Fierce Empathy
Rather than leading with a clinical lens, we created a framework that allowed women to speak about their bodies—and their confidence—without fear or shame. Through projective exercises, guided conversation, and empathetic listening, we shifted the conversation from infections to identity, from conditions to confidence.
Radical Collaboration
By engaging both patients and professionals—pharmacists and gynecologists—we unearthed shared gaps in prevention, treatment, and emotional support. These insights created alignment between business and care, showing the power of cross-disciplinary storytelling.
We reframed the brief to connect with patients as women first—not just medical cases.
We created a safe space for women to speak openly about a stigmatized topic.
This project showed how taboo topics can be turned into strategic growth opportunities.
Addressing Vaginal Health with Empathy and Cross-Cultural Sensitivity
Call for Change
The resulting strategy helped humanize the category. It redefined how the brand connects with women globally, built a more culturally sensitive roadmap, and demonstrated that intimate care can—and should—be a conversation about self-worth, not just symptoms.
A global pharmaceutical company needed to reimagine its approach to feminine health—moving beyond clinical language and functional benefits to create a more meaningful, human connection with women across cultures. Innate Motion helped them listen with empathy, reframe their product architecture, and shift from science-led to human-led storytelling.
“This work reminded us that addressing a woman’s needs starts with acknowledging her humanity. Empathy became the starting point for strategy—and a competitive edge.”
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