While hospitals cater to everyone, their most influential consumers are women, who make 80 percent of healthcare decisions in America. It’s important to segment and target by gender, but remember that women prefer gender-neutral marketing messages. With recent social media movements toward greater equality for women (in all realms, not just healthcare), women are more sensitive than ever to gendered messaging, and they dislike feeling pandered to.
This article was originally published by the American Marketing Association.
America’s shifting demographics are highly visible in the millennial generation. Consisting of about a third of Americans, this generation is far more racially diverse than any generation before it. Millennial women’s attitudes toward health and the healthcare system are different than previous generations, too, and millennials are consuming healthcare in different ways than older generations did.
I recently sat down with Viddler co-founder Donna DeMarco to discuss how hospitals are increasingly marketing to their own employees in the form of internal marketing campaigns. Viddler is an interactive video hosting platform that helps healthcare organizations build better internal cultures. Below is a post they wrote about our interview, which includes topics like trend-spotting, crafting messages, gathering info and finding patterns. You can also check out the post on the Viddler blog.
This article originally appeared on Forbes.
The importance of clear, concise and effective internal communications within hospitals can’t be overstated. At stake are staff relationships, operational efficiency and, most importantly, patient safety. Marketers can help hospitals maximize the efficacy of their internal communications. From creating equity messaging to conveying information about organizational restructuring to helping employees feel heard by management, marketers can help internal teams in hospitals communicate better.
This article was originally published on MediaPost.
Femtech, the application of technology to track and advance women’s health, has evolved over the past few years to improve women’s relationships with their healthcare providers and to give women a greater sense of autonomy over their bodies and health.
Healthcare is a topic that generates huge online search volumes; just about everyone has Googled a symptom or researched a diagnosis on a medical website. According to Pew, 80 percent of people look to search engines first when seeking health information.
This article originally appeared on Forbes.
People who suffer from obesity, and particularly women, have for a long time received a resounding message from popular culture: You eat too much. You don’t exercise enough. You lack self-control. In short: If you’re overweight, you have no one to blame but yourself.
This article first appeared on MediaPost.
As consumers take on an ever-greater burden for their own healthcare costs in the form of rising deductibles, copays and premiums, they have more buying power to choose where, when and how to purchase insurance and healthcare services. In order to enable consumers to make more informed, active healthcare choices, marketers need to get to know them better by segmenting according to needs and wants, not demographics.
AI is shaping the present and future of healthcare delivery, and women are taking note. Accenture reports on five trends in how the technological evolution is playing out.
Accenture Consulting recently published a report that outlines five exciting AI trends in healthcare. The report points out opportunities and obstacles inherent in the rapid innovations in medical technology and suggests a number of solutions that can help healthcare providers deliver better care to patients. Below, I’ve summarized the report’s main points and included some thoughts about how healthcare marketers can use this information to connect with women.
A consumer survey on the adoption of digital health services sheds light on opportunities for hospital marketers.
Rock Health recently released results from their fourth national consumer survey on digital health services adoption. Using responses from 4,000 U.S. adults ages 18 and older, the longitudinal data set offers insights into how consumers use and feel about trends like wearables, live-video conferencing and data-sharing.