Women are a challenge to reach for healthcare marketers these days. Hospitals need to use every opportunity to reach out to these important decision-makers and use online and offline strategies to get their valuable attention.

1. GETTING HER ATTENTION
Online and Offline Marketing Strategies that WorkRAVEN
New Media
& Marketing

2. Women are a
difficult audience
to reach.

3. The numbers
1. 4 studies that can inform our marketing and
communications decisions
2. The 5 C’s
3. 1 measurable, integrated campaign that drives action
4. 13 creative techniques that break through the clutter
5. 5 common mistakes when marketing to women
6. The top 10 things you must address before launching
any women’s services marketing campaign

4. The Facts

5. What we know
 Women account for 80% of healthcare decisions and
purchases and 93% of OTC pharmaceuticals
 92% of women pass along information about deals or
finds to others
 Average number of contacts in her email and mobile
lists = 171
 76% of women want to be part of a special
or select panel
 51% of women are moms
 66% of women feel misunderstood by
health care marketers
http://she-conomy.com/report/facts-on-women/

6. We make complex health decisions
 According to the American Academy of Family
Physicians (AAFP), 90% of U.S. adult women are
responsible for health care decisions for themselves and/or
members of their family.
 70% of women are responsible for their own health care
decisions
 27% are primarily responsible for their children’s health
care decisions
 20% are primarily responsible for their spouse/significant
other
 6% are in charge of an adult relative’s health care
decisions

7. We believe that
networking is important
 Connections
 Actions
 Reactions
 Sharing
 Value
 In a social environment, let
women know how you or
your service can make their
lives better.

8. We know that sharing and word-of-
mouth are powerful influencers
 A study of 2,000 women in Canada and the U.S. showed that
traditional web sites (70%) have now surpassed traditional
forms of word-of-mouth (58%) as their preferred method for
getting the word out about products and services.
 The study also found that only 28% of women decide what
products or services to buy without looking for some kind of
help.
 ~ 58% of women (18+) share both good and bad experiences
online
 ~ 36% share to help others make
smart purchases
 ~ 27% are asked to share
 ~ 15% share their expertise
Source: Harbinger Women and Word of
Mouth Study, October 2010

9. We know that it is not just about
gender preferences
 Veterans – born before 1946
 Age 63+
 Boomers – born between 1946 -1964
 Age 45-62
 Gen X – born between 1965 – 1981
 Age 28-44
 Gen Y – born between 1982 – 2000
 Age 9-27

10. Generational communications
Veteran
Born before 1946
Boomer
1946-1964
Gen X
1965-1981
Gen Y
1982-2000
Style Formal Semiformal Not so serious;
irreverent
Eye-catching
fun
Content Detail; prose-style
writing
Chunk it down
but give me
everything
Get to the point –
what do I need to
know?
If and when I
need it, I’ll find it
online
Context Relevance to my
security; historical
perspective
Relevance to
the bottom line
and my rewards
Relevance to
what matters to
me
Relevance to
now, today and
my role
Attitude Accepting and
trusting of authority
and hierarchy
Accept the
“rules” as
created by the
Veterans
Openly question
authority; often
branded as
cynics and
skeptics
OK with
authority that
earns their
respect
Source: Communication World, March-April 2008, p.20; IABC.com/cw

11. Veteran
Born before 1946
Boomer
1946-1964
Gen X
1965-1981
Gen Y
1982-2000
Tactics Print; conventional
mail; face-to-face
dialogue or by
phone; some online
information and
interaction
Print;
conventional
mail; face-to-
face dialogue;
online tools
and resources
Online; some
face-to-face (if
they’re really
needed); games;
technological
interaction
Online; wired;
seamlessly
connected
through
technology
Speed Attainable within
reasonable time
frame
Available;
handy
Immediate; when
I need it
Five minutes
ago
Frequency In digestible amounts As needed Whenever Constant
Source: Communication World, March-April 2008, p.20; IABC.com/cw

12. COMMUNICATION,
COMMUNITY,
CAUSES,
CONVENIENCE &
CREATIVITY
A woman’s perspective

13. Communication

14. I am unique…
but I
still
want to
hear
opinions
from
women
like me.
http://www.doctortree.org/446120.html

15. http://www.hellotomorrow.avon.com/ca/web/en/resources.html
I don’t want to be “sold” something
Give me
a voice
and I will
talk
about you
to others
and
become a
brand
advocate.

16. I don’t want to subscribe to your blog
Follow
mine and
get to
know the
sites I like
to visit
and the
things
that are
important
to me.
Source: www.mssinglemama.com

17. Don’t count on me “liking” you
I use social
media to keep
up with my
friends,
business
contacts and
participate in
groups/games
I enjoy.
Don’t count on
me becoming a
fan of your
hospital,
service or
event.
Source: twitter.com; facebook.com; linkedin.com

18. I pay attention to what others say about
your…
doctors & nurses
facilities
attention to care
attitude & disposition
parking garage
food
wait times
follow up
Details matter to me

19. Community

20. It’s my life
Tie your message
into my daily life
activities.
I care about my
community –
schools, the arts,
politics, local
commerce, church
etc.
I may not have
any community
ties to a hospital
or service but I
consider my
doctor as part of
my community.

21. I want a real story
 Visuals and real life
stories tend to catch
women's interest
better than any
product-focused
information. Women
will seek service
information before
they act, but you must
get their attention
first.
I was 4 hours
and 2 days
away from a
miracle.

22. Causes

23. When I care…
I REALLY care.
My wardrobe is
not primarily pink
or red. You may
not be able to
immediately
determine my
passions/causes.
I won’t donate my
time or money
unless I’ve had an
important, positive
experience with
you.

24. Convenience

25. If I can do two things at once…
I will.
If afterhours
services, quick
appointments
and local
access are not
available, I
probably
won’t go.
I am glued to
my smart
phone and
calendar.
http://www.clevelandclinic.com

26. Address care-giving…
and you’ll get my respect

27. Creativity

28. http://www.womenhealthzone.com/womens-health/breast-cancer/breast-cancer-awareness-ads/
It’s all a blur
Do not show
me clip art or
stock
photography.
Show me
something
that will stop
and make me
think.

29. Source: Bicrazors.com
I am
distracted
and it
takes
something
special to
make me
focus on
your
message.

30. Show me
something
uncommon in
common
places.
I appreciate
(and share)
clever
messaging.
Avonbreastcancercrusade.com

31. Ikea: Facebook Showroom
This Facebook marketing campaign involved the store manager of the Malmo
Ikea store posting pictures of the new showrooms where people who tagged the
items first, won that product. The result was a viral word of mouth campaign that
quickly spread to people’s Facebook friends and created huge product
awareness.
From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author - Victoria Taylor – 8/17/2010

32. Target: Bullseye Gives
 This social media campaign
empowered its Facebook fans by
putting $3 million in their hands.
Over two weeks Facebook users
voted on which among the 10
selected charities would receive
the greatest proportion of the
money. St. Jude's Children's
Hospital received 26.6% of the
votes, so Target donated
$797,123 to it.
The effort attracted 291,399
votes from 167,000 fans. That's
not a staggering number, but it
helped raise awareness for Target
and its charitable efforts.
From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author - Victoria Taylor – 8/17/2010

33. VW: Fun Theory
This was a social experiment using humor to drive engagement and
influence customer behavior. It involved Volkswagen transforming a
Swedish subway staircase into a giant functioning piano. The result,
66% more people choosing the steps rather than the escalator.
From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author - Victoria Taylor – 8/17/2010

34. UNLOCKING SERVICES
WITH MARKETING POWER
A.K.A. if you can reach me with these, you’ll have my
family’s business too

35. Services with (hidden) marketing power
Services related to my family’s
health
(Care)
Services that I can shop
(Choice)
Services I can
schedule in
advance
(Convenience)
Services by
location
(Community)
Kid’s immunizations
School physicals
Aging parents needs/Age-related diseases
Family flu shots
Maternity services
Pediatrics
Elective surgeries (bariatrics, plastics, some
ortho)
Annual physicals
Health checks (by age)
Gyn health (Mammo/Pap)
Immediate care centers
Emergency rooms
Allergy shots
Dermatology
Health fairs

36. Expand the reach of your campaign
Online PR
Advertorials
Social media
advertising
SEM
Video testimonialsContribute to popular
sites/blogs
Mobile messaging &
apps
Email marketing
POP

37. FINAL THOUGHTS

38. Five common mistakes
1. Mistake: Thinking that women are a "niche."
Reality: Women are the primary consumers in the U.S.
2. Mistake: Thinking that the female consumer marketing opportunity requires less funding.
Reality: Women are no "specialty" market, so reaching them should be a budget priority.
3. Mistake: Dividing markets along purely gender or demographic lines.
Reality: Within all those demographic categories lies the key -- consumer behavior. Life-stage and the
fundamental truths of consumer behavior will matter the most in reaching women consumers.
4. Mistake: More men are on-line than women.
Reality: Women have become the majority of Web users and do the most on-line shopping in the US.
5. Mistake: Focusing on women will alienate men.
Reality: Focusing on women delivers the best to everyone.
Source: http://www.inc.com/articles/2003/01/25019.html

39. Final thoughts
1. Save them time; make services convenient.
2. Don’t count on women visiting to you web site. Reach out to their popular online sites.
3. Know my name – personalize the message if you can.
4. Don’t sell to women. Let them give you their opinions.
5. Stories and testimonials matter.
6. Listen.
7. Spend the time to learn the right way to use social media to communicate.
8. If any part of your communication effort relies on word of mouth, public
participation/discussion, or personal recommendations, women will be heavily
influencing those communications.
9. In your communications, invite and utilize responses, questions, and suggestions.
10. Be authentic.

40. Elizabeth L. Scott
elizabethlscott@yahoo.com
Questions?