The women’s health and ‘femtech’ industry is exploding. And rightfully so — women’s health, which encompasses much more than reproductive issues (menstruation, fertility, menopause), has historically been overlooked, underfunded and highly stigmatized despite women comprising more than half of the population and making 80% of consumer healthcare decisions.

While strides are being made within the healthcare and venture capital community to pay increased attention to this underserved sector, more work remains. As recently as 2019, women accounted for only 40% of participants in clinical trials for three of the diseases that most affect women — cancer, cardiovascular disease and psychiatric disorders — despite representing 51% of the U.S. population, according to a 2022 study. And representation in studies is even worse for women of color. President Biden recently called on the U.S. Congress to make a bold, transformative investment of $12 billion in new funding for women’s health research to address this disparity.

But changing systems and structures will take time. We can start with communications and transforming how we talk about women’s health now. This becomes even more important when we remember that women’s health advertising is still being censored – most recently, a breastfeeding start-up’s advertisements were removed from Times Square in New York City. 

While brands continue efforts to push the boundaries, more can be done to drive conversation amongst specific audiences and communities and continue to raise awareness and truly address women’s health needs.

We should take the time to understand women’s experiences and avoid making assumptions about what they want and what solutions will work, and treating them as monolithic—or simply not considering them at all. Our language also needs to become more human. Medical jargon and an overemphasis on ‘patients’ exclude the people we aim to serve: the women worldwide who may feel misunderstood, unseen or unempowered. 

Take menopause, for example. Despite being a medical issue most women will experience in their lifetime, research and understanding are limited. Stereotyped as hot flashes and irritability amongst women in their 50s, menopause can affect women as young as 30 years old, with wide-ranging symptoms from memory loss and increased risk of anxiety and depression. Not only that, but Black and Latinx women tend to enter menopause earlier and have longer-lasting, more intense symptoms. So, how can we develop solutions that will make a meaningful difference?

To drive real change, we need to dig into the nuances of the conditions women face and how they affect different communities and demographics. We also need to look at what other aspects of their lives may be affecting their health outcomes. For example, women in low-income communities are at a greater risk of being uninsured, which leads to less preventive care, such as Pap smears and mammograms. Uncovering authentic and powerful insights is the key to creating communications with impact. 

By better understanding women, we can create conversations within culture that reach the right people in the right places. If you are a healthcare brand or a brand targeting women about health issues, consider these guiding principles as you plan your next campaign:

Set clear objectives and identify the right solution: A clear understanding of your audiences, their experiences and how they are impacted by various issues will help you determine what success looks like and differentiate the core products and services that can best respond to those pain points.

Craft the right communications strategy: Strong insights about the audience and the landscape they operate within will allow you to craft emotional and impactful messaging that will resonate with the target audience and their lived experiences.

Execute with impact: Use data to inform the channels and communities you need to reach your consumers. Your strategy and insights should inform precisely how you will execute to achieve your objectives. Reaching the right people in the right places is critical to encouraging engagement  — whether through events, podcasts, online communities or traditional media, you will want to be sure you can track what is resonating and what works. 

Femtech is poised to drive change and start to balance the scales in women’s health. To have the best chance of success, we need to start with listening to women. 

This year’s New York Tech Week was abuzz with innovation and anticipation, with the Axios AI+ Summit event standing out as a pinnacle of cutting-edge advancements and thought-provoking discussions. Held in the vibrant heart of New York City, the event brought together industry leaders, pioneering researchers and eager enthusiasts to explore the latest trends and breakthroughs in artificial intelligence. From groundbreaking keynote addresses to interactive networking, the event was a testament to the relentless march of AI technology and its profound impact on various sectors.

Onsite at the event

The event lineup was rife with industry leaders from IBM, the Allen Institute for AI, Spotify, the NFL, celebrity partners such as Maria Sharapova, notable Axios reporters and numerous others in both the public and private spaces. Attendees had the opportunity to engage with Axios’ own cutting-edge AI software, delve into sessions focused on AI in creative industries such as influencer marketing and learn how AI takes harnessing the power of data analytics to the next level. Overall, the Axios AI+ Summit was a compelling and informative event, providing valuable insights into the current state and future potential of AI. It highlighted the vast opportunities AI presents while also addressing the critical challenges that need to be managed to ensure its benefits are widely and equitably realized.

Unanimous considerations

Across the board, speakers set an inspiring tone for the event, all of which leant into the transformative power of AI, emphasizing its potential to revolutionize industries. In addition to the broadly shared positives, speakers were in agreement on a few points of consideration, regardless of industry as their merits are universal:

Regulation is needed: AI systems require regulatory frameworks to ensure they operate within ethical and legal boundaries, which necessitates human oversight and governance. This topic was particularly pertinent when addressing creative content. The creation and dissemination of AI-generated media needs careful monitoring to prevent misuse and to uphold intellectual property rights.

The human element is irreplaceable: The unique qualities of human intuition, empathy and ethical judgment are essential and cannot be fully replicated by AI. Making human involvement crucial in the deployment of GenAI in areas where nuanced understanding and moral considerations are paramount, will pave the pathway for strong standards.

Efficiency is one of the clearest use cases: While AI can enhance efficiency in various tasks, the strategic application and integration of AI systems still depend on human decision-making and insight. This has the potential to maximize organizational goals.

Final note

The consensus was clear: While AI presents significant challenges, it also offers unparalleled opportunities for innovation and growth. As the curtains fell, it was evident that the future of AI is bright, and its journey is just beginning. New York Tech Week once again proved to be a fertile ground for fostering innovation and forging connections that will drive the next wave of technological advancement.

The annual RSA Conference is one of the biggest events in the cybersecurity industry. Tens of thousands of security professionals, business leaders, academics and government leaders from around the world attended the show in San Franisco to discuss the latest trends and developments in security.

Unsurprisingly, AI dominated the show for the second year in a row. According to Deloitte, the AI cybersecurity market is expected to hit $102.78 billion by 2032. Based on the number of AI solutions and integrations announced at RSA, the sector is certainly growing quickly, spurred on by an increasingly complex cybersecurity landscape. According to Cisco data, more than half of organizations have experienced a cybersecurity incident in the past year and 73% believe they are likely to experience a security incident in the next two years. The security industry is betting big that AI will help them mitigate this risk and three AI trends stood out.

1. Leveraging AI for Enhanced Prevention and Advanced Security

At the show, many security companies released AI-powered solutions and capabilities designed to augment cybersecurity workers and traditional security measures. Some AI solutions can now detect software vulnerabilities before they are exploited, for example, or detect and respond to suspicious network activity before any data is compromised. These capabilities enable companies to respond to incidents and remediate vulnerabilities faster, mitigating cyber threats more efficiently.  

AI is unlocking a new level of proactive security. Companies can more easily predict and prevent threats, versus responding to attacks. In an evolving threat landscape, detection, response and patch time is critical to preventing a headline-generating data breach.

2. Securing AI Deployments in the Race for Adoption and Innovation

Companies are incorporating AI across their businesses and tools as we enter a new phase of digital transformation. Business leaders are in a hurry to deploy AI so they can find efficiencies, make employees more productive, get more value from their data and innovate faster. If they don’t implement AI effectively, they risk falling behind competitors.

There is also a risk to moving too quickly, however, as AI tools could introduce new security and data protection risks. Organizations need comprehensive data governance to avoid sensitive or protected data from being fed into AI models, which could violate data privacy laws or other industry regulations. Too lax use of third-party AI tools could also increase risk of a data breach. On the other hand, if companies place too stringent restrictions on their employees’ AI use, they could miss out on key insights and opportunities for innovation. Data and security teams have the challenge of keeping data secure while also enabling experimentation and fostering innovation within their organizations.

3. AI is Supercharging Security Threats

Security professionals aren’t the only ones using AI to their advantage. Cyber experts warn that AI will make threat actors more efficient and better at perpetrating attacks —– exacerbating the threats security professionals are already racing to outrun. Supercharged by AI, the industry will see more sophisticated phishing attacks that involve voice cloning, deepfakes that can be used for blackmail and a generation of cyber attackers that can use AI bots to help them execute better attacks.   

Amidst these evolving threats, the stakes have never been higher for companies. The average cost of a data breach increases every year and reputational damage of a breach can threaten brand credibility. Compounding these challenges, according to the World Economic Forum, the global cybersecurity talent shortage could reach 85 million workers by 2030. AI can help fill gaps and address the issue of burnout among short-staffed security teams. Industry leaders agree that AI will never replace human security workers, but it can help support them and enhance their capabilities.

AI-augmented solutions can’t come soon enough. As security professionals continue to integrate AI into solutions, we’ll be keeping an eye out for where this technology goes next.

FleishmanHillard recently hosted a timely and deeply illuminating panel discussion on the impact of Generative AI (GenAI) in modern journalism. Held at the Axel Springer Haus in downtown New York City, the event brought together senior newsroom leadership from leading publications, including AdWeek, Axios, Business Insider, Harvard Business Review and POLITICO. Moderated by Ephraim Cohen, FleishmanHillard’s global managing director of Media, Platforms and Storytelling, the panel addressed the challenges, fears and opportunities GenAI presents for newsrooms worldwide. The event attracted an audience of more than 40 attendees, including senior communications professionals from top-tier companies and clients like Novo Nordisk, Meta and Samsung, among others.

To accompany the panel discussion, FleishmanHillard also published a study on the current state of GenAI in the newsroom – from the early adopters and the critics to the initial successes as well as the emerging cautionary tales.

Panel Highlights

The discussion featured a stellar lineup of panelists who provided deep insights into GenAI’s evolving role in journalism including:

Aja Whitaker-Moore, Editor-in-Chief of Axios

Aja emphasized the importance of distinguishing between commoditized content and unique reporting delivered by expert journalists. She highlighted how GenAI can streamline workflows but stressed the necessity of maintaining trust and community:

“Trust is at the center of what we do. We are reorienting our newsroom and business around subject matter experts that can deliver something specific to them, their experience, and their skillsets. If we orient around trust and expertise, we are confident we can weather the technological storm that is coming.”

Cadie Thompson, Executive Editor of Business Insider

Cadie shared how Business Insider is leveraging GenAI to enhance productivity, such as using AI to digest meeting notes or news reports to decide on story depth. She also highlighted AI’s role in transcribing podcasts and shows, freeing journalists to focus on more critical tasks. Cadie’s approach reflects a balance between innovation and journalistic integrity:

“No one likes change, and the integration of Generative AI is a big change. One of the blessings of working with journalists is that they are naturally skeptical of everything, so we trust them to be careful with new tools. As the executive editor, I try to show them the possibilities of how gen AI tools can make their lives easier and allow them to focus on the things they want to be doing.”

Ryan Joe, Editor-in-Chief of AdWeek

Ryan highlighted the need for journalists to understand the craft of journalism before integrating AI tools into their work. He cautioned against giving AI tools to junior reporters without proper training. Ryan also pointed out practical uses of AI in generating drafts for complex advertising content. His thoughts reflected a careful and measured approach to AI adoption:

“Retaining readers’ trust is fully in our control, regardless of Generative AI. AI used to be a dirty word in the ad industry. But now, even if we tried, we couldn’t not cover it.”

Francesca Barber, Executive Newsroom Director of Politico

Francesca focused on the importance of transparency in AI integration. She discussed how Politico is using AI to do things like generate bill summaries and enhance storytelling while maintaining transparency with their readers. Francesca’s emphasis was on building and maintaining trust through open communication:

“When we think about building trust and protecting against erosion of that trust and accuracy, we have to be self-aware that we are not the single voice. The integration of Generative AI into our storytelling strategies brings about questions. How did we get the reporting? Who was involved? So the more we can focus on transparency, the better.”

Adi Ignatius, Editor-in-Chief of Harvard Business Review

Adi shared Harvard Business Review’s investment in developing a proprietary AI model to ensure accuracy and reliability. He highlighted the duality of AI as both a powerful tool and a source of concern. Adi’s insights captured the cautious optimism surrounding AI’s future in journalism:

“Part of the reason we’re investing in generative AI internally is because it’s going to be table-stakes. Another part is because existing LLMs (Large Language Models) are error prone. If we can build a model that doesn’t hallucinate and is based on our own content, then we have a clear alternative to big tech platforms. But obviously, trust is everything.”

Key Learnings

Trust and Expertise Are Crucial: Emphasize the irreplaceable value of experienced journalists to maintain reader confidence amid GenAI integration.

Transparency Enhances Credibility: Ensure clear communication with readers about GenAI’s role in reporting processes to build and maintain trust.

Balanced Integration of AI: Utilize GenAI to enhance productivity while maintaining human oversight to ensure accuracy and quality.

Guardrails and Ethical Considerations: Implement strict measures to prevent GenAI errors and prioritize ethical considerations, including privacy and misinformation.

AI as a Tool, not a Replacement: View GenAI as a supportive tool that enhances, rather than replaces, the core human elements of journalism.

“Texas AG sues Instagram influencer for giving ‘bad health advice’”

“Unpacking the child abuse case against YouTube influencer”

“Influencer axed by [sponsor] for violent comments about children”

“Racist Tweets resurface after TikTok influencer’s wedding”

Ripped from the headlines, these are just a few real-world examples of the inherent risk that comes with putting your brand in the hands of human beings to promote it. Sometimes they make mistakes. Sometimes those mistakes are years old and are unforgiveable but weren’t surfaced before the contract was executed. Sometimes headlines like these scare marketers from working with influencers altogether. But in 2024, turning away from influencers isn’t the answer. It’s where your audience is looking for inspiration and information. They are simply too powerful a channel and promotion partner. Rather, brands need to develop plans to help them continue to confidently contract the right influencers and mitigate risk.

In 2024, brand safety influencer vetting must evolve to additional layers. Brands need to ask themselves:

Are you comfortable working with an influencer who has posted about global or domestic political issues? Or about their personal religious beliefs?

What if they have posted favorably (or unfavorably) about Trump? About Biden? Kennedy (RFK Jr.)? Or other politicians and/or their platforms? How will your audience view those posts?

Does an influencer’s personal stance on vaccines or other health issues give you (or your audience) pause?

If an influencer lives in a state where marijuana is legal, and has posted about personal use, do you consider them brand safe?

World issues, political campaigns and government policies are permeating discussions among influencers and creators who have platforms and audiences looking to them for their authentic opinions on current affairs. The pendulum of audience expectation can swing with followers sometimes looking to influencers to use their clout to voice support for or against an issue, and at other times wanting influencers to “stay in their lane” and keep their social content focused on their niche or vertical, not interjecting a personal point of view about world matters.

Regardless, brand safety vetting has only expanded as sponsors scrutinize just how neutral they want to keep their partnerships, and wrestle with identifying exactly where their thresholds lie. Influencer selection and activation without rigorous brand safety vetting in these expanded territories can lead to a reputation problem for a brand if a sponsored influencer’s personal leanings incite the brand’s base or acquisition target.

This begs three key questions of marketers looking to engage influencers:

How can our brand build appropriate and bespoke evolved safety vetting guidelines to ensure reputation protection while continuing to meet audience expectations, and without censoring the authentic voice of the creator?

How do our publicly stated values align with how the safety guidelines are written?

How can we mitigate risk after beginning a partnership with an influencer who may use his/her/their platform to share personal opinions that inadvertently reflect negatively on us as the brand sponsor?   

Data plays a, if not the, critical role. At FleishmanHillard, we review an influencer’s historical content to understand how it does, or doesn’t, align with a brand’s safety standards. We also use audience data to ensure alignment in areas like politics, social issues or policy leanings and make certain the brand’s customers or social followers and the influencer’s followers are in sync. Data science can’t eliminate the need for human analysis for context and tone. And tools alone can’t judge whether an influencer’s personal leanings jibe with a brand’s values. But as with most things influencer related, this equation blends art and science.

And remember safety vetting isn’t just for influencer discovery. It’s important to work to mitigate risks to ensure a continuity of brand safety pre-, during- and post- partnership. At FleishmanHillard, we work with clients to build custom playbooks for how to handle various levels of potential influencer-created issues from breaching a contract to breaking a law.

Risk doesn’t stop at the conclusion of a campaign. After a contract term is complete and the influencer is no longer in a live partnership with the brand, there may still be an association between influencer and brand in the mind of the audience. If the influencer creates an issue at this stage, the brand has little control. But consumers may start a conversation about the affiliation between the two parties, or even reach out to customer service to complain about the brand having worked with an influencer.

Influencers are human beings who sometimes make mistakes or have previously demonstrated unsavory behavior. Today’s hyper-polarized world presents additional inherent risk. But influencer marketing is also business critical. Brands who are not prepared with proactive and reactive plans for mitigating inherent risk are leaving themselves exposed to become the next “ripped from the headlines” mention.

In recent years, the private markets landscape has experienced a remarkable surge, capturing the attention of asset managers around the world. This flourishing trend has paved the way for the financial industry to explore new avenues for growth, with private markets becoming an enticing domain for high net worth investors seeking investment opportunities with relatively low market correlation.

In our recent report “The Future of Asset Management in Asia”, the majority of investors (42%) are most concerned about slow global economic growth or even a downturn. In response to these uncertainties, nearly one-third of respondents (29%) plan to shift their investments towards lower-risk options, and there is a growing interest in diversifying portfolios. Investors are now showing enthusiasm for private market investments, particularly in private equity funds (15%) and private credit funds (15%). Respondents believe that these alternative investments can enhance and diversify their returns and helping mitigate overall portfolio risks associated with economic downturns.

The shift towards private markets

1. Enhanced returns and diversification

Amidst a volatile and uncertain global economy, investors are increasingly drawn to private markets due to the potential for enhanced returns. Private markets and alternative investments tend to outperform traditional asset classes over the long term, providing investors with a chance to optimize their portfolio performance. Additionally, private markets offer diversification benefits by reducing exposure to public market fluctuations, making them an attractive proposition for high net worth individuals seeking to protect and grow their wealth.

2. Access to exclusive investment opportunities

Private markets grant access to unique investment opportunities that are not readily available in public markets. This exclusivity is a major allure for high net worth investors, as it enables them to invest in promising startups, venture capital funds, real estate projects, and private companies with significant growth potential. By participating in these early-stage investments, individuals can capitalize on the success of innovative enterprises and potentially realize substantial returns.

3. Long-term investment horizon

Unlike public markets, which are often driven by short-term speculations and market volatility, private markets facilitate long-term investment strategies. High net worth investors are attracted to the private market’s ability to generate value over an extended period. The relatively illiquid nature of private investments encourages disciplined, long-term thinking, aligning with the goals of many high-net-worth individuals who prioritize wealth preservation and sustained growth.

Reaching out to high net worth investors

1. Establishing strategic partnerships

Asset managers can leverage their existing networks and forge strategic partnerships with wealth management firms, family offices, and other financial intermediaries. Collaborating with these entities enables access to their pool of high net worth clients and facilitates the promotion of private market investment opportunities. By providing comprehensive education and tailored investment solutions, asset managers can position themselves as trusted advisors capable of meeting the unique needs of affluent investors.

2. Thought leadership and education

Educational initiatives play a crucial role in attracting high net worth investors to private markets. Asset managers should invest in thought leadership content to demonstrate their expertise and provide valuable insights into the advantages and intricacies of private market investing. Webinars, whitepapers, seminars, and conferences can be utilized to educate investors about the potential benefits, risks, and strategies associated with private market investments, ultimately building confidence and fostering engagement.

3. Technology and digital platforms

Harnessing the power of technology and digital platforms can significantly enhance the outreach efforts of asset managers. Online portals, mobile applications, and user-friendly interfaces can streamline the investment process, improve transparency, and provide real-time updates to investors. Leveraging digital tools also allows for efficient communication, data analysis, and reporting, enabling high net worth investors to monitor their investments effectively and make informed decisions.

As private markets continue to ascend, asset managers have a unique opportunity to tap into the growing appetite of high net worth investors. By highlighting the benefits of private market investments, establishing strategic partnerships, providing education and thought leadership content, asset managers can position themselves as trusted advisors capable of meeting the sophisticated needs of affluent individuals. By embracing technological advancements and digital platforms, firms can further streamline the investment experience, ultimately fostering long-term relationships with high net worth investors in this thriving landscape.