Defining the "Careguider"

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This is an older, though slighlty updated, presentation that we gave to a group defining the "careguider" and showing how important "she" is in healthcare buying decisions.

This is an older, though slighlty updated, presentation that we gave to a group defining the "careguider" and showing how important "she" is in healthcare buying decisions.

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  • Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  • Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  • Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  • Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  • Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  • Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  • Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  • Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  • Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  • Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  • Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  • Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  • Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  • Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  • Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  • Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  • Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  • Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  • Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  • Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  • Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  • Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  • Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  • Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  • Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  • Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  • Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  • Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  • Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  • Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.

Transcript

  • 1.  
  • 2. Title slide
  • 3. Our Process
      • Listen
      • Identify goals
      • Identify audiences
      • Research
      • Start digital
      • Carry elements through
      • Measure
      • No surprises
  • 4. Strong relationships that are backed by performance produce results.
  • 5.  
  • 6. Facts about her
    • Who is she ?
      • She is the mother of children
      • She has a living parent(s)/or grandparents
      • She is typically between the ages of 32-55
      • She is active in her community
      • Technically savvy
      • Generally well-educated
      • Has experience in the work place
      • Likes to have FUN with her family
      • Defines family not as nuclear, but as extended
  • 7. Facts about her
    • Who is she ?
      • [Typically] is a 46-year-old woman who works outside the home while taking care of a relative, according to AARP.
            • ABC NEWS June 25, 2007
  • 8. Facts about her
    • Who is she ?
      • AARP and the National Alliance for Caregiving estimate that 61% who voluntarily care for elderly relatives are women.
            • ABC NEWS June 25, 2007
  • 9. Facts about her
    • Who is she ?
      • USA Today/ABC NEWS/Gallup Poll 41% of baby boomers who have a living parent take care of them, with personal help, financial assistance or both.
            • June 2007
  • 10. Facts about her
    • Who is she ?
      • Of the boomers who are not currently providing care assistance for parents now, 37% think they will in the future; and of that group, half say they are concerned about their ability to do so.
            • USA Today/ABC NEWS/Gallup Poll June 2007
  • 11. Facts about her
    • Who is she ?
      • In-home care, multigenerational homes, massive financial commitments to elderly care, these are the extreme realities. However, they set the stage for attitudes, beliefs, desires and concerns of this important demographic for all healthcare-related companies, especially medical device manufacturers and marketers.
  • 12. Facts about her
    • Who is she ?
      • Let’s meet this powerful, fun, thoughtful, concerned, involved, savvy mother/daughter.
        • The CAREGUIDER
  • 13. Facts about (continued)
  • 14. Why care?
    • Why you should care who she is
      • “ Careguider”
      • Healthcare decision-maker
      • Healthcare decision influencer
      • Controls much of the family budget
  • 15. Why care?
    • Why you should care who she is
      • $he knows how to $pend it
        • Nielsen/NetRatings Survey 2004 (working women 25-54)
        • The primary decision-maker within the household for:
        • Self Shared
          • Healthcare products and services: 76% 22%
          • Furniture/Home Accessories 50% 46%
          • Retail (clothes, shoes, accessories) 79% 20%
  • 16.  
  • 17. Reaching her
    • How to reach her
      • Traditional advertising
      • Online
      • Local level (critical)
  • 18. Reaching her
    • How to reach her
      • Traditional advertising
        • Broadcast/Cable Television:
          • 12% do not watch
          • 20% watch 2-4 hours/day
          • 18% watch 1.5-2 hours/day
          • More women than total audience watch TV from 10am-4pm
        • Direct Mail:
          • 53.6% do not read
  • 19. Reaching her
    • How to reach her
      • Traditional advertising
        • Newspaper:
          • 51.2% do not read
          • 18.5% read for 16-30 minutes/day
          • 10.4% read for 46-60 minutes/day
        • Radio:
          • 36.5% do not listen to radio
          • Those who do: Soft Adult Contemporary; Religious; Adult Contemporary; Jazz; Gospel (more than 25% of total audience)
  • 20. Reaching her
    • How to reach her
      • Traditional advertising
        • Cable Television Habits (national cable networks with 1/4 th to 1/3 rd of total audience women 35-54):
          • Fine Living Oxygen Nick at Nite
          • SoapNet Lifetime Movie Network TV Guide
          • HSN Hallmark Channel ABC Family
          • Style Nickelodeon
          • HGTV TLC
  • 21. Reaching her
    • How to reach her
      • Traditional advertising
        • Cable Television Habits (national cable networks with less than 10% of total audience women 35-54):
          • ESPN (all) Military Channel FSN
          • G4 Versus Speed
          • Outdoor Golf Comedy Central
  • 22. Reaching her
    • How to reach her
      • Traditional advertising, comparisons
        • All Audience Women 35-54
        • Magazines: 11.4 issues/month 12.6 issues/month
        • Newspapers: 20 (in 28 days) 18.9 (in 28 days)
        • Radio: 74.4 hours/month 68.8 hours/month
        • Outdoor: 147.9 miles in week 144.6
        • TV Prime: 121.6 hours/week 114 hours/week
  • 23. Reaching her
    • How to reach her
      • Online
        • More women than men are online overall (51%)
        • Online working women are heavy consumers of TV, the internet, radio
        • 60% spend more than 1 hour/day on internet
        • The web is a key component of all purchase decisions
        • 90% “conduct more product research online” than off
  • 24. Reaching her
    • How to reach her
      • Online
        • Use the internet for education, research, among other purposes
        • Define internet as “a basic instrument, not a luxury item”
        • 80% of working women spend over an hour watching TV on an average weekday
        • 60% spend over an hour online (excluding email!)
  • 25. Reaching her
    • How to reach her
      • Online
        • More than half of the women surveyed say they would remove newspapers, television or magazines from daily routine to save time
        • 70% say they are unlikely to remove radio or the internet to save time
  • 26. Reaching her
    • How to reach her
      • Online
        • 54% strongly agree and another 33% agree somewhat that they conduct more product research online than they would be able to from any other source
        • 68% agree that they are better informed in making health/medical decisions because of online research (only 13% disagree with this statement)
  • 27. Reaching her
    • How to reach her
      • Online
        • Of the women surveyed, 60% recommend using the internet in an advertising campaign aimed at reaching them, compared to 41% saying TV, and 31% recommending direct mail
  • 28. Reaching her
    • How to reach her
      • Online
        • The internet was cited as very important or somewhat important by 77% of respondents when looking for health information; only 18% said it was not important
        • 57% said they researched drugs in last 12 months
        • 39% researched healthcare providers
        • 33% researched health and welfare of friends and family
  • 29. Reaching her
    • How to reach her
      • Online
        • The type of sites used for info to help make healthcare decisions:
          • Health/Medical web sites: 74%
          • Women’s sites: 41%
          • Portals/Search Engines 38%
          • News sites: 31%
          • Don’t use Internet: 14%
  • 30. Reaching her
    • How to reach her
      • Online
        • The type of sites used for info to help make healthcare decisions:
          • Health/Medical web sites: 74%
          • Women’s sites: 41%
          • Portals/Search Engines 38%
          • News sites: 31%
          • Don’t use Internet: 14%
  • 31.  
  • 32. Messaging to her
    • What are the messages
      • Lifestyle
      • Speak her language
      • Speak to her “motherliness”
      • And for goodness sakes, Research, Research, Research!!!!!!!! !!(for extra emphasis, bold) check
  • 33. Messaging to her
  • 34. Messaging to her
  • 35. Messaging to her
  • 36. Pads
    • Consultation Pads
  • 37. Patient resources
    • Patient ID Cards
    • Patient Ambassador Programs
  • 38. Digital
    • Rich Media E-mails
  • 39. Digital
    • Social Networking sites
      • Twitter
      • Facebook
      • These replace “viral” emails in many instances, and act as a way for word-of-mouth marketing and testimonials and guidance to work, the way most “careguiders” want to be communicated to
  • 40. Sites that work for you
  • 41. Sites that work for you
  • 42. Sites that work for you
  • 43. Sites that work for you
  • 44. Pitfalls to avoid
    • What doesn’t work
      • Mixed messages
      • Going “too old” with placement & message
      • Refusing to attract her children
      • Not providing detailed and adequately documented resources
      • Not helping her discuss her concerns locally
        • With friends, other users, support groups, physicians
  • 45.