12 Million Modern women comprise the better half of Australia’s diverse multicultural society. What are some of their uniting characteristics, whether stay-at-home mothers or successful business women?

In the past, women were heavily socially and politically oppressed, triggering waves of feminist activisms leading to the social and political emancipation of women.

Due to the emancipation of women and the consequent expectations from herself, her family work and society, Modern women now have fast-paced lifestyles. Their day comprises dropping off their children to multiple events each day, helping them with homework, managing their own and their children’s social media issues, engaging in many face to face events, facing employment or business and travel pressures or, more commonly, a complex mixture of all. These commitments leave her less time to attend to personal health, well-being and relaxation.

Moreover, these fast-paced women want convenience when they consider gynaecological care for health or aesthetic procedures; the modern woman is more aware of ageing due to media and the availability of cosmetic surgery, laser and other surgical and non-surgical options. Due to time constraints her health, sexuality and anti-ageing personal desires and needs are frequently given the lowest priority.

For modern women time offline is the enemy so practitioners need to provide:

• Flexible options for the timing of consultations and surgery time
• The smallest intervention possible for the maximum gain, to reduce procedural time and recovery time
• Efficient after-care that fits with their schedules to ensure she complies with care plans and does not compromise her health for the sake of other pressures.
• Clear, efficient and practical communication, kept to the basics to allow for full absorption and follow through

The six Ss of Modern Women are therefore:

Safe: They want care that is proactive, preventative and gives them the greatest health

Sexy: Modern women want to look good and feel good

Serene: They need to know that care givers have their best interests at heart and that in times of need they will be fully supported

Small: Modern women want the smallest intervention, given to provide the best health outcome

Short: Want short downtime and maximum uptime

Solutions: Modern women are solutions-oriented, and need to see gynaecologists who are confident, convenient and able to educate them without making them feel vulnerable.