POISE® LAUNCHES INITIATIVE WITH POTENTIAL TO BRIDGE THE GAP FOR WOMEN IN RURAL HEALTH DESERTS

Rhea-AI Summary

Poise®, the leading brand for light bladder leak protection, has launched a new initiative focusing on women's health in rural areas. The company unveiled a documentary highlighting healthcare challenges in rural health deserts, which comprise 80% of U.S. counties where only 6% of OB-GYNs practice.

The initiative addresses a significant healthcare gap, as approximately 2 million women enter perimenopause and 1.3 million become menopausal annually in the U.S. A notable concern is that 25 million U.S. women experience bladder leaks but don't acknowledge the issue.

Poise® is collaborating with scientists to explore innovative testing possibilities using dry urine extracted from pad materials to detect perimenopause and menopause indicators, as well as conditions like UTIs and diabetes. The documentary, directed by Oscar and Emmy-nominated Sara Nesson, is available at Poise.com/dropsofhope.

Positive

• Potential development of innovative diagnostic technology through pad material testing
• Market leadership position in light bladder leak protection
• Strategic initiative addressing large untapped market of 25 million women

Negative

• rural healthcare infrastructure affecting product accessibility
• High dependence on scientific research success for new diagnostic technology

News Market Reaction

+1.73%

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+1.73% News Effect

On the day this news was published, KMB gained 1.73%, reflecting a mild positive market reaction.

Data tracked by StockTitan Argus on the day of publication.

THE NUMBER ONE BRAND FOR LIGHT BLADDER LEAKS DEBUTS DOCUMENTARY FILM SHINING A LIGHT ON RURAL HEALTH DESERTS IMPACTING PERIMENOPAUSAL AND MENOPAUSAL WOMEN 

CHICAGO, April 10, 2025 /PRNewswire/ -- Women in America's rural health deserts are struggling – in silence. Poise®, the number one brand for light bladder leak protection, is committed to ensuring that health discussions are openly addressed. As the leading brand for light bladder leaks, Poise® is exploring innovative solutions to provide women with accessible health information about perimenopause and menopause. 

In rural areas, many women lack sufficient access to gynecologic care and essential health checkups. Health deserts–primarily rural areas across the U.S. with limited access to adequate healthcare–make up 80% of the country's counties.¹ Remarkably, only about 6% of the nation's obstetricians and gynecologists practice in rural areas,² leaving countless women with limited direct access to healthcare. Each year, approximately 2 million women in the U.S. enter perimenopause,³ and approximately 1.3 million women become menopausal.⁴ With little to no education of what perimenopause or menopause means, many women don't understand their symptoms – let alone understand how to treat them.⁵

For perimenopausal and menopausal women in rural areas specifically, the lack of resources can make it more challenging to understand and manage the symptoms. One potential symptom of menopause is bladder leaks, a symptom many women feel ashamed to talk about, yet 25 million U.S. women experience this symptom in some form, but do not acknowledge the issue.⁶

Poise believes that, through a new collaboration with scientists, dry urine may be able to be extracted from the material used in pads and tested for indicators related to perimenopause and menopause. The research could one day drive real change in how key health information is uncovered, leading to the detection of conditions like urinary tract infections and diabetes.

"Every woman deserves access to essential health information, no matter where she lives," said Katie Moran, President of Adult and Feminine Care at Kimberly-Clark. "Women in rural health deserts face significant barriers, and Poise is committed to helping them have greater access to information about perimenopause and menopause."

To amplify Poise's research, the brand traveled across America to hear firsthand from women in rural health deserts about the struggles they face as they enter perimenopause and menopause. Their powerful stories are captured in a compelling new film shot by Oscar and Emmy-nominated director Sara Nesson and is available now at Poise.com/dropsofhope. 

For more information about this initiative and to watch the film, visit Poise.com/dropsofhope.

About Kimberly-Clark
Kimberly-Clark (NYSE: KMB) and its trusted brands are an indispensable part of life for people in more than 175 countries. Fueled by ingenuity, creativity, and an understanding of people's most essential needs, we create products that help individuals experience more of what's important to them. Our portfolio of brands, including Huggies, Kleenex, Scott, Kotex, Cottonelle, Poise, Depend, Andrex, Pull-Ups, GoodNites, Intimus, Plenitud, Sweety, Softex, Viva and WypAll, hold No. 1 or No. 2 share positions in approximately 70 countries. We use sustainable practices that support a healthy planet, build strong communities, and ensure our business thrives for decades to come. We are proud to be recognized as one of the World's Most Ethical Companies® by Ethisphere for the seventh year in a row and one of Fortune's Most Innovative Companies in America in 2024. To keep up with the latest news and to learn more about the company's more than 150-year history of innovation, visit the Kimberly-Clark website.

Media Contact:
Weber Shandwick
RBalderramos@webershandwick.com 

Kimberly-Clark Media Relations
Media.relations@kcc.com

^[1] Nguyen, A., et al., Mapping healthcare deserts: 80% of the country lacks adequate access to healthcare. GoodRx. September, 2021.
^[2] Statz, M. and K. Evers, Spatial barriers as moral failings: What rural distance can teach us about women's health and medical mistrust author names and affiliations. Health Place, 2020. 64: p. 102396.
^[3] Wegrzynowicz, A.K., et al., Insights into Perimenopause: A Survey of Perceptions, Opinions on Treatment, and Potential Approaches. Women, 2025. 5(1): p. 4.
^[4] https://www.ncbi.nlm.nih.gov/books/NBK507826/m
^[5]  Atomik Research Online Survey sponsored by Poise, 1,114 women between the ages of 34-65 throughout the U.S., March 34-25, 2025.
^[6] Burke Inc. Consumer Habit and Attitudes Study sponsored by Kimberly-Clark, 5,131 U.S. females ages 20-85, 2023.

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SOURCE Kimberly-Clark Corporation

FAQ

What percentage of U.S. counties are considered healthcare deserts according to Poise's initiative?

80% of U.S. counties are considered healthcare deserts, with access to adequate healthcare.

How many women enter perimenopause annually in the United States?

Approximately 2 million women in the U.S. enter perimenopause each year.

What innovative research is Poise developing for women's health monitoring?

Poise is researching the possibility of extracting and testing dry urine from pad materials to detect perimenopause, menopause indicators, UTIs, and diabetes.

How many U.S. women experience bladder leaks but don't acknowledge the issue?

25 million U.S. women experience bladder leaks but do not acknowledge the issue.

What percentage of U.S. obstetricians and gynecologists practice in rural areas?

Only about 6% of U.S. obstetricians and gynecologists practice in rural areas.