Proven marketing strategies for women’s health services

You probably didn’t need the Barbie movie or Taylor Swift’s record-breaking tour to show you just how much women drive today’s economy. So, it may not come as a surprise to know that they also serve as the key decision-makers in family health matters. Marketing strategies that resonate with and effectively reach women are not just beneficial; they are essential for women’s health services. However, the challenge lies in understanding and appealing to this diverse demographic. Traditional marketing approaches, often riddled with stereotypes and one-size-fits-all messages, will surely fall short in addressing the nuanced needs of women. It’s time for women’s health services organizations to go beyond mere advertising to foster genuine engagement and build trust. From understanding the complex demographics to tailoring user experiences and content, these strategies provide a roadmap for women’s health services organizations to effectively communicate to their influential and savvy clientele.

Know your audience deeply

When advertising to women in the healthcare sector, it’s crucial to understand your demographic deeply. The key takeaway here is that women’s needs and preferences are diverse and not monolithic, and so too should your marketing strategies. Women control 85% of consumer spending which makes them a critical market with immense purchasing power. However, even as a critically important market, there remains a huge gap in how health organizations engage with them. Many women feel that their specific needs and preferences are not adequately addressed, particularly in terms of time-saving solutions or services tailored to their unique circumstances. 

So, before you implement new marketing strategies, first take the time to listen to your audience. Send out surveys, have conversations with your patients, practice listening on media channels, and pay attention to who you are going to be engaging. It will make all the difference in ensuring that your marketing efforts are targeted and effective.

Marketing strategies for women’s health services that work

Deliver educational content along with practical information on products and services. Most of us are looking for ways to make informed decisions about our health and wellbeing. However, it can be challenging and time consuming to find transparent, comprehensive, and women-forward information on the internet. If your patients know they can go come to you for validated, reliable information regarding health and wellness, it will go a long way in making them feel welcome and more likely to invest in receiving care from your organization. 

Get creative and try innovative approaches. Utilizing a mix of traditional and modern advertising channels, such as TV broadcasts, print media, bus or physical ads, influencer partnerships, and digital platforms, can be an effective multi-channel approach. The goal is to reach women where they are most likely to engage which might not be where you originally think it is. For instance, print media, often thought to be on the decline, continues to be a powerful tool. Magazines and newspapers, especially those catering to women’s interests, health, and wellness, can be effective platforms for reaching a mature, more traditional audience. Localized print materials like brochures and flyers in healthcare and community facilities are also a great option for healthcare and community facilities. 

Focus on the user experience across all channels to cater to the needs of women at every touchpoint. This includes everything from the initial online search and appointment booking process to the in-person clinic visit and post-appointment follow-up. MDG recently partnered with a women’s care organization to reimagine their messaging and ensure each touchpoint was infused with purpose and intention, building better rapport and trust with their audience. MDG helped the organization tap into new audiences with a redesigned, compelling visual language that served to break down barriers with hesitant patients on social platforms. Now, this new innovative and open style is applied across the user experience to reinforce the brand’s differentiators and keep patients engaged. Overall, they focused on highlighting diverse stories and testimonials, providing authentic insights into women’s experiences with healthcare. 

It’s vital to ensure that marketing campaigns are diverse in both messaging and imagery. This diversity should reflect the wide range of experiences, backgrounds, lifestyles, socio-economic status, and needs among women, making them feel seen and understood. Imagery used in campaigns should represent your audience and also women of various ethnic backgrounds, ages, body types, and lifestyles. This inclusivity helps in breaking down the stereotypes often associated with healthcare advertising. Similarly, the language and tone of the messaging should be inclusive and respectful, acknowledging the unique challenges and triumphs women face in their health journeys.

Don’t speak at your audience, rather engage with them and build a community. Create dialogues, listen to feedback, and constantly show that their opinions and experiences shape the services and products offered by your organization. These conversations prove to women that they are heard, and their feedback is valued. Social media is an excellent avenue for initiating conversations, responding to comments, and participating in community discussions. Surveys and feedback forms also are valuable tools for gathering insights as are interactive webinars, Q&A sessions with healthcare professionals, and user-generated content campaigns, among many other things. 

There are so many impactful ways for women’s health services organizations to authentically connect and engage with their audience.