By Ashley Sollars
Ten Adams Blog Manager
Though
the film What Women Want, starring
Mel Gibson, carried a romantic comedic theme, it brought up a point that all
marketing professionals – especially those in the healthcare industry – should strive
diligently to incorporate into their marketing structure: women run the free world.
Arguably the most complex creatures on earth, the female population is responsible
for 80% of all consumer spending and healthcare decision-making in the U.S. (Gallop). In
the movie, Mel Gibson is blessed with the ability to hear women’s thoughts – a
great gift in today’s world. Instead of using this gift to further his clients’
strategic initiatives, he steals his new female boss’ ideas and claims them as
his own. Though we don’t have the ability to hear the secret thoughts of female
consumers, we know a great deal about their (or our) healthcare wants, needs
and buying trends.
WANTS
A Relationship
When
dealing with matters as intimate as one’s body and health, having a
relationship with her healthcare is crucial for any woman. She wants to be able
to speak freely and know that she matters to her healthcare team.
Respect
No
adult wants to be talked down to or patronized especially when you feel poorly.
As in any relationship, she wants to feel like her physician and his or her
staff listens to her and is on her level. And if you fail to meet her standard
of respect, it is likely she will find someone who does.
Communication If
you do not adequately communicate with your female patients, they will have no problem
communicating with their friends and family members about your hospital’s lack
in communication skills. According to Dr. Vicki Lucus, the number one reason
that women change health care providers is poor communication. Dr. Lucus goes
on to explain that if women are satisfied with their services, they will tell
3-5 people but if they are dissatisfied, they will tell ten times that number. Be
on the positive end of that statistic if at all possible.
One-Stop Shopping
The
integration of services is very important to women. Dr. Lucus explains, “A
virtual women’s center is one that is developed based upon an integrated
planning process, integrated structure, standardization of branding, marketing
and customer service, and the development of tactics to promote seamless
integration within the service line.” Many hospitals are beginning to integrate
various products and services into their repertoire of offerings to women such
as spa treatments, prosthetics, aesthetics, cancer specialty items as well as
female-focused service lines such as Women’s Heart, Oncology and OB/GYN just to
name a few
Next up:
Needs
– What the female consumer needs in her healthcare provider. Check back for
more information about What Women Want (in their Healthcare).
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