By Renee Fraser, PhD – CEO, Fraser Communications 

In most households, women are the ones managing the family’s health. They’re the ones researching pediatricians, booking annual checkups, refilling prescriptions, and—let’s be honest—reminding their partners to schedule that long-overdue physical. Many women I know, myself included, have called the doctor’s office on behalf of our husbands more than once. 

That reality is why so many healthcare campaigns (rightly) focus on mothers. Women are the decision-makers, the drivers of care, the ones trusted to notice when something feels off and to act on it. But if we want to improve outcomes—whether for children, parents, or partners—we can’t afford to overlook the other half of the parenting equation. 

Because while moms may drive the decisions, dads shape the outcomes too. 

Moving from Informed to Involved 

At Fraser Communications, we’ve worked with a wide range of health and wellness brands—from hospitals and insurance providers to early childhood organizations—and we’ve seen the same pattern: when men are intentionally brought into the conversation, they show up. They get more engaged. And that engagement has ripple effects—on health behaviors, household routines, and even how children perceive and value wellness long-term. 

In campaigns we’ve led, we’ve featured fathers not just as supporting characters, but as active participants—taking their children to the dentist, preparing healthy meals, encouraging mental health conversations. And when audiences see dads in those roles, something shifts. It signals that health isn’t just a “mom thing.” It’s a family value. 

This isn’t just about optics. It’s about activating a broader base of influence. 

Health Brands Can’t Afford to Ignore Half the Household 

If you work in healthcare—whether you're marketing a hospital, insurance product, app, or wellness brand—your audience is broader than you think. Yes, moms are still the default gatekeepers. But when dads feel invisible in your messaging, they’re less likely to take action. 

That’s a missed opportunity—not just for marketing, but for outcomes. 

Dads matter. Their behavior matters. Their emotional and physical health matters. And the more they see themselves reflected in your messaging, the more likely they are to engage in ways that support the whole family’s well-being. 

Let’s Celebrate the Whole Family in Healthcare Marketing 

As we celebrate Father’s Day this year, let’s think beyond the card and the tie. Let’s think about the role fathers play in shaping the health and habits of the next generation—and the responsibility we have as communicators to meet them there. 

Don’t just target moms. Include dads. Show them. Speak to them. Empower them. 

Because a campaign that reaches the whole family leads to better health for all.