The gap in women’s healthcare

For too long, the healthcare system has viewed women in fragments. A woman is seen for a single condition, diagnosed by analyzing isolated symptoms, and her needs are often assessed based solely on her life stage. This fragmented view misses the intricate story of her life, creating a cascading landscape of unmet needs.

The opportunity for healthcare providers is to move beyond discrete, siloed services and co-create a meaningful, human-centered experience—one that understands a woman’s health and wellness is woven into the fabric of her entire life.

To envision this future, we shouldn’t look at healthcare in isolation. Instead, we can draw powerful insights from macro-level shifts in consumer behavior and product technology that are already reshaping expectations everywhere. By observing these signals, we can identify tangible opportunities to redesign the care experience.

1. The on-demand expectation

The on-demand economy, accelerated by services like Instacart and Uber, has fundamentally reset our expectations. We now anticipate quick, reliable fulfillment when and where we need it most. While the COVID-19 pandemic may have expedited the infrastructure for virtual doctor’s appointments, that always-available option is now the baseline expectation. A 2025 ScienceSoft report predicts 30% of all medical care could be virtual by 2026.

The opportunity:

Create an adaptive program that adjusts treatments and levels of support based on a woman’s current needs, and reacts to provide help during unforeseen changes.

Imagine a system that provides transportation to ensure a crucial appointment isn’t missed, offers services during atypical hours for a shift worker, or deploys a digital health assistant for immediate support during a moment of uncertainty. This is care that fits into a life, not a schedule.

Thought starter:

What are your customers’ daily rhythms and demands, and how can your offering fit in without adding friction?

2. The personalization imperative

From Amazon’s recommendations to Netflix’s tailored home screen, we have been conditioned to share our data in exchange for highly personalized experiences.

This is especially true in wellness. In a Movano Health research study, 85% of women respondents were using wearable devices to better understand their body. And, Accenture notes that 75% of Gen Z patients place a high value on personalized recommendations and are willing to switch providers to get them. Clearly, the desire for data-driven personalization in healthcare is undeniable.

The opportunity:

Move beyond generic advice to create a personalized health guide that is responsive to a patient’s lifestyle and circumstances, and incorporates her preferences into recommendations and health routines.

This could mean tailoring a health plan to fit into the small windows of time a busy mother has, or creating exercise recommendations that build upon activities a patient already loves, like hiking or yoga. It’s about making health a seamless and intuitive part of her world.

Thought starter:

How do your customers hack or tweak your offering, and how can you create easier ways for them to customize?

3. The power of the trusted community

When women have questions about their health, their doctor is no longer the only, or even the first, source of information. According to Google Consumer Insights, a staggering 70% of Google searches starting with “Is it normal…” pertain to women’s health. Women are also feeling unheard by healthcare professionals, a reality for 4 out of 5 women in clinical settings, according to an NIHR report.

As a result, they are increasingly turning to their social networks and trusted influencers for advice, empathy, and shared experiences. While these communities are powerful tools for breaking taboos, they also carry the risk of bias, incomplete information, and misinformation.

The opportunity:

Don’t fight this trend, join it—reach into relevant conversations, meet patients where they are, and become a trusted voice in their expert community.

This means moving beyond the clinic walls to offer credible, empathetic, and accessible information within the platforms and communities women already trust, validating their experiences and guiding them with expert care.

Thought starter:

Where do your customers look for advice and information, and what conversations do you need to be a part of?

The path forward

These signals—the expectation for on-demand service, the desire for deep personalization, and the reliance on community—are not fleeting trends. They are the reality of the modern consumer experience.

By embracing them, healthcare providers can move past the outdated, fragmented model of care. The future of women’s health isn’t about simply treating conditions; it’s about seeing, understanding, and supporting the whole person. It’s about co-creating a system that is as dynamic, responsive, and resilient as the women it is designed to serve.

Ready to get started?

Transforming these insights into actionable strategies requires a human-centered design approach. If your organization is ready to create a healthcare experience that truly sees the whole woman, get in touch with Smart Design to start the conversation.