The data: Women are responsible for 80% of all healthcare decisions made in the US, yet aren’t accurately represented in medical marketing, according to a new report from the Association of National Advertisers’ SeeHer initiative.

• The report was developed alongside SeeHer members Abbott Laboratories, CVS Health, and healthcare marketing thought leader Cassandra Sinclair.

Digging into the data: The research reveals that only one-third of all pharmaceutical and healthcare advertising accurately portrays women.

This has spurred feelings of disconnect and left women wanting more. In fact, over 50% of women desire more realistic portrayals of themselves in pharma advertising.

Why it matters: The importance of accurately representing women in advertisements can’t be understated given their outsized buying power and decision-making influence.

• Women drive over $30 trillion in annual consumer spending and make 85% of all purchase decisions, per Girlpower Marketing.