PLAINSBORO, NJ: Novo Nordisk has teamed up with Marina Maher Communications to promote its Great Life After Menopause effort, which is encouraging women to lean about the menopause symptom known as vaginal dryness and the treatments available.
The initiative is focused on an alliance of five health experts: Geri Brin, founder of FabOverFifty.com; Ellen Dolgen, founder of Menopause Mondays; Karen Giblin, president and founder of the Red Hot Mamas menopause education programs; Barbara Hannah Grufferman, author of The Best of Everything After 50; and Staness Jonekos, author of The Menopause Makeover: The Ultimate Guide to Taking Control of Your Health and Beauty During Menopause.
Research shows that as many as 75% of women who have gone through menopause are living with vaginal dryness, but only 25% of them take action to resolve it. This gap is attributed to embarrassment of talking about the issue.
“I think women don't realize these symptoms are normal and treatable,” said Shannon Sanders, senior manager of product communications at Novo Nordisk. She added that for the healthcare company, GLAM is an innovative way to “empower women to give them the resources they need to talk to friends and physicians about their symptoms.”
Outreach for the initiative will be largely social media based. In a key tactic, the company will host a series of Google Hangouts to give women the chance to talk to the five experts in the alliance. Each of the spokeswomen will use their web properties to promote the endeavor.
There will also be a heavy media-outreach push targeting both national and regional outlets across radio, TV, and online, Sanders said.
Marina Maher Communications has helped to develop the outreach strategy and messaging for the effort. While digital agency Toolhouse developed the web property GreatLifeAfterMenopause.com, Novo Nordisk also had the VaginalDiscomfort.com website revamped for the effort.
As one of the five experts involved, Dolgen is hopeful the coalition's work will be uplifting.
“I get emails from women, and they are struggling and feeling alone, so to have this one group helping to empower women is really most exciting,” she said.
A representative from Marina Maher Communications did not return a request for comment.
In April, Novo Nordisk picked Pegasus to promote a cycling team comprised of 100-plus members with diabetes in a global effort.