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.
Avoid “shrink-and-pink” tactics in favor of speaking to the human first and the woman second. Appeal to their active desire to be the best versions of themselves and portray them in marketing messages as actively engaged in decision-making. When women feel a hospital or health system understands the stresses and pressures they’re under, which can be compounded by health problems, they’ll feel reassured that your system can take care of all of their needs.
The full text of this article is available on the Strategic Health Care Marketing site. It includes four solid strategies with 10 components that can help you build successful marketing initiatives to reach female consumers.