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.

read more

Creating a Unique Social Voice for Hospital Marketing

Six paths to authentic content and increased engagement

Women are not only the primary decision-makers for healthcare; they’re also more active on social media. Engaging women where they spend their time is crucial to your marketing success. Here are six recommendations for creating a unique and relevant voice on social channels.

read more

Marketing Hospitals to Women: Lessons From the Tech Industry

Avoiding the pitfalls of gender bias

You’ve likely encountered the stereotype that women aren’t as interested in or as proficient with technology as men. But consider how that stereotype might affect marketing innovative hospital services like e-visits, telemedicine and remote physician video chats. That flawed perception could lead to a gender bias that has a negative effect on your hospital marketing efforts.

read more

A Better Mobile Experience for Hospital Marketing

How to increase female patient satisfaction — over the phone

There’s incredible demand these days for proprietary hospital mobile apps, but nobody seems to be getting it quite right. Here are some thoughts and tips to help your organization succeed in this space.

There’s a good reason the female-focused blogs on The New York Times and Wall Street Journal are named Motherlode and The Juggle, respectively. Women are busy; we serve many roles, often at the same time. More than anything else, female healthcare decision-makers want help with the workload. Women are also tech-savvy, more than men at times. Statistics show that mothers are the most active female consumers online and adopt new technologies more quickly than average.

read more

Why Marketing Hospitals to Women Means More Than Pink

Why Marketing Hospitals to Women Means More Than Pink

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. 

read more

How Checklists Can Help Hospital Marketers Reach Women

Checklists can break down complexity, reduce risk and improve connections with female consumers.

I recently listened to a “Hidden Brain” episode about the power checklists have to save lives in hospital settings. By implementing a surgical checklist process, mortality rates can be reduced by as much as 47 percent. They’ve also been shown to reduce gender bias in hospitals, leading to better outcomes for women.

These staggering and fascinating statistics got me thinking about the value of transforming complexity into simplicity to eliminate failure points. There’s a plethora of evidence about how checklists can help reduce human errors in complex fields like medicine and aviation. Could they help hospital marketers do a better job at the complex task of connecting with women? Just as healthcare has become more complex over time and medical professionals have experienced increasing pressure to have ever-greater levels of expertise, a similar shift has happened in marketing healthcare — especially to women.

read more
1 4 5 6