Sandwich Smarts: Franklin Street 1/19/12

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Hot Mamas on Harleys: What Healthcare Can Learn about Marketing to Women from Top Brands presented by Kenya Gibson and Melissa Speir from Franklin Street

The new face of marketing to women abandons stereotypical attributes and instead focuses on building meaningful, profitable relationship with today’s healthcare consumer. Examine how top brands successfully market key services to women, who make 80% of all healthcare decisions in the household.

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Sandwich Smarts: Franklin Street 1/19/12

  1. 1. LET’S GO MAKE A DIFFERENCE Hot Mamas on Harleys What healthcare can learn about marketing to women from top brands#ISHMPR franklinstreet.com
  2. 2. LET’S GO MAKE A DIFFERENCE Melissa Speir Kenya Gibson VP of Marketing Strategies Director of Client Services
  3. 3. WHAT WE’LL LEARN • What the best brands know about marketing to women • 3 key trends impacting women-focused branding • Case studies from healthcare and outside healthcare • Actionable ways to brand your hospital better to women
  4. 4. THE SECRET TO EFFECTIVEBRANDINGEngaging women across multiple platforms
  5. 5. 3 KEY SHIFTS IN MARKETING TO WOMEN 1. Story Telling to Story Building 2. One Big Screen to Many Little Screens 3. Inspiration to Aspiration
  6. 6. SHIFT #1STORY TELLING TO STORY BUILDINGBranding is no longer a one-way conversation
  7. 7. Nielsen/NM
  8. 8. Nielsen/NM
  9. 9. A DIFFERENT BRIEF FOR STORY BUILDING • What is our audience really interested in? • What ideas can build a bridge from their interests to our brand? • Why might they talk about this idea? • How and where can they get involved? • What will keep the conversation going? Earl Cox, The Martin Agency
  10. 10. SHIFT #2ONE BIG SCREEN TO MANY LITTLETonight, 70% of people watching TV will alsobe doing something else
  11. 11. MOBILE FACTS • Mobile searches quadrupled last year •1 in 3 mobile searches are now local • Americans spend on average 2.7 hours per day “socializing” on a mobile device
  12. 12. “My time to ride”
  13. 13. SHIFT #3INSPIRATION TO ASPIRATION
  14. 14. TAKEAWAYS • 3 key trends impacting women-focused branding • Case studies on creating loyal relationships • Strategies to involve physicians and drive referrals • Ideas for identifying opportunities that impact the bottom line
  15. 15. Questions? @franklintweets facebook.com/franklinstreet franklinstreet.com gojunto.com (blog) mspeir@franklinstreet.com kgibson@franklinstreet.com
  16. 16. Thank you @franklintweets facebook.com/franklinstreet franklinstreet.com gojunto.com (blog) mspeir@franklinstreet.com kgibson@franklinstreet.com

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