The Unsung Heroes: Why Healthcare Marketing Must Embrace the Rise of the Caregiver

The healthcare landscape is undergoing a profound transformation, and at its heart lies an often overlooked, yet absolutely critical, figure: the caregiver. Our recent "Agility: Hype to Hope to Health" event brought this reality into sharp focus during our panel, "The Rise of the Caregiver."

It was a privilege to moderate a discussion with such inspiring women – Dr. Robyn Roth, Radiologist and Founder of The Boobie Docs; Erica Taylor, CMO, Genentech; and Susan Dorfman, CEO, CMI Media Group – whose raw and honest stories illuminated the multifaceted realities of caregiving.

The panel's synopsis perfectly captured the essence: "From navigating complex medical journeys to providing essential daily support, caregivers are unsung heroes, profoundly impacting patients' outcomes and wellbeing." This isn't just a sentiment; it's a call to action for the entire healthcare industry, especially for us in marketing. We must better recognize, support, and empower this vital community.

The Reality of “Always on Edge”

Erica Taylor, CMO at Genentech, shared a deeply personal and powerful account of her journey as a caregiver for her husband, who underwent a liver transplant. Her story painted a vivid picture of constant vigilance, the logistical nightmares of balancing a demanding career with family life, and the emotional toll of being "always on edge."

She spoke of booking business trips and family vacations with uncertainty, and the heartbreaking reality of telling her children, "your dad went back in, so we're going to order DoorDash and we're going to have dinner at the hospital tonight." This isn't just a personal narrative; it's a window into the lives of millions of caregivers who are silently shouldering immense burdens.

My own experience, as my father stepped into the role of caregiver for my mother, brother and I at a young age, resonated deeply with Erica's story. The "traditional man” while always the loving and nurturing father, was now suddenly thrown into a new and unexpected role, highlighting how quickly roles can reverse and how unprepared we all are.

Dr. Robyn Roth, a breast radiologist, echoed this, observing that a life-changing diagnosis "affects the whole family." She noted that caregivers "have to step up in ways that they never stepped up before," often carrying a "silent burden" while becoming secretaries, advocates, and emotional anchors.

The Silent Struggle: A Plea to Be Seen

 The emotional weight carried by caregivers is immense, and it often goes unseen. Susan Dorfman, CEO of CMI Media Group, shared a profoundly moving plea at the Agility event: "See us, see us, budget for us, help us anticipate our needs." She described the isolation and silent struggle, the moments when a vulnerable person "goes to the bathroom, turns on the shower and cries because nobody sees us."

This powerful testimony, born from her own experience caring for her parents, underscores a critical gap in how the healthcare ecosystem currently supports these individuals. When her father received a cancer diagnosis, she recounted, "everything else stopped. I didn't hear a single thing that the doctor said." This is a universal experience for caregivers, highlighting the urgent need for clear, accessible, and empathetic communication.

Breaking the Cycle: From Guilt to Permission

A significant challenge for caregivers, as Dr. Chadi Nabhan pointed out during the panel's Q&A, is the "guilt expressing any issues that they're facing." They often feel they shouldn't complain because their loved one is the one suffering. Susan Dorfman, with characteristic honesty, admitted to being "the queen of guilt," often putting on a brave face while privately struggling.

Erica Taylor offered a powerful antidote: "the antidote to guilt is permission." She spoke of giving herself permission to prioritize her own well-being, even if it meant being an hour late to see her husband post-op because she needed that time for yoga. This self-care isn't selfish; it's essential for sustained caregiving.

So, what does this mean for healthcare marketers? It means we must fundamentally shift our perspective. We have historically placed the "patient in the middle," and rightly so. But as Susan Dorfman passionately argued, "next to every patient there is that caregiver, and I beg you to please not forget them because we need you."

This is where innovation, content, and partnerships come into play. We need to:

1: Listen Actively

As I noted during the panel, "we need to listen more." This isn't just about market and social research; it's about deep empathy. What are their tangible needs? What information do they seek? What support systems are missing? Dr. Robyn Roth's informal poll of her social media followers echoed Susan's sentiment: "see us."

2: Anticipate Needs Beyond the Pill

Caregivers need more than just information about the patient's condition or medication. They need tools, resources, and practical support. Dr. Roth suggested that AI could be a "really great tool" to help caregivers understand radiology reports or know "what questions to ask the doctor."

Erica Taylor's experience with Mayo Clinic's text updates during her husband's surgery perfectly illustrates the power of "the right message at the right time, in the way that you needed." It wasn't a human call, but it was precisely the information she needed, delivered effectively.

3: Budget for the Caregiver

This is perhaps the most critical point. As Susan Dorfman highlighted, "We don't put any budget into the caregiver,” and I cannot stress enough: This must change. If we acknowledge their profound impact on patient outcomes and wellbeing, then our media and advertising budgets must reflect that.

This means creating campaigns specifically tailored to caregivers, addressing their unique challenges, and offering solutions. Imagine a campaign sponsored by a brand that tied to "Uber or DoorDash gift cards" for caregivers, as Dr. Roth suggested, acknowledging the everyday logistical burdens.

4: Build Community and Offer Permission

Social media, as Dr. Roth noted, is a "great resource to acknowledge the caregiver community and also find support." Brands can facilitate these communities, offering a safe space for caregivers to share, connect, and receive validation. We can provide the "permission to feel" that Susan and Erica spoke of, helping to alleviate the pervasive guilt.

The rise of the caregiver is not just a demographic trend; it's a fundamental shift in the healthcare dynamic. These individuals are decision-makers, advocates, and essential partners in the patient journey. For pharmaceutical and life sciences brands, recognizing and actively supporting caregivers is not merely a compassionate act; it is a strategic imperative.

By truly seeing them, listening to their needs, and dedicating resources to their support, we can build deeper trust, foster stronger brand loyalty, and ultimately contribute to better health outcomes for everyone involved. It's time to put the caregiver squarely in the middle, right alongside the patient.

Julie Hurvitz Aliaga is EVP, Innovation, Content and Partnerships at CMI Media Group. For more information visit: cmimediagroup.com