, check out our previous article, How Social Media Shapes Women’s Health Conversations.
Research points to women having a high willingness to use digital health tools. In one survey by Rock Health, 82% of women respondents reported use of telemedicine. Brands that create relatable, trustworthy content around digital-first care stand to win attention. For marketers, it means leveraging social channels for education, storytelling, and community building is essential. Instead of generic “book your visit” messages, content must be narrative-driven and relatable.
Ideas for engaging content include:
- Short explainer videos on what to expect during a virtual consult
- Testimonials or stories from female patients about how virtual check-ins fit into their busy lives
- Social media posts that answer common digital-care anxieties (“Will the doctor really know me?”, “What if I need in-person labs?”).
Because women are more likely to research and choose providers based on trust and relevance, content tone and authenticity matter.
The Wider Ecosystem of Digital Care
Telemedicine appointments are only part of the story. The broader ecosystem of digital care is expanding fast and creating new touchpoints, from remote monitoring and wearables to online pharmacies and targeted women’s health apps.
In the women’s health niche, digital tools are especially relevant. A variety of different apps support health tracking, whether it’s menstrual cycles, fertility, or menopause symptoms. One survey found that almost half of the women surveyed used health-related apps compared to around 41% of men. When it comes to wearables, the difference is negligible, with around 35% of women reported owning a wearable fitness or wellness device compared to 34% of men.
For brands, your messaging should reflect the full digital-care ecosystem: how a wearable, an app, a virtual check-in, or a digital pharmacy refill all connect into one seamless experience. Creating seamless journeys and content that speaks to convenience, personalization, and trust will set brands apart.
Even though some statistics show women as being more likely to use a particular digital health tool, the digital marketing strategy isn’t necessarily to focus on “women adopt more” messaging, but rather, how to engage women, exploring use cases, life-stage messaging, and features that appeal directly to this audience.
What This Means for Healthcare Brands and Marketers
Given these shifts, brands operating in women’s health, wellness, or digital care must rethink their strategy in three key ways:
- Target by life stage and need, not just demographics. Women engage with digital care differently throughout pregnancy, postpartum recovery, early career health, perimenopause and beyond. Crafting tailored messages for each stage builds relevance and loyalty.
- Lead with education and transparency. With higher digital usage comes higher expectations. Women are looking for clear information on how virtual care works, how data is handled, what happens after a tele-visit, etc. Avoid jargon and use short-form formats such as Reels, Stories, and carousels to demystify complex topics.
- Integrate channels and build community. Brands that build a community, encourage sharing, and show relatable female experiences will be top of mind. Health and wellness brands often make the mistake of focusing entirely on “salesy” or promotional messaging on their social media feeds, but at the end of the day, a potential customer or patient wants to learn more and engage with brands and their values first.
Women’s Healthcare is Going Digital. Is Your Brand Ready?
Women in the U.S. are adopting telemedicine and digital health tools at higher rates, and their expectations around convenience, personalization, and trust are rising accordingly. For brands in women’s health and wellness, this moment offers a prime opportunity to be leaders in their space and craft experiences that reflect her life, align with her rhythms, and provide care when and where she needs it.
If you’re ready to modernize your brand’s strategy to engage women (and turn that engagement into meaningful growth!), our team at Spark Growth is here to help. Let’s talk about how we can build your brand’s digital presence and activate the right channels to reach women where they are.