For about 50.8% of the population*, this won’t shock you. Women – like the working mothers of young children profiled in this article – tend to be major multi-taskers.

It may not come as a surprise to many, but it is worth thinking about, especially for those of us in the business of trying to engage people in conversation about topics beyond field trip permission slips – such as how we care for our health.

At Eliza we do a lot of looking at different population segments and developing messaging that will resonate based on key characteristics – from traditional socio-demographic things like lifestage, gender, region, and clinical conditions as well as more unorthodox markers that get at people’s motivation, behaviors, and attitudes around their health.

Beyond this, there are these ‘lifestyle’ categories – like the bleary-eyed new mother trying to keep it all together – that also inform the way we approach and engage. We know that talking about whether or not you’ll get that recommended mammogram, or why you’re not refilling your prescription, or your satisfaction level with your doctor might be last on your list of things to do.

But it’s important to acknowledge these realities that exist in the lives of the people we’re reaching out to. So we design our interactions accordingly. And if we can get through to you before the pasta boils over on the stove, and get you to really think about why you can’t put off that preventive screening any longer, and if we can actually help you cross one thing OFF your to-do list by transferring you in real time to schedule an appointment, then we will have helped.

As for mountain of dirty laundry piling up, it can wait another day. And believe us, we empathize.

*percent of US population that’s female according to 2010 US Census data