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.
Telemedicine is more than a nascent trend — it’s here to stay. This article explores how new technology, such as wearables, can help patients with chronic conditions better monitor their health — and how marketers can connect with and drive preference among these chronic care patients before a crisis happens.