What Women Want

Are you marketing directly to women? You should:

Women make about 80 percent of healthcare decisions for their families. — United States Department of Labor 

Women are more likely to conduct online research for health information than men. — Pew Research Center

Women influence at least 80% of all household spending. — Marti Barletta, author of Marketing to Women

“Women are the premier purchasers of more or less everything, and while most businesses acknowledge that at some level, it is the rare business, still, in 2018, that makes an all-out effort to serve the woman consumer in terms of ‘the works’: product design, marketing, delivery — and in fact, overall enterprise strategy.” — Tom Peters, international business consultant, speaker and author of In Search of Excellence and The Excellence Dividend: Meeting the Tech Tide with Work That Wows and Jobs That Last

So clearly there is power in marketing to women, but are you making the most of this opportunity? Are you delivering “the works” as Tom Peters says? Here are a few tips:

  • Think relationships more than transactions. Personalize care. Women value long-term interaction and connection. 
  • Build trust and satisfaction. It is more than a marketing campaign. It is service, honesty and the overall customer/patient experience.
  • Provide less data and more stories. Women identify with “someone like me.” Embrace testimonials. Monitor and encourage online reviews. 
  • Communicate, acknowledge, remember and thank.
  • Look for ways to make their lives easier. Listen. Anticipate needs and proactively address them.
  • Invest in your web site and social media. Blog on timely topics. Share practice news. Make it easy to access for women to access the information they want and need. 
  • Be careful not to stereotype. Women are not a homogenous group. Know your demographics and focus on meeting their individual needs.