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.
Healthcare is a topic that generates huge online search volumes; just about everyone has Googled a symptom or researched a diagnosis on a medical website. According to Pew, 80 percent of people look to search engines first when seeking health information.