Women’s Health Marketing: How to Reach Women Healthcare Consumers

Women make over 85 percent of consumer purchases in the U.S. When it comes to healthcare decisions for the household, they make up to 90 percent of the choices. Ninety-four percent of women make their own healthcare decisions, and 59 percent make healthcare decisions for others. Yet, despite their significant influence, women’s health marketing is not effectively meeting their needs.

A striking 66 percent of women feel misunderstood by healthcare marketers. Healthcare marketing is often cited as one of the top three industries doing the worst job of meeting women’s needs. This gap represents a missed opportunity for healthcare providers and marketers to connect with a key demographic.

Women’s Health Then and Now

Historically, much of modern medicine was developed with male physiology in mind. This male-centric approach influenced how physicians understood human physiology, diagnosed illnesses, and prescribed treatments. Consequently, women often received suboptimal care.

For instance, early research in cardiovascular disease primarily included male subjects, leading to the "hallmark symptoms" of heart attacks being defined as pain in the left arm and chest. However, women often experience different symptoms, leading to a higher likelihood of misdiagnosis and mortality from heart attacks. Women are also less likely to be treated for pain despite reporting more severe levels, frequency, and duration of pain compared to men.

Looking Ahead for Women’s Health

As women's health gains the attention it deserves, investors, pharmaceuticals, and market disruptors are working to address the unique healthcare needs of women. However, for marketing to resonate with women—as healthcare consumers, mothers, caregivers, and family health officers—it's essential to recognize their significant role in healthcare decisions.

Hospitals, health systems, and healthcare practices must acknowledge women's influence over their families' healthcare choices. By appealing to women as healthcare decision-makers, healthcare marketers can increase their (loyal) female patient volume and attract their relatives.

How to Market to Women Healthcare Consumers

1. Revisit and Redefine Your Product or Service

Now is the time to review and evaluate your women’s health product or service. The traditional healthcare system is undergoing an awakening, and you have the opportunity to be part of this transformation. Here’s what this means:

• Women’s health is evolving into a holistic approach that encompasses all aspects of healthcare.
• Deliver an integrated experience tailored to women.
• Feature a personalized care delivery model.
• Shift from care models focused on specific body parts or reproductive stages to caring for the whole person.
• Offer a variety of care options: video, chat, clinic, hospital, and home.

2. Develop Detailed Personas for Women’s Health Marketing

Understanding that there is no one-size-fits-all woman is crucial. Develop buyer personas to align with each market segment by talking to women and asking the right questions. Engage with your customers through in-person chats, calls, emails, customer reviews, surveys, and online feedback. Sales and customer service teams can provide real-world feedback.

Consider the following when developing personas:

• Age range
• Job title
• Family size and structure
• Marital status
• Education level
• Online activity
• Pain points and barriers
• How your product or service solves their problems
• Core values
• Hobbies and interests

3. Consider Age and Generational Marketing

The language, imagery, and platforms you use should be influenced by age and generational preferences. For example, marketing fertility treatments likely targets older Gen Zs and younger Millennials, who frequent social media platforms like TikTok and Instagram.

• Gen Zs: Focus on wellness, clean beauty, diversity, and sustainability. Use light, fun, factual, and socially conscious content.
• Millennials: Health- and cost-conscious, they prioritize healthy food choices and alternative treatments. Offer factual content, up-front pricing, and support for alternative healthcare options.
• Gen Xers: Quality service, convenience, and unique solutions are key. Offer multiple ways to connect, present facts backed by reputable sources, and provide loyalty programs.
• Baby Boomers: Proactive about their care but cost-sensitive. Offer quality content to help them make informed decisions.

4. Create the Type of Content They’re Looking For

Content should align with your audience's values and preferences:

• Gen Zs: Engage with wellness-conscious content, holistic health views, and clean beauty brands.
• Millennials: Provide in-depth information, support alternative treatments, and offer digital care services.
• Gen Xers: Emphasize quality, convenience, and service excellence.
• Baby Boomers: Provide detailed, informative content to aid in decision-making.

5. Distribute Content on the Right Channels

Identify where your target audience spends their time:

• Gen Z: Platforms like Twitch and TikTok.
• Millennials: Snapchat, Facebook, YouTube, Instagram, and online shopping sites.
• Gen X: YouTube, Facebook, Instagram, and Twitter.
• Baby Boomers: Hospital or provider practice portals and social media.

6. Be Inspirational

Women are increasingly seeking brands that stand for something, support causes, and strive to do no harm. Engage with women by aligning your brand with their values and demonstrating genuine care for their issues.

7. Go Social

Women are active on social media and are more likely to interact with brands online. Use platforms where women are most active to share content, promotions, and news.

8. Be Mobile-Friendly

With 60% of social media time spent on mobile, ensure your campaigns and content are compatible across all devices to reach women on the go.

Women's Health Marketing Matters

Prioritizing women’s health marketing is essential for creating content that resonates with women healthcare consumers. Healthcare marketers can build trust, increase engagement, and drive loyalty among female consumers by understanding their unique needs, preferences, and values. Effective women’s health marketing not only benefits women but also enhances the overall success of healthcare providers and brands.