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.
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.
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.
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:
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:
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.
Content should align with your audience's values and preferences:
Identify where your target audience spends their time:
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.
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.
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.
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.
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