How Hospital Marketers Can Anticipate Women’s Questions

How Hospital and Healthcare Marketers Can Anticipate Women's Questions

Answering common concerns can drive volume and preference. 

When a market goes through the kind of wild swings we’ve seen in the healthcare industry over the past decade, it can be hard for marketers to predict the ways consumers will balance their needs against their means to meet those needs. Particularly in healthcare, where costs are spiraling while incomes remain flat, marketers are struggling to know how they can reach their mostly female targets in an effective way.

Fortunately, there are a few constants healthcare marketers can depend on. 

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Getting Them in the Door: Marketing Healthcare to Millennial Women

A generational shift in how patients view primary care providers is causing industry upheaval.

A recent story in the Washington Post reported on a healthcare trend that has primary care practitioners concerned: Millennials are increasingly turning away from primary care and toward options that provide more convenience and price transparency.

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Opportunities to Market Hospitals to Women With Chronic Conditions

A new billing code could help hospitals promote the use of wearables to improve lives for patients with chronic conditions.

Chronic disease is a critical and growing problem for Americans. While women and men experience conditions at different rates, women tend to be affected earlier in life, and thus need care longer. According to the CDC, nearly half of Americans have a chronic disease, and per a March 2018 study in the International Journal of Environmental Research and Public Health, the number is growing.

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10 Tips for Marketing Healthcare to Women

This article originally appeared on Medium.com for the American Marketing Association.

There are many misconceptions around how to best market hospitals and healthcare services to women: Use pink or don’t? Do gendered messages have stronger appeal? Is it okay to skip focus-group testing? Here are 10 tips for crafting more effective healthcare messaging for women.

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Women, Gaslighting and the Power of Respect in Hospital Marketing

How a cultural shift is affecting the healthcare industry

This article previously appeared on Forbes.

Sexism comes in many forms and has profound and lasting consequences, but it’s particularly galling when it happens in a place meant for healing. Because of recent headline stories in publications such as VogueThe Atlantic and The New York Times, as well as documentaries on Netflix and highlights in podcasts, women who have been dismissed or gaslighted by their doctors now know they have strength in numbers. And they’re demanding change.

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Digital Relationship Marketing for Hospitals

Three strategies for continuing the consumer journey after discharge

Every hospital’s duty is to help patients get better so they can go home and, hopefully, never come back. But that doesn’t mean the relationship between hospital and patient has to end at discharge. Hospitals must communicate frequently with their former patients and those patients’ loved ones in order to grow and maintain strong relationships.

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