SlideShare a Scribd company logo
GETTING HER ATTENTION
Online and Offline Marketing Strategies that WorkRAVEN
New Media
& Marketing
Women are a
difficult audience
to reach.
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
The Facts
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/
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
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.
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
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
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
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
COMMUNICATION,
COMMUNITY,
CAUSES,
CONVENIENCE &
CREATIVITY
A woman’s perspective
Communication
I am unique…
but I
still
want to
hear
opinions
from
women
like me.
http://www.doctortree.org/446120.html
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.
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
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
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
Community
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.
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.
Causes
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.
Convenience
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
Address care-giving…
and you’ll get my respect
Creativity
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.
Source: Bicrazors.com
I am
distracted
and it
takes
something
special to
make me
focus on
your
message.
Show me
something
uncommon in
common
places.
I appreciate
(and share)
clever
messaging.
Avonbreastcancercrusade.com
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
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
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
UNLOCKING SERVICES
WITH MARKETING POWER
A.K.A. if you can reach me with these, you’ll have my
family’s business too
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
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
FINAL THOUGHTS
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
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.
Elizabeth L. Scott
elizabethlscott@yahoo.com
Questions?

More Related Content

What's hot

7 Meta Trends that define the Social Generation
7 Meta Trends that define the Social Generation7 Meta Trends that define the Social Generation
7 Meta Trends that define the Social Generation
Ghani Kunto
?
Ecm internet-buying
Ecm internet-buyingEcm internet-buying
Ecm internet-buying
The Beauty Company
?
TheAmericanDream
TheAmericanDreamTheAmericanDream
TheAmericanDream
Katie Anderson
?
(GhaniKunto.me) Download: Youth Marketing 101
(GhaniKunto.me) Download: Youth Marketing 101(GhaniKunto.me) Download: Youth Marketing 101
(GhaniKunto.me) Download: Youth Marketing 101
Ghani Kunto
?
Arab youth and Governments on Social Networks
Arab youth and Governments on Social NetworksArab youth and Governments on Social Networks
Arab youth and Governments on Social Networks
Youngberry, Youth Marketing Agency
?
Millennial segmentation research
Millennial segmentation researchMillennial segmentation research
Millennial segmentation research
Earnestine Benford
?
TheAmericanDream
TheAmericanDreamTheAmericanDream
TheAmericanDream
Kiersten Kuc
?
Childhood For Sale Ver.1.4
Childhood For Sale Ver.1.4Childhood For Sale Ver.1.4
Childhood For Sale Ver.1.4
a.p.p
?
isobar on chicco
isobar on chiccoisobar on chicco
isobar on chicco
Anish Behera
?
Morgan Ho - Generation Z and Online Reviews (LinkedIn) FINAL
Morgan Ho - Generation Z and Online Reviews (LinkedIn) FINALMorgan Ho - Generation Z and Online Reviews (LinkedIn) FINAL
Morgan Ho - Generation Z and Online Reviews (LinkedIn) FINAL
Morgan Ho
?
Riding the Age Wave: Will Your Club Sink or Swim?
Riding the Age Wave: Will Your Club Sink or Swim?Riding the Age Wave: Will Your Club Sink or Swim?
Riding the Age Wave: Will Your Club Sink or Swim?
theGrapevine411
?
Empathica millienial presentation @dr natalie.pptx
Empathica millienial presentation @dr natalie.pptxEmpathica millienial presentation @dr natalie.pptx
Empathica millienial presentation @dr natalie.pptx
Dr. Natalie Petouhoff
?
The Social Shopping Explosion. By Gender.
The Social Shopping Explosion. By Gender. The Social Shopping Explosion. By Gender.
The Social Shopping Explosion. By Gender.
immediate future
?
Word of Mouth Cheat Sheet (Agent Wildfire)
Word of Mouth Cheat Sheet (Agent Wildfire)Word of Mouth Cheat Sheet (Agent Wildfire)
Word of Mouth Cheat Sheet (Agent Wildfire)
Sean Moffitt
?
Insight-Snapshot May 2015
Insight-Snapshot May 2015Insight-Snapshot May 2015
Insight-Snapshot May 2015
LHBS
?
retail_email_overload_2-8-16
retail_email_overload_2-8-16retail_email_overload_2-8-16
retail_email_overload_2-8-16
Bradford Thomas
?
The sisterhood
The sisterhoodThe sisterhood
The sisterhood
Havas PR
?

What's hot (17)

7 Meta Trends that define the Social Generation
7 Meta Trends that define the Social Generation7 Meta Trends that define the Social Generation
7 Meta Trends that define the Social Generation
?
Ecm internet-buying
Ecm internet-buyingEcm internet-buying
Ecm internet-buying
?
TheAmericanDream
TheAmericanDreamTheAmericanDream
TheAmericanDream
?
(GhaniKunto.me) Download: Youth Marketing 101
(GhaniKunto.me) Download: Youth Marketing 101(GhaniKunto.me) Download: Youth Marketing 101
(GhaniKunto.me) Download: Youth Marketing 101
?
Arab youth and Governments on Social Networks
Arab youth and Governments on Social NetworksArab youth and Governments on Social Networks
Arab youth and Governments on Social Networks
?
Millennial segmentation research
Millennial segmentation researchMillennial segmentation research
Millennial segmentation research
?
TheAmericanDream
TheAmericanDreamTheAmericanDream
TheAmericanDream
?
Childhood For Sale Ver.1.4
Childhood For Sale Ver.1.4Childhood For Sale Ver.1.4
Childhood For Sale Ver.1.4
?
isobar on chicco
isobar on chiccoisobar on chicco
isobar on chicco
?
Morgan Ho - Generation Z and Online Reviews (LinkedIn) FINAL
Morgan Ho - Generation Z and Online Reviews (LinkedIn) FINALMorgan Ho - Generation Z and Online Reviews (LinkedIn) FINAL
Morgan Ho - Generation Z and Online Reviews (LinkedIn) FINAL
?
Riding the Age Wave: Will Your Club Sink or Swim?
Riding the Age Wave: Will Your Club Sink or Swim?Riding the Age Wave: Will Your Club Sink or Swim?
Riding the Age Wave: Will Your Club Sink or Swim?
?
Empathica millienial presentation @dr natalie.pptx
Empathica millienial presentation @dr natalie.pptxEmpathica millienial presentation @dr natalie.pptx
Empathica millienial presentation @dr natalie.pptx
?
The Social Shopping Explosion. By Gender.
The Social Shopping Explosion. By Gender. The Social Shopping Explosion. By Gender.
The Social Shopping Explosion. By Gender.
?
Word of Mouth Cheat Sheet (Agent Wildfire)
Word of Mouth Cheat Sheet (Agent Wildfire)Word of Mouth Cheat Sheet (Agent Wildfire)
Word of Mouth Cheat Sheet (Agent Wildfire)
?
Insight-Snapshot May 2015
Insight-Snapshot May 2015Insight-Snapshot May 2015
Insight-Snapshot May 2015
?
retail_email_overload_2-8-16
retail_email_overload_2-8-16retail_email_overload_2-8-16
retail_email_overload_2-8-16
?
The sisterhood
The sisterhoodThe sisterhood
The sisterhood
?

Viewers also liked

Offline Marketing Ideas for Small Business
Offline Marketing Ideas for Small BusinessOffline Marketing Ideas for Small Business
Offline Marketing Ideas for Small Business
Remote Workmate
?
Combining Your Online & Offline Marketing Efforts
Combining Your Online & Offline Marketing EffortsCombining Your Online & Offline Marketing Efforts
Combining Your Online & Offline Marketing Efforts
Aaron Corson
?
Comparision between online & offline marketing
Comparision between online & offline marketingComparision between online & offline marketing
Comparision between online & offline marketing
Sunil Kumar
?
Strategi pemasaran ppt
Strategi pemasaran pptStrategi pemasaran ppt
Strategi pemasaran ppt
Prilla Yaumil Awali Tuhuteru
?
Offline Marketing Strategy
Offline Marketing StrategyOffline Marketing Strategy
Offline Marketing Strategy
Somnath Ghosh
?
Marketing plan ppt slides
Marketing plan ppt slidesMarketing plan ppt slides
Marketing plan ppt slides
Yodhia Antariksa
?
Creative Thinking Skills
Creative Thinking SkillsCreative Thinking Skills
Creative Thinking Skills
Yodhia Antariksa
?
Marketing Strategy
Marketing StrategyMarketing Strategy
Marketing Strategy
Yodhia Antariksa
?
52 Types of Marketing Strategies
52 Types of Marketing Strategies52 Types of Marketing Strategies
52 Types of Marketing Strategies
The Cult Branding Company
?

Viewers also liked (9)

Offline Marketing Ideas for Small Business
Offline Marketing Ideas for Small BusinessOffline Marketing Ideas for Small Business
Offline Marketing Ideas for Small Business
?
Combining Your Online & Offline Marketing Efforts
Combining Your Online & Offline Marketing EffortsCombining Your Online & Offline Marketing Efforts
Combining Your Online & Offline Marketing Efforts
?
Comparision between online & offline marketing
Comparision between online & offline marketingComparision between online & offline marketing
Comparision between online & offline marketing
?
Strategi pemasaran ppt
Strategi pemasaran pptStrategi pemasaran ppt
Strategi pemasaran ppt
?
Offline Marketing Strategy
Offline Marketing StrategyOffline Marketing Strategy
Offline Marketing Strategy
?
Marketing plan ppt slides
Marketing plan ppt slidesMarketing plan ppt slides
Marketing plan ppt slides
?
Creative Thinking Skills
Creative Thinking SkillsCreative Thinking Skills
Creative Thinking Skills
?
Marketing Strategy
Marketing StrategyMarketing Strategy
Marketing Strategy
?
52 Types of Marketing Strategies
52 Types of Marketing Strategies52 Types of Marketing Strategies
52 Types of Marketing Strategies
?

Similar to Getting Her Attention - Online and Offline Marketing Strategies that Work

Wikibrands, Wikipatients
Wikibrands, WikipatientsWikibrands, Wikipatients
Wikibrands, Wikipatients
Sean Moffitt
?
Medical Alley Presentation
Medical  Alley Presentation Medical  Alley Presentation
Medical Alley Presentation
TW Integrated Marketing
?
Are You Really Doing Effective Prevention - from IADDA Conference 2014
Are You Really Doing Effective Prevention - from IADDA Conference 2014Are You Really Doing Effective Prevention - from IADDA Conference 2014
Are You Really Doing Effective Prevention - from IADDA Conference 2014
LEAD
?
Strategies for Marketing to Women
Strategies for Marketing to WomenStrategies for Marketing to Women
Strategies for Marketing to Women
Affiliate Summit
?
Empowering the True Healthcare Decision Makers – Women
Empowering the True Healthcare Decision Makers – WomenEmpowering the True Healthcare Decision Makers – Women
Empowering the True Healthcare Decision Makers – Women
Endeavor Management
?
Facebook Engagement Strategies for Healthcare Organizations
Facebook Engagement Strategies for Healthcare OrganizationsFacebook Engagement Strategies for Healthcare Organizations
Facebook Engagement Strategies for Healthcare Organizations
Jennings Healthcare Marketing (Dan Dunlop)
?
Influencer Marketing : Where Women Rule
Influencer Marketing : Where Women RuleInfluencer Marketing : Where Women Rule
Influencer Marketing : Where Women Rule
Linqia
?
The Art & Science Of Using The Social
The Art & Science Of Using The SocialThe Art & Science Of Using The Social
The Art & Science Of Using The Social
Catherine Tryon
?
Veritas and com.motion Dr. Mom presentation
Veritas and com.motion Dr. Mom presentationVeritas and com.motion Dr. Mom presentation
Veritas and com.motion Dr. Mom presentation
Ed Lee
?
Healthcare Marketing Report: Engaging Hispanic Communities
Healthcare Marketing Report: Engaging Hispanic CommunitiesHealthcare Marketing Report: Engaging Hispanic Communities
Healthcare Marketing Report: Engaging Hispanic Communities
ThinkNow
?
The Business of Women's Health
The Business of Women's HealthThe Business of Women's Health
The Business of Women's Health
KC Healthcare Communications, LLC
?
Establishing a Professional Social Media Presence
Establishing a Professional Social Media PresenceEstablishing a Professional Social Media Presence
Establishing a Professional Social Media Presence
Iris Thiele Isip-Tan
?
Free Images Writing, Texture, Li
Free Images Writing, Texture, LiFree Images Writing, Texture, Li
Free Images Writing, Texture, Li
Robyn Champagne
?
Marketing to Seniors
Marketing to SeniorsMarketing to Seniors
Marketing to Seniors
PCG Marketing, LLC
?
Well connectedandwired.immn2
Well connectedandwired.immn2Well connectedandwired.immn2
Well connectedandwired.immn2
Frances Houston
?
Patients Rising: How to Reach Empowered, Digital Health Consumers
Patients Rising: How to Reach Empowered, Digital Health ConsumersPatients Rising: How to Reach Empowered, Digital Health Consumers
Patients Rising: How to Reach Empowered, Digital Health Consumers
e-Patient Connections
?
Social media: opportunities for pharma
Social media: opportunities for pharmaSocial media: opportunities for pharma
Social media: opportunities for pharma
JD Lasica
?
15055_GSG_ForgottenMan_D5_02
15055_GSG_ForgottenMan_D5_0215055_GSG_ForgottenMan_D5_02
15055_GSG_ForgottenMan_D5_02
Brittany Hill
?
You 2.0: An introduction to social media and health, and making it work for y...
You 2.0: An introduction to social media and health, and making it work for y...You 2.0: An introduction to social media and health, and making it work for y...
You 2.0: An introduction to social media and health, and making it work for y...
Jodi Sperber
?
Top 10 trends of 2015
Top 10 trends of 2015 Top 10 trends of 2015
Top 10 trends of 2015
Prateek Agarwal
?

Similar to Getting Her Attention - Online and Offline Marketing Strategies that Work (20)

Wikibrands, Wikipatients
Wikibrands, WikipatientsWikibrands, Wikipatients
Wikibrands, Wikipatients
?
Medical Alley Presentation
Medical  Alley Presentation Medical  Alley Presentation
Medical Alley Presentation
?
Are You Really Doing Effective Prevention - from IADDA Conference 2014
Are You Really Doing Effective Prevention - from IADDA Conference 2014Are You Really Doing Effective Prevention - from IADDA Conference 2014
Are You Really Doing Effective Prevention - from IADDA Conference 2014
?
Strategies for Marketing to Women
Strategies for Marketing to WomenStrategies for Marketing to Women
Strategies for Marketing to Women
?
Empowering the True Healthcare Decision Makers – Women
Empowering the True Healthcare Decision Makers – WomenEmpowering the True Healthcare Decision Makers – Women
Empowering the True Healthcare Decision Makers – Women
?
Facebook Engagement Strategies for Healthcare Organizations
Facebook Engagement Strategies for Healthcare OrganizationsFacebook Engagement Strategies for Healthcare Organizations
Facebook Engagement Strategies for Healthcare Organizations
?
Influencer Marketing : Where Women Rule
Influencer Marketing : Where Women RuleInfluencer Marketing : Where Women Rule
Influencer Marketing : Where Women Rule
?
The Art & Science Of Using The Social
The Art & Science Of Using The SocialThe Art & Science Of Using The Social
The Art & Science Of Using The Social
?
Veritas and com.motion Dr. Mom presentation
Veritas and com.motion Dr. Mom presentationVeritas and com.motion Dr. Mom presentation
Veritas and com.motion Dr. Mom presentation
?
Healthcare Marketing Report: Engaging Hispanic Communities
Healthcare Marketing Report: Engaging Hispanic CommunitiesHealthcare Marketing Report: Engaging Hispanic Communities
Healthcare Marketing Report: Engaging Hispanic Communities
?
The Business of Women's Health
The Business of Women's HealthThe Business of Women's Health
The Business of Women's Health
?
Establishing a Professional Social Media Presence
Establishing a Professional Social Media PresenceEstablishing a Professional Social Media Presence
Establishing a Professional Social Media Presence
?
Free Images Writing, Texture, Li
Free Images Writing, Texture, LiFree Images Writing, Texture, Li
Free Images Writing, Texture, Li
?
Marketing to Seniors
Marketing to SeniorsMarketing to Seniors
Marketing to Seniors
?
Well connectedandwired.immn2
Well connectedandwired.immn2Well connectedandwired.immn2
Well connectedandwired.immn2
?
Patients Rising: How to Reach Empowered, Digital Health Consumers
Patients Rising: How to Reach Empowered, Digital Health ConsumersPatients Rising: How to Reach Empowered, Digital Health Consumers
Patients Rising: How to Reach Empowered, Digital Health Consumers
?
Social media: opportunities for pharma
Social media: opportunities for pharmaSocial media: opportunities for pharma
Social media: opportunities for pharma
?
15055_GSG_ForgottenMan_D5_02
15055_GSG_ForgottenMan_D5_0215055_GSG_ForgottenMan_D5_02
15055_GSG_ForgottenMan_D5_02
?
You 2.0: An introduction to social media and health, and making it work for y...
You 2.0: An introduction to social media and health, and making it work for y...You 2.0: An introduction to social media and health, and making it work for y...
You 2.0: An introduction to social media and health, and making it work for y...
?
Top 10 trends of 2015
Top 10 trends of 2015 Top 10 trends of 2015
Top 10 trends of 2015
?

Recently uploaded

VITAMINS(referred as a Organic compound)
VITAMINS(referred as a Organic compound)VITAMINS(referred as a Organic compound)
VITAMINS(referred as a Organic compound)
saloniswain225
?
TEST BANK & Solutions Manual For Medical Assisting Administrative & Clinical ...
TEST BANK & Solutions Manual For Medical Assisting Administrative & Clinical ...TEST BANK & Solutions Manual For Medical Assisting Administrative & Clinical ...
TEST BANK & Solutions Manual For Medical Assisting Administrative & Clinical ...
stanslausnzuki569
?
How dental support group work...........
How dental support group work...........How dental support group work...........
How dental support group work...........
AvilasDentalGroup
?
Multiple Sclerosis and the Immune System - Plexus
Multiple Sclerosis and the Immune System - PlexusMultiple Sclerosis and the Immune System - Plexus
Multiple Sclerosis and the Immune System - Plexus
Albert840788
?
Our Founder - Dr. Jaspal Arneja Arneja Hospital
Our Founder - Dr. Jaspal Arneja Arneja HospitalOur Founder - Dr. Jaspal Arneja Arneja Hospital
Our Founder - Dr. Jaspal Arneja Arneja Hospital
itarnejaheartinstitu
?
Shampoo - cosmetics B.pharm mpharam.pptx
Shampoo - cosmetics B.pharm mpharam.pptxShampoo - cosmetics B.pharm mpharam.pptx
Shampoo - cosmetics B.pharm mpharam.pptx
G.M.R ACADEMY G.M.R
?
New Girls Call Navi Mumbai 9930245274 Unlimited Short Providing Girls Service...
New Girls Call Navi Mumbai 9930245274 Unlimited Short Providing Girls Service...New Girls Call Navi Mumbai 9930245274 Unlimited Short Providing Girls Service...
New Girls Call Navi Mumbai 9930245274 Unlimited Short Providing Girls Service...
revolutionary575
?
SMET (Self-Management of Excessive Tension) Cyclic Meditation.pptxv.pptx
SMET (Self-Management of Excessive Tension)  Cyclic Meditation.pptxv.pptxSMET (Self-Management of Excessive Tension)  Cyclic Meditation.pptxv.pptx
SMET (Self-Management of Excessive Tension) Cyclic Meditation.pptxv.pptx
Karuna Yoga Vidya Peetham
?
?? ? ???? ??????? ???????????? ????? ????? ????? ???? ????? ???? ??????? 2?.pdf
?? ? ???? ??????? ???????????? ????? ????? ????? ???? ????? ???? ??????? 2?.pdf?? ? ???? ??????? ???????????? ????? ????? ????? ???? ????? ???? ??????? 2?.pdf
?? ? ???? ??????? ???????????? ????? ????? ????? ???? ????? ???? ??????? 2?.pdf
? ???? ???????
?
buy oxycodone online at chemworldstore.net
buy oxycodone online at chemworldstore.netbuy oxycodone online at chemworldstore.net
buy oxycodone online at chemworldstore.net
luciatcupups
?
Female Girls Call Navi Mumbai ??9920725232 ??? Provide Best And Top Girl Serv...
Female Girls Call Navi Mumbai ??9920725232 ??? Provide Best And Top Girl Serv...Female Girls Call Navi Mumbai ??9920725232 ??? Provide Best And Top Girl Serv...
Female Girls Call Navi Mumbai ??9920725232 ??? Provide Best And Top Girl Serv...
bellared2
?
Welco to PowerPointhihhlljjjllasfafafkkk
Welco to PowerPointhihhlljjjllasfafafkkkWelco to PowerPointhihhlljjjllasfafafkkk
Welco to PowerPointhihhlljjjllasfafafkkk
TngHunh31
?
IMU medical certificate required students
IMU medical certificate required studentsIMU medical certificate required students
IMU medical certificate required students
aditya227243
?
Diagnosis and treatment planning in complete denture.pptx
Diagnosis and treatment planning in complete denture.pptxDiagnosis and treatment planning in complete denture.pptx
Diagnosis and treatment planning in complete denture.pptx
SatvikaPrasad
?
Yoga for Beginner’s Course- yoga foundation course
Yoga for Beginner’s Course- yoga foundation courseYoga for Beginner’s Course- yoga foundation course
Yoga for Beginner’s Course- yoga foundation course
Karuna Yoga Vidya Peetham
?
Top 9 Challenges faced by Sterile Processing Technicians.pptx
Top 9 Challenges faced by Sterile Processing Technicians.pptxTop 9 Challenges faced by Sterile Processing Technicians.pptx
Top 9 Challenges faced by Sterile Processing Technicians.pptx
orionallied123
?
Girls Call Mumbai 000XX00000 Provide Best And Top Girl Service And No1 in City
Girls Call Mumbai 000XX00000 Provide Best And Top Girl Service And No1 in CityGirls Call Mumbai 000XX00000 Provide Best And Top Girl Service And No1 in City
Girls Call Mumbai 000XX00000 Provide Best And Top Girl Service And No1 in City
snehamittal#G05
?
Yoga Philosophy Lifestyle , ethics Teacher Training Certificate Course
Yoga Philosophy Lifestyle , ethics Teacher Training Certificate CourseYoga Philosophy Lifestyle , ethics Teacher Training Certificate Course
Yoga Philosophy Lifestyle , ethics Teacher Training Certificate Course
Karuna Yoga Vidya Peetham
?
Assessment and Management of Disruptive Behaviors in Persons with Dementia We...
Assessment and Management of Disruptive Behaviors in Persons with Dementia We...Assessment and Management of Disruptive Behaviors in Persons with Dementia We...
Assessment and Management of Disruptive Behaviors in Persons with Dementia We...
VITASAuthor
?
Legal Liability in Nursing & Healthcare Practice
Legal Liability in Nursing & Healthcare PracticeLegal Liability in Nursing & Healthcare Practice
Legal Liability in Nursing & Healthcare Practice
Esraa Mohammed Soltan
?

Recently uploaded (20)

VITAMINS(referred as a Organic compound)
VITAMINS(referred as a Organic compound)VITAMINS(referred as a Organic compound)
VITAMINS(referred as a Organic compound)
?
TEST BANK & Solutions Manual For Medical Assisting Administrative & Clinical ...
TEST BANK & Solutions Manual For Medical Assisting Administrative & Clinical ...TEST BANK & Solutions Manual For Medical Assisting Administrative & Clinical ...
TEST BANK & Solutions Manual For Medical Assisting Administrative & Clinical ...
?
How dental support group work...........
How dental support group work...........How dental support group work...........
How dental support group work...........
?
Multiple Sclerosis and the Immune System - Plexus
Multiple Sclerosis and the Immune System - PlexusMultiple Sclerosis and the Immune System - Plexus
Multiple Sclerosis and the Immune System - Plexus
?
Our Founder - Dr. Jaspal Arneja Arneja Hospital
Our Founder - Dr. Jaspal Arneja Arneja HospitalOur Founder - Dr. Jaspal Arneja Arneja Hospital
Our Founder - Dr. Jaspal Arneja Arneja Hospital
?
Shampoo - cosmetics B.pharm mpharam.pptx
Shampoo - cosmetics B.pharm mpharam.pptxShampoo - cosmetics B.pharm mpharam.pptx
Shampoo - cosmetics B.pharm mpharam.pptx
?
New Girls Call Navi Mumbai 9930245274 Unlimited Short Providing Girls Service...
New Girls Call Navi Mumbai 9930245274 Unlimited Short Providing Girls Service...New Girls Call Navi Mumbai 9930245274 Unlimited Short Providing Girls Service...
New Girls Call Navi Mumbai 9930245274 Unlimited Short Providing Girls Service...
?
SMET (Self-Management of Excessive Tension) Cyclic Meditation.pptxv.pptx
SMET (Self-Management of Excessive Tension)  Cyclic Meditation.pptxv.pptxSMET (Self-Management of Excessive Tension)  Cyclic Meditation.pptxv.pptx
SMET (Self-Management of Excessive Tension) Cyclic Meditation.pptxv.pptx
?
?? ? ???? ??????? ???????????? ????? ????? ????? ???? ????? ???? ??????? 2?.pdf
?? ? ???? ??????? ???????????? ????? ????? ????? ???? ????? ???? ??????? 2?.pdf?? ? ???? ??????? ???????????? ????? ????? ????? ???? ????? ???? ??????? 2?.pdf
?? ? ???? ??????? ???????????? ????? ????? ????? ???? ????? ???? ??????? 2?.pdf
?
buy oxycodone online at chemworldstore.net
buy oxycodone online at chemworldstore.netbuy oxycodone online at chemworldstore.net
buy oxycodone online at chemworldstore.net
?
Female Girls Call Navi Mumbai ??9920725232 ??? Provide Best And Top Girl Serv...
Female Girls Call Navi Mumbai ??9920725232 ??? Provide Best And Top Girl Serv...Female Girls Call Navi Mumbai ??9920725232 ??? Provide Best And Top Girl Serv...
Female Girls Call Navi Mumbai ??9920725232 ??? Provide Best And Top Girl Serv...
?
Welco to PowerPointhihhlljjjllasfafafkkk
Welco to PowerPointhihhlljjjllasfafafkkkWelco to PowerPointhihhlljjjllasfafafkkk
Welco to PowerPointhihhlljjjllasfafafkkk
?
IMU medical certificate required students
IMU medical certificate required studentsIMU medical certificate required students
IMU medical certificate required students
?
Diagnosis and treatment planning in complete denture.pptx
Diagnosis and treatment planning in complete denture.pptxDiagnosis and treatment planning in complete denture.pptx
Diagnosis and treatment planning in complete denture.pptx
?
Yoga for Beginner’s Course- yoga foundation course
Yoga for Beginner’s Course- yoga foundation courseYoga for Beginner’s Course- yoga foundation course
Yoga for Beginner’s Course- yoga foundation course
?
Top 9 Challenges faced by Sterile Processing Technicians.pptx
Top 9 Challenges faced by Sterile Processing Technicians.pptxTop 9 Challenges faced by Sterile Processing Technicians.pptx
Top 9 Challenges faced by Sterile Processing Technicians.pptx
?
Girls Call Mumbai 000XX00000 Provide Best And Top Girl Service And No1 in City
Girls Call Mumbai 000XX00000 Provide Best And Top Girl Service And No1 in CityGirls Call Mumbai 000XX00000 Provide Best And Top Girl Service And No1 in City
Girls Call Mumbai 000XX00000 Provide Best And Top Girl Service And No1 in City
?
Yoga Philosophy Lifestyle , ethics Teacher Training Certificate Course
Yoga Philosophy Lifestyle , ethics Teacher Training Certificate CourseYoga Philosophy Lifestyle , ethics Teacher Training Certificate Course
Yoga Philosophy Lifestyle , ethics Teacher Training Certificate Course
?
Assessment and Management of Disruptive Behaviors in Persons with Dementia We...
Assessment and Management of Disruptive Behaviors in Persons with Dementia We...Assessment and Management of Disruptive Behaviors in Persons with Dementia We...
Assessment and Management of Disruptive Behaviors in Persons with Dementia We...
?
Legal Liability in Nursing & Healthcare Practice
Legal Liability in Nursing & Healthcare PracticeLegal Liability in Nursing & Healthcare Practice
Legal Liability in Nursing & Healthcare Practice
?

Getting Her Attention - Online and Offline Marketing Strategies that Work

  • 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
  • 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
  • 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
  • 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.
  • 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.
  • 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
  • 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
  • 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.
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news