What Women Want

Women as consumers are different from men, particularly when it comes to healthcare. Here are suggestions to reach and engage women:

1. Involve women in creating your messages.
Trust is a big deal, particularly when it comes to healthcare marketing. One of the most intuitive, and most effective marketing-to-women strategies is informal, interactive research providing springboards for spontaneity helps create a more transparent, empowering and compelling message your audiences (women) want to hear and trust.

2. Marketing to women successfully requires a careful consideration of their beliefs and values.
This includes:

* Strategies that connect with the causes that are important to women
* Aligning your brand and messaging to those social and community causes
* Reinforcing the role of a total wellness and lifestyle solution

3. Target women in "life stages," not "age stages."
Examples of phases can be fitness, family-centric, discovery, and seasoned. Speak to their life experiences right now, not their ages.

4. Think mother-daughter bonding.
Winning their minds and hearts means connecting with them and their influencers. Strong intergenerational influences can be found between women and their mothers, and between women and their daughters. Information and advice, especially related to healthcare, is solicited. It flows freely from one generation to another. Reinforcing this idea, Medelia Monitor Research recently revealed that 64 percent of women surveyed talk with their mothers on a daily or weekly basis. More than 41 percent say their moms are their best friends.