Reach Women Going Through Menopause – ByWinona.com, episode 151

EP 151. Millions of women are navigating perimenopause and menopause—but most brands are oblivious to what they’re going through. OBGYN, Dr. Cat Brown and Marketing Lead, Brooke Matthews of ByWinona.com share what women really experience during these seasons and how marketers can better connect with them through empathy, education, and simplicity. 

WATCH ON YOUTUBE: https://youtu.be/gL76aorWfFo 

QUESTIONS ANSWERED DURING THIS PODCAST EPISODE

1. What are some of the most common fears and worries women experience during perimenopause and menopause, according to OBGYN, Dr. Cat Brown?

2. How does our society’s perception of aging women contribute to the stigma and misconceptions surrounding menopause?

3. Brain fog, sleep issues, and anxiety were highlighted as major symptoms—why do you think these are often overlooked in mainstream conversations about menopause?

4. How can brands use empathy in their messaging to better connect with women experiencing perimenopause and menopause?

5. Brooke Matthews, Winona's marketing lead, mentioned the importance of online communities, such as Winona's Facebook group. How can brands leverage similar communities to support and engage their customers?

6. Why is relatability and representation crucial in marketing to perimenopausal and menopausal women, and what pitfalls should brands avoid?

7. How does simplifying the customer experience—or workplace experience—help women juggling menopause and other midlife responsibilities?

8. What insights from Winona’s workplace poll can organizations use to create more menopause-friendly environments?

9. Dr. Cat Brown encourages women to advocate for themselves with healthcare providers. How can marketers and brands help empower women to do this?

10. What are actionable ways brands can show they are truly listening to and supporting women in perimenopause and menopause—beyond just selling products?

TIMESTAMP HIGHLIGHTS

• 00:00 Perimenopause Challenges for Midlife Women
  
  
• 06:15 Menopause Symptoms and Challenges
  
  
• 09:46 Relatable Female Voices Matter
  
  
• 11:43 Telemedicine Empowers Women's Health
  
  
• 14:29 Menopause-Friendly Workplace Initiatives
  
  
• 17:42 "Targeted, Subtle Marketing for Moms"
  
  
• 21:41 Bioidentical vs. Synthetic Hormones
  
  
• 24:57 Champion Your Health Journey

KEY TAKEAWAYS FOR MARKETERS

• Women in midlife are juggling A LOT — career, kids, aging parents, and a changing body

• Be real, relatable, and respectful in your messaging. Use real women in your content

• Simplify everything: the message, the visuals, the buying process

• Listen to what women are asking in your comments and DMs — and build content that responds to their needs

• Perimenopause is not niche. It’s universal. Speak to this moment with empathy, not invisibility

ABOUT THE GUESTS

Dr. Cat Brown (@drkatobgyn) is a board-certified OBGYN and menopause expert. She’s passionate about educating and supporting women through perimenopause and menopause using evidence-based, bioidentical hormone therapy. She’s also a lead medical expert at Winona, an online telemedicine company supporting women across 30+ U.S. states.

Brooke Matthews is the Marketing Lead at Winona and the powerhouse behind their community engagement, social media presence, and educational content. She also manages the Winona Women’s Facebook Group — a growing community of 23K+ women supporting each other through midlife health changes.

🔗 RESOURCES & LINKS MENTIONED

• Visit bywinona.com to learn more about Winona’s services and content

• Join the Winona Women’s Facebook Group https://www.facebook.com/bywinona 

• Follow Dr. Cat on Instagram: @drcatobgyn

• Questions? Email Brooke Matthews at brooke@bywinona.com

QUIZ: READY TO IMPROVE YOUR CONTENT STRATEGY?

Discover which content makeover will boost your brand's success! Take this 40-second QUIZ to find your "home" makeover show match and get a content makeover plan to help you attract customers & drive better business results.

TAKE THE QUIZ

ABOUT MARKETING WITH EMPATHY PODCAST HOST, SARAH PANUS

Marketing With Empathy® is the podcast for brands that want to target & engage moms. Moms influence or control 85% of ALL household purchases making them a lucrative market to figure out. Join host and 20+ year content expert, Sarah Panus, for ideas that get your products and services into the hands of moms who need them. Top 5% of all podcasts, and member of Marketing Podcast Network.

STOP missing out on this lucrative market. You want to scale to the next level but don't know how to use the power of story to capture the attention of moms. ​EVEN IF moms aren't your only audience -- they're a critical one to figure out.

Sarah understands how hard it is to juggle all the demands coming at you to drive leads and sales.  Clients: Sleep Number, SHEFIT, LegalZoom, American Express, JHL Turf Pros, Katie Couric Media, Thrive Global, Nestle Waters, Starbucks, Lindt Chocolate, American Heart Association, Alta Tech, King Technology, Christos Bridal, Western Green, and other small and mid-size brands.

She’s a brand storytelling consultant, podcast host of Marketing With Empathy® (top 5% of all podcasts), Certified StoryBrand Guide, and owner of Kindred Speak® consulting. Sarah works with clients by either doing the work for them through her freelance consulting services; OR, coaching them to think like Editorial Content Directors in one of her workshops or courses. Visit www.kindredspeak.com to learn more.