The challenge

Mithra wanted to strengthen its position as a trusted specialist in women’s healthcare. To do that, it needed a deeper understanding of women’s lived experiences across every stage of life, from contraception and fertility to menopause and healthy ageing.

Rather than relying on one-off research, the ambition was to create an ongoing dialogue with women, uncovering not only their healthcare needs, but also the emotions, expectations and everyday realities behind them.

The solution

We created the Women’s Consulting community, an online insight community bringing together more than 800 women from Belgium, Brazil, France and Germany, aged 16 to 68.

Over time, members shared their experiences across a wide range of topics, including daily health routines, sexuality, contraception, vaginal health, female cancers and menopause. Combining qualitative and quantitative research methods, the community created a safe environment where women could openly discuss deeply personal experiences that are often difficult to capture through traditional research.

Alongside exploring unmet needs, community members also reviewed and refined Mithra’s propositions, helping ensure products, services and communications better reflected women’s realities.

The impact

The community generated more than 40,000 conversations, alongside 94 video testimonials and over 1,500 photos, creating an exceptionally rich understanding of women’s health experiences across four markets.

These insights enabled international comparisons while uncovering the hopes, concerns and expectations women have of healthcare professionals and the pharmaceutical industry. They helped Mithra strengthen its positioning as a women’s healthcare specialist by building future solutions around genuine human understanding.