Building On Line Health And Wellness Brands


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Over 46% of women are going on line, and participating in social media to some degree for health and wellness searches.

Our Real Women on Health! offering is supported by candid conversations and expert commentary from mid-life women and those they trust the most: other women like them and healthcare professionals.

Our content and insights methodology break through the barriers around "difficult to discuss" conditions, creating an engaging platform.

Find out how our already existing inner circle of women's health advocates can help you build your brand.

Published in: Health & Medicine, Education
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  • … and it’s a good thing. Increasingly, Women have no time to shop and when they do, they typically shop for more than just themselves so the internet has become an efficient way for women to shop. In addition, the power of boomer women word of mouth is more productive than that associated with younger women.
  • No surprising fact from an anthropological standpoint,but it has huge implications from the standpoint of building social networks to influence women. Women typically gather information until they have assembled several different viewpoints to make a purchase. Men are much more direct , linear and transactional in their approach. So, the nature of social networking is very appealing to women who have been networking with or without the web for a long time.
  • .Combine that with the fact that female consumers of all ages make more than 80% of discretionary purchases, and it's no wonder baby boomer women are in the spotlight.
  • Trust requires some level of transparency. That’s why women turn to each other. They trust women like them for inspiration, support encouragement and advice. This is fundamentally a new pathyway for brand building that is not reliant on controlled marketing messages. It’s all about co-creation.
  • Health and wellness is a high interest topic for women, especially women over 40 as the idea if prevention, empowerment and healthy aging come into play…for themselves, their family, their friends and their workplaces.
  • Building a community with women interested in health and wellness content must take into account the lifestage women are in…not just age. So, yes, we’re over 40 but after that…it’s about atitude towards health, how health meets life, and how proactive a women wants to be. And, about the voice…that is somethuing that all communities must identify to be distinctive…what’s your voice?
  • It’s no secret that Women pack a one two punch of purchasing power and decision making authority. They have control over 50% of the wealth in the country, and more than 10 million companies are women-owned. So, when we’re asked isn’t the women’s market a niche market, we say not if they are responsible for over 80% of purchasing decisions in the household and most of the B2B decisions in small businesses today. So, whether you’re Dell or Johnson & Johnson or Canyon Ranch the market that you’re interested in is “your women’s market” … and not the broader, ubiquitous “pink” women’s market.
  • Building On Line Health And Wellness Brands

    1. 1. Why on-line communities for women build your healthcare brand.
    2. 2. Reason 1 The internet has changed the way we buy.
    3. 3. <ul><li>74% of consumers shop online before they buy offline </li></ul><ul><li>70% of all on-line purchases are made by women, the majority are over 45 years old </li></ul><ul><li>85% are looking for independent reviews </li></ul><ul><li>Source: comScore and Brainloaf/BarnRaisers Group Study </li></ul>
    4. 4. Reason 2 Women are more social than men
    5. 5. <ul><li>225,000,000 actively use social media </li></ul><ul><li>65% are women </li></ul><ul><li>60% are boomers </li></ul><ul><li>55 + females are fastest growing segment on Facebook </li></ul><ul><li>Source: comScore and Nielsen </li></ul>
    6. 6. Reason 3 Women trust women like them and use social media differently
    7. 7. <ul><li>“ We are losing trust in the government, politicians, the media and many corporations. But as it turns out, we trust each other .” </li></ul><ul><li>Elisa Camahort Paige, Co-Founder, BlogHer </li></ul>
    8. 8. Reason 4 The influence of health and wellness conversations extends exponentially
    9. 9. <ul><li>46% use social media for health & wellness search </li></ul><ul><li>75% caregivers are women </li></ul><ul><li>52% of searches are done for someone other than the user </li></ul><ul><li>Source: iCrossing, Jan. 2008 and Pew Institute Research, June 2009 </li></ul>
    10. 10. Build Your Brand with Real Women on Health!
    11. 11. Connection Insights and Advocacy
    12. 12. Candid Conversations ..with Expert Commentary
    13. 13. RWOH Social Network
    14. 14. There is no “women’s market” – only “ your women’s” market
    15. 15. E-Mail [email_address] for our newsletter on how to build your healthcare brand with women on-line
    16. 16. Bios
    17. 17. Kelley Connors Founder, Community Host Real Women on Health!   Kelley Connors is women’s health marketer, advocate and PR strategist who engages women as consumers, caregivers, career women and agents of change in health and wellness conversations. As women’s wellness coach, on-line radio host and marketer, she understands issues related to women over-4o and empowers them to be their own best health and wellness advocate. On behalf of hospitals, insurance companies, pharmaceutical companies and schools, Kelley leverages her expertise in PR, social media, and women's health to create high engagement programs via web, social media and at live events to inspire action for healthy living. Her tangible successes include improved customer experience, media results and new business solutions that advance women’s health. Ms. Connors has worked with a wide variety of health care companies, such as Eli Lilly, Bausch & Lomb, Pharmacia, Serono, Boehringer Ingelheim, the Ms. Foundation for Women, Medialink, the Multiple Myeloma Research Foundation, AIM at Melanoma, and Dartmouth Hitchcock Medical Center/Pfizer. She is also a women’s wellness coach, and graduate of Wellcoaches, and is a certified yoga instructor with Yoga Alliance. Ms. Connors received a Masters in Public Health from Boston University School of Medicine. She is active in the Healthcare Businesswomen’s Association and Women Business Leaders in the US Healthcare Industry.
    18. 18. Rob Petersen Chief Community Officer   Rob Petersen solves marketing problems with insights that change relationships between consumers and brands. Through listening to constituents and interpreting data and measurements, his business strategies have helped build major brands, sometimes from scratch. It has also led to his thought leadership in the emerging channel of social media and online communities . Rob has been recognized by the American Marketing Association for building billion dollar businesses multiple times. He has developed game changing consumer relationship platforms that have propelled brands from Abbott, Coca-Cola, Johnson & Johnson, MasterCard and Pfizer to market leadership. Rob is Founding Partner, President, of BarnRaisers, a company that develops social media strategies and builds online brand communities. Prior to founding the company, Rob was EVP/Chief Strategy Officer for Omnicom. He has also held leadership positions at FCB, Euro RSCG and Saatchi & Saatchi. Rob is a graduate of Colby College in Waterville, Maine. He speaks on a regular basis at advertising, marketing and social media functions and holds workshop on brand communities and social marketing.