What Women Want (in their Healthcare) Part 3

by Ashley Sollars

Ten Adams Blog Manager

BUYING TRENDS

 

Stages of Life

Throughout a woman’s life, she has different healthcare needs and marketing professionals should identify these needs and target the demographic that is most pertinent. Some service lines are very specific to one age group such as geriatrics and OB but others span across a lifetime such as psych and gynecological services. As stated before, women’s services as a whole should include a strong base of primary care providers – but all women’s care services should also fall within the envelop of wellness and lifestyle solutions.  Always focus on the positive: prevention, wellness initiatives, screenings, and a healthy way of life.

 

Emotional Trends

According to Vicki Lucus, Ph.D., president of Strategic Healthcare Initiatives, 85% of women base their decisions on emotional factors. Focus on the Family conducted a study on why abused women stay with their abusers instead of simply leaving them. Twelve reasons – all emotional – were listed why women do not leave. No where in Focus on the Family’s study did they conclude that women stay to avoid worse physical harm if they left. Ms. Lucus goes on to explain that women perceive almost all interactions within an emotional context and have a higher retention rate with an emotional link. In general, women will reformulate it into an emotional context. Your advertising should appeal to the emotional side of women and their needs and your staff should build positive experiences with their female patients to ensure their return.

At Least One Women’s-Centered Center of Excellence

It has been documented that if your hospital has at least one Center of Excellence in Women’s Services, the entire program will be considered superior. By the same token, if your hospital’s women’s program’s reputation is damaged, it will take decades to become a leader again. If your hospital is fortunate enough to sport a Center of Excellence in women’s services, capitalize on it. If not, focus on obtaining this title and highlighting strengths within your women’s departments.

 

Recap

• Define the key niches within the female demographic
• Benefit from case studies and examples of marketing strategies to women that work
• Educate and involve your consumers to gain loyalty
• Differentiate your facility from the competition