Creating Thought Leadership in MenopauseCreating Thought Leadership in Menopause

Category: Thought Leadership Campaign
Project Name: Creating Thought Leadership in Menopause
Company: Sanoma Media Finland/Sanoma Content Studio and Terveystalo Healthcare

Terveystalo, Finland’s leading private healthcare provider, partnered with Sanoma Content Studio to address the stigma and outdated perceptions surrounding menopause, which affects millions globally and over half a million working women in Finland. Despite the availability of information, many women — especially active women in their forties — did not recognize menopause symptoms, such as sleep, memory, and mood issues, as related to menopause. A survey of 700 women aged 40 to 59 revealed that 64% did not associate their symptoms with menopause, and 77% felt the topic was not discussed enough. Terveystalo aimed to normalize menopause discussions, elevate the topic to societal and workplace conversations, and ensure women received accurate information and treatment.

Sanoma Content Studio developed a strategic always-on content plan to achieve these goals. The strategy included journalistic research, expert interviews, and a comprehensive material bank with key messages and facts reviewed by medical professionals. A campaign landing page served as the hub for expert articles, personal stories, background pieces, and concise fact-based content. The visual style reflected the active target audience, using fresh illustrations and photography familiar from lifestyle and news media. Terveystalo’s spokespeople, including top management and medical experts, were featured prominently across native news platforms, social media, and Terveystalo’s homepage.

By combining relatable storytelling, expert insights, and strategic content distribution, Terveystalo successfully raised awareness, changed societal attitudes, and positioned itself as a thought leader in menopause care, empowering women to recognize symptoms and seek treatment.

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