Revisiting the Gender Pain Gap: What the Data Still Tells Us — and Why Brands Should Pay Attention

In 2023, Nurofen’s Gender Pain Gap Index, supported by IDS Media UK, helped spark a national conversation about gender bias in healthcare. The research revealed that 1 in 6 women feel they are not believed about their pain and that women wait longer than men for a diagnosis of chronic conditions such as endometriosis and fibromyalgia.

The campaign drove media headlines, influenced public discourse, and — crucially — put real data behind a problem many women have long experienced.

But more than a year on, the Gender Pain Gap remains stubbornly wide. The data still resonates. And the demand for healthcare brands to not only acknowledge these disparities but actively lead change has never been stronger.

Why This Campaign Worked

IDS Media UK played a pivotal role in the success of this campaign — from supporting recruitment for the research, to activating educational content in high-footfall healthcare environments like GP practices and pharmacies.

By meeting people where they were already thinking about their health, IDS helped ensure that this was not just a media story — but one that reached real patients, carers, and communities.

What Brands Can Learn

The Gender Pain Gap Index was more than just a campaign; it was a model for impactful health marketing.

• Use trusted environments: Campaigns in healthcare spaces are perceived as more credible and timely — especially when backed by authoritative research.
• Put insight at the heart: The right data doesn’t just drive PR — it shapes how people understand health issues and their role in addressing them.
• Engage hard-to-reach audiences: With a nationwide network of GP surgeries, pharmacies and hospital settings, IDS Media UK helps brands reach people across all demographics — including those often overlooked by digital-only strategies.
  

The Latest Findings: A Widening Gap in 2024

New research continues to underscore the urgency of addressing gender bias in healthcare — and the need for brands to take meaningful action.

• Rising Dismissal Rates: In 2024, 62% of women reported feeling their pain was dismissed by healthcare professionals — a 27% increase from 2023.
• Young Women Most Affected: Women aged 18–24 were the most likely to feel ignored, with 81% saying their pain was not taken seriously.
• Workplace Impact: Delays in diagnosis and treatment — particularly for menopause-related conditions — are disrupting careers and affecting women’s wellbeing at work.
• Persistent Inequality: Despite growing awareness, the gender pain gap remains entrenched, with an average disparity of 7% persisting over the last three years.
• Long-Term Health Risks: Being routinely dismissed can lead to chronic pain, mental health challenges, and serious delays in diagnosis for conditions like endometriosis and fibromyalgia.

These findings reinforce what many already know: women’s pain is still not being treated equally — and the consequences are far-reaching. 

The data is clear: women’s pain is still not being treated equally — and the consequences are far-reaching. 

But change is possible.

The first step is education: empowering women to advocate for themselves by providing relevant, trusted information at the right time and in the right place — whether that’s in a GP waiting room, pharmacy, or hospital setting.

Equally important is ensuring that medical practitioners have access to clear, evidence-based insights — presented in ways that are practical, actionable, and grounded in the latest research.

By bridging this knowledge gap, we can begin to close the gender pain gap — and help drive a more equitable future in healthcare.

Looking Ahead

Whether you’re a brand looking to raise awareness of an important health issue, a research team aiming to recruit diverse and representative participants, or a healthcare provider wanting to deliver essential messages in trusted spaces, IDS Media UK can help.

We’ve helped clients like Nurofen cut through the noise, shape public dialogue, and reach the people that matter — right when it matters most.

Let’s work together to drive better outcomes — for patients, for partners, and for public health.

Women’s pain is still not being treated equally — and the consequences are far-reaching. But change is possible.

The first step is education: empowering women to advocate for themselves by providing relevant, trusted information at the right time and in the right place — whether that’s in a GP waiting room, pharmacy, or hospital setting.

Equally important is ensuring that medical practitioners have access to clear, evidence-based insights — presented in ways that are practical, actionable, and grounded in the latest research.

By bridging this knowledge gap, we can begin to close the gender pain gap — and help drive a more equitable future in healthcare.