Hello hello,

I’ve just sat down to type on Sunday afternoon, it’s International Women’s Day, and I have zero desire to participate in the dialogue. For the past few years, I’ve posted pretty much the same thing. About my disappointment. 12 months roll by, and any amount of progress is overshadowed by new levels of disappointment… in culture, politics and of course health.

Last Thursday, I went to a screening of the short film Taboo: the unspoken truth about women’s health. Honestly, as much as I know just how backwards things are when it comes to health, it still makes me physically sick hearing it all out loud. Following the screening, there was a panel discussion and debate about what actions we all should be taking to make change. Powerful films like this can start a conversation… but what really happens next? I wish I’d made some notes about the things discussed because my mind was focused on one thing…the data.

I’m talking specifically about clinical trials. Did you know, it wasn’t even mandatory to include women in clinical trials until 1993. And despite this, trials still do not have to publish their results separately for men and women, with many simply reporting a pooled outcome. As if male and female bodies are interchangeable despite clear evidence of biological differences. Sigh.

It’s not just the trials; the same issue persists in the clinical guidelines - there just isn’t any separation in the treatment pathways for men and women. Sex and gender are not a thing. In fact, a 2025 review of 197 NICE guidelines found that only one guideline provided evidence-based recommendations separately for women and men… AND THAT WAS FOR INFERTILITY!

Double sigh.

The uphill struggle is real, everyone. And the massive cynic in me this week places a big part of the problem on the money. What happens when you split your data effectively in half? What will that mean for efficacy and outcomes? Does it put your drug at risk of losing half the population if it’s deemed less effective in one sex? Does it make that drug less commercially viable? How do you break the commercial wheel in 2026? How do you make the people in charge of these decisions care enough? It feels impossible.

Urgh.

I have to move on before my disappointment puts me in a hole of despair that I cannot climb out… And then this issue will never get published.

Hopefully I’ve saved up some cheerier news items… shall we dive in then?

It’s been a while since you’ve had to listen to me gush about Dove… well, that’s changing today because this piece of work for its intensive hair mask - the brand's first with DAVID London - is a riot. r/eal reviews is just that, raw, honest and from the most critical corner of the internet - Reddit. The execution is delightful, a bit more playful than what you’d typically expect from the brand, while staying 100% Dove. That’s all you can expect from one with a strong brand core, right? And DAVID didn’t let it down.

Take a look at the film:

It’s two fingers up to influencer culture and the AI beauty slop that floods our feeds. Something we can all get on board with, I’m sure. Anyone in healthcare looking at this is squirming at the compliance nightmare that real audience reviews invite. But we can still admire the boldness and willingness to put it up for unfiltered scrutiny and let the product speak for itself.

Dive into this great post from Amantha King that challenges some recent backlash to an Australian Pharmacy ad campaign featuring men talking about menopause.

Given the current state of affairs across the Middle East, I’m sure we can all appreciate the need to drive blood donations in the Gulf. Blood banks are under constant pressure, and according to the campaign from Nivea and Saatchi & Saatchi, only 1% of the population donate, and fewer than 40% ever return a second time.

The new campaign from Nivea, Giving Glow, aims to tackle this by positioning blood donation as the ultimate beauty routine. The campaign is packaged up like any good beauty and wellness product launch: PR gifts with a symbolic empty blood bag (as the product), along with blood donor centre information and booking, plus additional activations to encourage habit forming behaviours to reward repeat blood donations.

But it’s the messaging that got me. And not in a good way! Among the benefits listed, the campaign leans heavily into wellness tropes - like reduced stress, glowing skin and collagen boost. And I’m struggling with this… blatant misinformation that wouldn’t be out of place as the latest ‘beauty hack’ on TikTok. 

Where has this come from? There have been experimental studies in mice that suggest blood donation might improve skin ageing through lower iron and inflammation. But we’re talking about preliminary animal research - this hasn’t been proven in humans. And the brains behind this campaign have fallen victim to media spin and anecdotal buzz.

It’s disappointing. Knowing that in healthcare we’re held to such strict standards in our promotion, every claim needs to be referenced… I actually thought this was stricter in the Gulf, especially for personal care brands. Am I wrong? How has this slipped through the net? Send your thoughts on a postcard, please!

Martha’s Rule is making an impact in the UK - launched in 2024 to give patients and their families/carers the right to urgent clinical review of their care. The Guardian reports that over 400 lives may have been saved since its introduction.

📣 Campaign Spotlight

Feel it on the first - CoppaFeel

A little bit of an appreciation post from me now for IWD/Women’s History Month, for CoppaFeel’s social first campaign - #FeelItOnTheFirst. CoppaFeel is a UK based charity that supports education and early detection of breast cancer in young people.

On the first of March, this little post popped up in my feed:

What followed from me was a little dive into the hashtag, a delightful rabbit hole that gave me a new appreciation for the charity and its approach to content creation. It turns a serious topic into relevant and catchy moments to break the scroll. And I personally love that they partner with artists in the development of the content too.

How lovely are these:

Of course, it’s not just pretty content, fit for purpose in the channel sense. The campaign encourages monthly self-checks for breast cancer, and packs in plenty of education to help young people know what’s normal for their body, and to see their GP if something feels off.

To make this a regular habit, you can also set a text reminder through the website or by texting ‘CHECK’ to 82228. Simple.

Keeping with women’s health again - it needs all the air time it can get…

In Wales, at-home urine tests are being developed to help detect early stage breast cancer. The reporting from the BBC also suggests that a similar test is being explored to diagnose endometriosis and polycystic ovary syndrome (PCOS) - both of which have unbearably long diagnostic wait times - so I am all ears.

OK, life got in the way and it’s somehow Monday evening. I think I’ll publish tomorrow morning. Maybe I’ll see you on the commute. And if POPhealth doesn’t keep you busy enough (let’s face it, I’ve sadly become unpredictable in my publishing patterns for a year now), I’ve got a little round up of content for you to consume below:

🎧 Listen: Shadow World - Impulsive - BBC Sounds

📺 Watch: The Ozempic Effect: Beyond the Waistline - Netflix (has finally arrived for UK viewers, after its 2025 release)

📚 Read: Bonding by Mariel Franklin*

*OK, this one was published a couple of years ago, but I read it over Christmas and loved it. I think it’s a must-read for people in pharma marketing, if you can handle the racy moments. Here’s the Guardian review, and if I’ve piqued your curiosity, I’m happy to pass on my copy - so hit reply to claim it!

I’ll be at the PM Society Awards in a couple of weeks, flying the flag for VCCP Health. So if you happen to be there too, please come say hi!

I’m also excited for Sticker Studios’ Women In Film event this Wednesday evening (11th March), hosted in VCCP’s new offices. The event is open to the public, so if you fancy attending, drop me a line, and I can get you more details.

It’s gonna be a busy few weeks!!

As always, a massive thank you to my readers for your continued support. If anything in today’s lot resonated, please pass it on. If it’s your first time here, why not consider subscribing to POPhealth, to get the next issue straight into your inbox- and you can expect more of the same… health, culture and creativity.

Until the next one, good health and good culture 🫰

EML