Written by Emily Rappleye | April 27, 2016 | Becker’s Hospital Review
Hospitals and health systems trying to capture a greater portion of their market should take a closer look at their marketing campaigns.
According to a report from Adweek, marketers may be missing an important segment of their audience. Here are three tips from the report on finding that audience and crafting the right message to reach it.
1. Women are the chief healthcare decision makers.
Women are the “chief medical officers” of their families, according to Adweek. It cites a 2015 study from healthcare communications company GreyHealth Group that found women make decisions for their families 94 percent of the time.
“Women lean into healthcare and are typically a more captive audience” than men, TBWAWorldHealth CEO Sharon Callahan said, according to Adweek. “Our goal should be to further fuel and meaningfully tap into this curiosity. Marketers need to respect their knowledge and not operate at the 101 level — but still keep it simple.”
2. Understand what women are looking for.