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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Earning Early Loyalty With Hospital Marketing

Satisfying multiple dimensions of customer need is key to long-term loyalty.

This article originally appeared on MediaPost.

A few strategies in healthcare marketing can cross industries and help every marketer. Here’s one example of how a specific healthcare marketing challenge — connecting with women who suffer from chronic disease — can offer strategies that apply across industries.

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Hospital Marketing on TV Hinges on Emotion

This article was previously published on Forbes.

Marketing to women still has a long way to go, including for hospitals, with two-thirds of women stating that they feel misunderstood by healthcare marketers. With a global value of over $6.5 trillion, the healthcare market offers a bevy of opportunity to hospitals and other healthcare organizations that show they consider women’s perspectives and experiences important.

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Using Hospital Marketing to Empower Female Caregivers

Five key areas to emphasize

It’s estimated that 66 percent of caregivers are female, middle-aged and working outside of the home. The duty of being a caregiver, whether after a single outpatient procedure or for someone with a chronic condition, is stressful and arduous when combined with an already full work and home life. Fortunately, hospitals can market themselves not only as providers of great medical care, but as a source of guidance and support to empower women to make the right decisions for their family.

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