Leveraging Real Customer Feedback: How to change the game for brands in women's health.

In the ever-evolving landscape of women's health and wellness, brands are constantly seeking innovative ways to cater to the needs of their consumers, particularly during significant life transitions such as menopause. While market research and focus groups have traditionally been utilized to understand consumer preferences, there's no substitute for real, authentic feedback from those who are directly impacted by these products and services. And I can tell you first-hand, we are one complicated audience!

First things first

Women of ‘a certain age’ have been ignored by media, society, and the entertainment industry for as long as we can remember (which isn’t long – thanks to brain fog). Suddenly, ‘menopause’ is being seen and heard everywhere with headlines shouting out how much women in this market are worth to brands. Now we’ve gone from invisible and irrelevant to top priority and a target audience. We are in the spotlight. And we are cautiously paying attention.

Many of us are wary of this sudden shift. We don’t believe this sudden interest in our health and wellness is authentic and comes from a solution-based interest in our needs. We know our worth, and now so does the rest of the world. We know that brands are trying to get into our pockets. They’re going to have to try hard if they want our attention now.

Sure, brands can turn to influencers to have their products reviewed. However, we know influencers often promote products based on sponsorships or partnerships. They do great work, but we are still a suspicious group. We want to hear from women from diverse backgrounds who share their authentic insights and feedback stemming from their personal experiences. We want to be able to trust the efficacy and SAFETY of these products and services that are reaching out to us in every way, shape, and form. Are they Health Canada/FDA approved? Have they taken into consideration that in menopause, like menstruation and pregnancy, we are all unique and have different needs and attitudes?

So how can brands trying to court an audience previously ignored reach us authentically and with good intentions? It starts by earning our trust. You see, we have deeper pockets, years of experience and wisdom and we can sniff out a snake oil salesman from a kilometer away. How can we come together? It’s start just like any other relationship, with listening.

It's easy to know what we want if you listen

Customer feedback is the cornerstone of any successful business strategy. Menopause may be new to brands, but it is not new to women, so our feedback is critical. Brands cannot afford to operate in a vacuum; they need to actively seek out and listen to what their customers have to say about their products and services. Real customer feedback offers invaluable insights that can drive improvements, and ultimately boost the bottom line. More importantly, it builds relationships that foster loyalty.

One significant benefit of gathering real customer feedback is the opportunity for brands to identify areas for improvement. By listening to what women have to say about their experiences, brands can pinpoint specific pain points or shortcomings in their products or services. This feedback allows them to make necessary adjustments, refine their offerings, and ultimately enhance the overall customer experience. It demonstrates that they are listening and that they care if their products are providing solutions, not just profits.

Moreover, real customer feedback helps brands understand their target audience better. By analyzing the feedback provided by different segments of their customer base, brands can gain valuable insights into the preferences, needs, and expectations of various demographic groups. Given that menopause is a vast and diverse audience (women of different sizes, shapes, ethnicities, cultures, health risks, and more), this knowledge enables them to tailor their products and marketing efforts more effectively to get our attention and share of wallet. ?

The power of feedback

In addition to improving products and services, real customer feedback also plays a crucial role in building customer trust and loyalty. When brands actively solicit feedback and demonstrate a willingness to listen and respond to concerns, it creates a sense of transparency and accountability. As customers we appreciate being heard and valued, and this can lead to stronger relationships and increased loyalty over time.

Lastly, real customer feedback can serve as a powerful marketing tool. Positive reviews and testimonials from satisfied customers can help build credibility and attract new customers. Conversely, negative feedback provides brands with an opportunity to demonstrate their commitment to customer satisfaction by addressing issues promptly and transparently. Brands can expect to experience both forms of feedback in this new frontier. All feedback is of value and aids in progress.

Real customer feedback from an audience who is using your products and services is an invaluable asset for brands looking to succeed in this new and competitive marketplace. By listening to your customers, identifying areas for improvement, and demonstrating a commitment to customer satisfaction, brands can drive positive change, build stronger relationships, and ultimately achieve greater success.

We may be a challenging audience to reach but I can assure you we are worth every penny.