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Marketing empowerment: how corporations co-opt feminist narratives to promote non-evidence based health interventions

Promotion of non-evidence based tests and treatments using empowerment messages risks women being overdiagnosed and overtreated, argue Tessa Copp and colleagues Commercial organisations have an extraordinary influence on population health through how they engage with and shape social movements to market their products.1 Corporations have historically exploited health agendas by prioritising messaging about female autonomy to encourage women’s consumption of unhealthy commodities, such as tobacco and alcohol.2 This phenomenon has now expanded across women’s health. Feminist narratives of increasing women’s autonomy and empowerment regarding their healthcare, which first arose through early women’s health movements,34 are now increasingly adopted by commercial entities to market new interventions (technologies, tests, treatments) that lack robust evidence or ignore the evidence that is available. Increased awareness and advocacy in women’s health are vital to overcome sex inequalities in healthcare, including the need for improved resources for under-researched conditions and to reverse historical biases that prevent optimal treatments for women. However, promoting healthcare interventions that are not supported by evidence, or while concealing or downplaying evidence, increases the risk of harm to women through inappropriate medicalisation, overdiagnosis, and overtreatment. Importantly, the problem is not with the use of health technologies, tests, and treatments per se, as many women benefit greatly and gain improved quality of life from them. The problem lies in the way commercial marketing and advocacy efforts push such interventions to a much larger group of women than is likely to benefit without being explicit about their limitations (box 1). In addition, commercial use of feminist narratives to promote interventions gives the impression health and sex equality are commodities that can be bought (by those who can afford it), without acknowledging the social structures and other intersecting causes of disadvantage. We discuss two current examples, the anti-müllerian hormone (AMH) test …

Women with PCOS can stress less about fertility

Researchers from The University of Queensland have found that women with polycystic ovary syndrome (PCOS) respond well to fertility treatments and have the same birth rate as women without the condition

PCOS patients can achieve same birth rates with treatment

Researchers from The University of Queensland have found that women with polycystic ovary syndrome (PCOS) respond well to fertility treatments and have the same birth rate as women without the condition.

Study shows women with PCOS respond well to fertility treatments

Women with PCOS can stress less about fertility

Debate about treatment for gestational diabetes

At about 24 weeks, Sarah Tansky, like all pregnant women in Australia, was tested for gestational diabetes using a one-step test. The results shattered her.

Study finds preventative health checks are reaching women most in need

Young women can 'bank' exercise for better heart health - UQ News - The University of Queensland, Australia

Researchers find young women can 'bank' on exercise for better heart health | Indiablooms - First Portal on Digital News Management

Researchers from The University of Queensland have found women can retain the benefits of exercise during their 20s, going on to have better heart health later in life.

Young women can 'bank' exercise for better heart health

Researchers from The University of Queensland have found women can retain the benefits of exercise during their 20s, going on to have better heart health later in life