According to Ad-ology Research, social media has some type of influence on nearly 40% of recent hospital or urgent-care center patients, with more than half of 25-34 year olds reporting they are influenced by it. For the healthcare industry, the social media conversation has not gone away--a fact that is evident as you peruse the upcoming M2W®-HC™ schedule where you will find numerous presentations that focus on the influence of the Internet and social media. “We have finally gotten to a place where healthcare marketers now understand there is a difference between online advertising and social media and the two do not follow the same regulations,” says M2W®-HC™ speaker Peter Pitts, President of the Center for Medicine in the Public Interest. “We are seeing more and more brand leaders move from a place of ‘how do we say no to social media’ to ‘how do we say yes.’”More
Campaigns We Love
As marketers and as women, we’re advocates for sharing and celebrating the things we love -the campaigns that make us stop and think or make an impact even just for a moment - the moving testimonials, the groundbreaking work, the edutainment, and the fresh ideas. It's a good time to be a great idea and with that comes a lot to love in the marketing to women space. M2W®-HC™ E-ssentials and our friends at Pink Tank, an Associate Sponsor and of this year’s M2W®-HC™, would like to take a minute to put the spotlight on just a few of the interesting things going on that make us all proud to be part of the marketing healthcare and pharma to women world. Every month we will feature a different campaign we love. Check out what made an impact on us recently, and tell us what do you love? More
Site Focuses on Health Literacy for Moms, Kids & Teens
Health literacy was an important topic during last year’s M2W®-HC™ and one that continues to be discussed throughout numerous circles in the healthcare and pharma industries. We recently ran across a site that not only hopes to increase the health literacy of moms, but is reaching out to kids and teens—an innovative concept that has created new conversations with consumers and has opened the door to exciting brand partnerships.
The site, KidsHealth.org, is divided into three separate sections (parents, kids and teens). We recently talked with the site’s editor-in-chief, Dr. Neil Izenberg, to get additional insight into why KidsHealth.org has become a popular online destination for moms and their children and what they look for in their healthcare and pharma partners. More
Story Behind the 'Give Me A Second' Campaign
Popular M2W®-HC™ speaker Mary Dean, founder/CCO of KickSkirt, was recently tasked to create a campaign that would encourage women to get a second opinion before a hysterectomy or any life-changing surgery. The result was Give Me A Second, an innovative grassroots campaign that has women throughout the country encouraging one another to get as much information as possible before making life-altering health decisions. From the name and brand essence to the pass-along video and microsite, KickSkirt has been a major creative force behind this campaign. We recently asked Mary Dean to give us some additional insight into why the campaign was created, what marketing channels they chose to use and how female consumers are responding to the message. More
Pink Tank Study
Pink Tank’s Gretchen Goffe-Wagner gives insight on how women search for healthcare info and make healthcare decisions, what companies can do to better connect with female consumers, and which brands are already getting it right with women More
The
Healthcare Niche: Why Not All Women Are Created Equal
“For years, healthcare marketers
targeted women as a single group,” said Nan McCann,
President of PME Enterprises, LLC, producer of M2W®-HC™.
“But as we all know, there are many different
niches of female consumer, each with their own needs
and expectations based on age, religion, ethnicity and
many other lifestyle factors. Many of the presentations
at this year’s conference will focus on these
issues so healthcare marketers can forge stronger bonds
with their female customers.” So, how should healthcare
marketers proceed when trying to connect with today’s
diverse group of female consumers? More
M2W®-HC™: Crossing the Social
Media Line
According to a 2007 survey by Burst
Media, women go online for health information more than
men and more than 90% of women between the ages of 25
and 34 search for health information online. The online
landscape has changed for healthcare marketers. Instead
of taking their messages to sites that deal with a specific
subject (i.e. breast cancer or diabetes), they are forced
to look for those sites and social media networks where
their message can become an actual part of the conversations
happening between patients and consumers—a task
that seems to leave some marketers frozen in social
media fear. More
Where Women and Healthcare Collide
As marketing-to-women thought leaders,
we already understand the purchasing power of female
consumers. Yet, there appears to be one category where
women are still considered a niche market: healthcare.
Here are some quick facts:
--Women make 90% of all consumer healthcare decisions
--Women account for 93% of all OTC pharma purchases
--Women account for 85% of all healthcare purchases
--66% of women feel misunderstood by healthcare marketers
As we all
get ready to celebrate the Moms in our life on May 10th,
our friends at Mom Central sent along an interesting
study regarding moms and organics. Even in difficult
economic times, we know that Moms make their children's
health and nutrition a priority. Mom Central asked 1445
Moms to tell them what eating organic means to them.
More
