This post was originally published on SHSMD.
Women have been a powerful force in purchasing decisions for decades, and nowhere is that more evident today than in healthcare decision-making. Marketers who don’t have a strategy to target messaging to women in ways that reflect that reality are missing out. Here’s why:
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.