How Hospital Marketing Can Alleviate Women’s Tech Concerns

Showing you know how to handle tech will drive preference for your brand.

While it’s true that women are open to — and even excited about — tech advances in healthcare that make their lives easier, they also have concerns. From the privacy of electronic health records to the reliability of automated medication-delivery systems in hospitals, your female consumers want the best for themselves and their families. You can drive preference for your brand by using your marketing materials to allay their concerns.

Here are four common worries women have about technology in healthcare, and ways you can show your target that you’re getting tech right.

  1. Privacy

With cloud data storage comes risk. Your patients and consumers hear about data breaches all the time, including a big one at Anthem in 2015. It’s natural for them to be concerned about the privacy and security of their medical records at your hospital. You don’t have to build an entire campaign around telling your consumers that their medical information is safe with you, but taking a moment to highlight it in your marketing materials can go a long way toward reassuring them.

  1. Face-to-face interaction

It’s rude when someone at your dinner table pays more attention to their phone than to the people and the meal. The same holds true for medical staff who pay more attention to tech while interacting with a patient than they do to the patient. It might be a necessity for staff to look at a screen while they’re putting in or reading a patient’s data, but breaking that up with eye contact and questions helps decrease the sense a consumer might have that their data is more important than their need to resolve their problem. In your marketing materials, show medical staff using tech as a supplement to patient interaction rather than a means. Your consumers will get the message that your tech is a tool and not a depersonalizing distraction.  

  1. Hard-copy local backups

If a major disaster like an earthquake, hurricane, tornado or flood hits, the very reasons people are coming to your hospital are likely to affect your hospital’s power supply. Do you have hard-copy local backups of your patients’ online medical information? Let your patients and customers know their data is safe and readily accessible no matter the circumstances. 

  1. Costs

Hospitals often tout their state-of-the-art technology as a selling point, but for uninsured or underinsured consumers, this can often say “We’re too expensive for you.” If your high-tech services or service lines cost consumers the same as what those updates replaced, make sure to share that information.

Kathy Selker
I’m Kathy Selker. My work as managing director of Stratos and previously as CEO of Northlich, has taught me a great deal about how hospitals and health systems can best connect with women to make the most positive impact in their lives.
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