Women’s health is finally getting more attention, more campaigns, more conversation, and more commitment to closing long-standing gaps in care. That progress matters. Awareness matters.

But awareness alone doesn’t create trust. Experience does.

After more than two decades designing customer and patient experiences across healthcare, wellness, and consumer brands, I’ve seen how often strong messaging raises expectations that the actual experience doesn’t fully deliver on. The result is friction at the moments that matter most, confusing pathways, inconsistent language, and experiences that don’t reflect the empathy promised upfront.

In healthcare, and especially women’s healthcare, that disconnect is costly. When messaging and experience aren’t aligned, women disengage. Care is delayed. Trust erodes.

We saw this firsthand in our work with CCRM, a leading fertility network. The website redesign focused on eliminating friction at every touchpoint, making it easier to schedule appointments, providing digestible content that demystifies complex fertility information, and creating warm, thoughtful visuals that acknowledge the emotional weight of the journey. We removed barriers to lead capture and are considering new communication streams designed to meet patients exactly where they are in their process. Instead of overwhelming them with everything at once, we’re supplementing the care team’s guidance with timely, educational content that supports each stage of patient onboarding. During what can be a scary and isolating time, these touchpoints offer connection and clarity when patients need it most.

Consistency across touchpoints isn’t a branding detail; it’s a care issue. From the first interaction to ongoing communication, women need experiences that feel intentional, clear, and human. Strong CX reduces friction, anticipate needs, and signals respect, particularly for audiences that have historically been underserved. 

That’s why CX plays such a critical role in building trust. Thoughtful experience design validates concerns, removes unnecessary barriers, and makes it easier for women to move forward with confidence.

The conversations happening in this webinar are critical because women’s health progress requires alignment across innovation, communication, and experience. Bringing together leaders from pharma, technology, clinical care, advocacy, and marketing creates the opportunity to move beyond awareness, and toward real impact.

Annie Pollack, CX Lead