Following a few key do’s and don’ts can make the difference in driving preference among women for your hospital brand.
In 2012, Bic infamously introduced pink and purple “For Her” pens, packaged in pastel and adorned with a dainty font. The internet took notice and snarky Amazon reviews ensued: “It’s good,” one reviewer wrote, “that Bic [is] finally doing something to aid the plight of women.” Undoubtedly, executives at Bic had hoped to cash in by targeting a female demographic — but without a true understanding of what their female consumers wanted, the effort fell flat.
Since women make the majority of healthcare-related decisions, it’s important to gain a deep understanding of what drives their decisions. Doing so in a way that adds real value, shows commitment to understanding the whole person and fosters dialogue will demonstrate to women why your brand stands apart from the pack — in a good way.