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Marketing Health Care Services Through Women

Marketing Health Care Services Through Women

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Medical  Alley Presentation Medical Alley Presentation Presentation Transcript

  •  
  • Our Agenda
    • Women – Just How Big Is the Market?
    • Are Women Really That Different?
    • Listening to, and Leveraging Trends
    • The Trust Void
    • The Influencers
    • 6. Building Community
    • 7.
  • Just How Big Is the Market ? 51.1% 48.9 % 1
  • 78M Boomers 42M Gen X 72M Gen Y 23.6% Never Married 26% Single HOH 50% Traditional Families Generations & Lifestyles
  • 39.9M Hispanics 17M African American By 2050, ½ of US population will be African American, Hispanic and Asian
  • Diversity = Majority Minority State =Top Hispanic States = Top African American States
  • Education, Jobs = Control 57% - masters 56% -bachelors 41% - doctorial degrees 49% - business 44% - law 41% - medical
  • Source: Re-imagine – Tom Peters
  • The Power of Her Purse
  • She vs. He 2
  • The Brain Difference Emotional Area - Men Emotional Area - Women
  • Speaking Words Hearing Words Seeing Words Generating Words The Brain and Speech
  • Talking & Listening= Learning
  • Men & Women See Differently
  • Sensory Perception
  • Her Experience Internalized
  • Not Just Be-Cause
    • Menu for Change Ingredients
    • Health Vending Machines
    • Parent Action Kit
    • Organic Lunchbox
    • Resources and Research
    But Be-Cause The Cause Fits
  • Trends! What’s Happening Outside Your Company Affects What’s Happening Inside Your Company 3
  • Huge PR Opportunity “ Today,brands are built with publicity and maintained with Advertising. The cart is now driving the horse!” The Great Budget Flip?
  • “ We will look at public relations, product placement, events marketing," Robin Kent, Chairman and Chief Executive of Interpublic Group's Universal McCann 2004 "I believe today's marketing model is broken brands that rely too heavily on mainstream media ... will lose touch." Jim Stengel, Procter & Gamble's Chief Marketing Officer 2004
  • Traditional Mass Advertising is Dead
  • The Old Ways Are NOT Working Broadband Has Reached Its Tipping Point Females Are Now The Majority On The Internet TV – Charging more & Delivering less Newspaper Readership Is Declining 49% of Marketers Are Cutting Budgets
  • The Media Revolution
  • Social Software
  • Minutes 110.31 Female 77.53 Male Use more for communications Reach out to family and ex- ended family Facilitate and enabling Average length 31.3 minutes = F 18.9 minutes = M Average transmission per conversation 121.9 = Female 85.2 Male Females take twice as long to close Nano-audiences Another means to build and sustain community Ritualistic activity which becomes a shared experience Democratization of opinions An important relation- ship management tool- telepresence and in the moment Shared history making Text and ring tones Video-telephany Images + text sent to spontaneously share moments
  • 130Million adults over 55 – the fastest growing segment of the net, up from 54.9% to 61.2% 65-74 year olds grew from 26.2 to 35.9% Time spent on the Internet came in just behind time spent with family MOMS – 84% surveyed said they would miss the Internet more than any other form of media Moms – 84% surveyed said they would miss the Internet more than any other form of media Internet growth driven by the 55 + market. 130 Million 54.9% in 2000 to 61.2%
  • Technology Customer In Control Voice of the Customer Consumer Generated Media
  • The Vanishing Mass Market Source: Trendwatching.com “ Tryvertising”
  • This New You niverse Fits Her Like a Glove
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  • The Trust Void 4
  • Least Credible Information Sources COMPANY WEB SITE 24% COMPANY CEO/CFO 18% PRODUCT ADVERTISING 9% CORPORATE ADVERTISING 8%
  • People are replacing their trust in traditional authorities with trust in each other Source: 6 th annual Edelman Trust Barometer- Global Study
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  • Giving Voice To The Customer
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  • The Influence-Hers  Connectors  Mavens  Salesmen  Innovators 5
  • Connectors Mavens Salesmen Innovators 3 of the 4 Groups are Female Dominated
  • Social Influencer
    • Head of organizations
    • Highly visibly in community
    • schools, church activities
    • Actively involved in
    • making social change
    • Can impact nearly all
    • product categories
    • Leaders
    • Social Influencers Help You
    • Introduce new programs
    • Identify new trends, desires
    • Introduce you into her circle
  • Category Influencer Word-of-Mouth leader, but product or service specific Trusted Voice Tightly aligned with others in the same category which allows them to cast a broad net of influence There will be many of these – each for a different product, service or program
  • Brand Influencer Influence in a category level But they have a strong reference either for your brand OR against your Brand
  • “ How Do You Find Her?”
  • She’s Talking & Listening
  • From Babies…
  • To Menopause ….
  • “ she’s gathering with people who have in some way agreed consciously or unconsciously to support one another …”
  • She’s Building Community
  • Learn from where she is Create a place for her 2 Options
  • Where She’s Talking 39.7% 21.6 % Home Work Commercial 13.7 %
  • Top 4 Topical Categories 24.8% 23.1% Life & Living Family Health Hobbies Sports Buying Products & Services Research Reviews Recommend Not recommend Bad experience Arts Entertainment Movies Concerts/Music TV shows Plays Special Events Science Technology New ways to Communicate iPods Blogs Podcasting 12.3% 10.5%
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  • Building Community 6
  • Her Community Must Have… Community Considerate Safe Reliable Fun Respectful Honest Honest Loyal Thoughtful
  • Community Building is NOT rooted in marketing your organization, brand, product or service. It is based on everyday relationships and conversations of people
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  • Remember The women’s market is huge Diversity markets are becoming majority markets Women are leading the pack in education All industry segments are being impacted Women are different- think: communication, sensory and learning styles Technology trends are changing traditional ways
  • Remember Technology has given her a way to be heard Consumer trends can be leveraged to enhance your services If you don’t provide the vehicles for her to group, talk & share her opinions she will find a way without you Her YOUniverse, demands experiential tactics Join, build, support or create community
    • Don’t Forget
    • The Trust Void
    • The tools she uses to communicate with
    • are changing
    • 3. Word-of-Mouth – begins where she is, not
    • where you are
    • 4. Your Connect-Hers  and Mavens are not
    • necessarily the most politically correct
    • choice, your advocate, related to
    • anyone on your administrative board or
    • a Development target or a doctors spouse
    • 5. Listen and she will become your loyal, evangelist, your “salesperson” on the street and co-product
    • developer – IF YOU LET HER!
  • www.interpret-her.com