by Ashley Sollars
Ten Adams Blog Manager
NEEDS
KnowledgeMy
mother used to be so nosey about everything and it would really drive me crazy,
but as I grew older I found out (through my own experiences with my family) that
she wanted to know all the details because she was so used to taking care of
everything and everybody; it became necessary to stay on top of the particulars.
The U.S. Department of
Labor reports that women make three-quarters of health care
decisions for their families and are more likely to be the caregivers when a
family member falls ill. Blame it on our nosiness or the pressures of maternal
instinct, but a when a girl is old enough to stop seeing her pediatrician, she will
take it upon herself to make use of all the resources she can get hold of to stay
abreast her own health. With the popularity of the internet and social media
sites, obtaining information about your health and health care is a piece of
cake. My mom relied on the Doctor’s Book
of Home Remedies, and her trusty Webster’s
Medical Encyclopedia to barely keep up with the doctors that were treating
us. Now, she hops on WebMD, the Mayo Clinic, Google Health, eMedicine, or Wikipedia
which provide her with more information than she has ever had access to before
including: an illness overview, cause, symptoms, what happens to you, what
increases your risk, when to call a doctor, exams and tests, treatment and
overview, prevention, home treatment, medications, surgery, other treatments,
other places to get help, related information and references. Then, she
continues her care after she leaves the doctor’s office by joining social sites
that cater to those with a particular condition, finding recipes for food that
addresses particular issues, and she can even check up on a healthcare
provider. Women empower themselves by being knowledgeable about what is
happening to themselves or their family. Women also tend to gather information
about health and wellness which makes her feel less vulnerable to poor outcomes.
By exchanging information with her, a physician not only empowers her and gives
the perception of respect, but can also quash inconsistencies and untruths that
lurk on the World Wide Web.
Specialized Care
Just
as children are not miniature adults, women are not small-boned men with less
hair. Women think differently, act differently and have very different health care
needs. In the New York Times, Nancy
Folbre writes, “Even health reform is a woman’s issue. Women need more health
care than men because of the combined demands of pregnancy and family planning.
The typical American woman who wants to have two children will spend about five years being pregnant, recovering from pregnancy or trying
to get pregnant, and about 30 years trying to avoid unintended pregnancies.” Many
tend to think of women’s health care as the OB/GYN department, but in order to operate
a successful woman’s sector, it must be supported by a strong base of primary
care providers and incorporate a network of multiple specialists. Many diseases
and conditions primarily affect women such as certain cancers, immune diseases
and cardiovascular issues and therefore specialized care is necessary. Take
inventory of your programs. Growth in women’s initiatives may come in expanding
a certain service line to include a specialized women’s department or in
developing tactics to mold part of a program to cater to women’s needs.
Honesty, Trust and Safety
Have
you ever heard that saying, “Hell hath no fury like a woman scorned?” When you
break a woman’s trust – especially by not telling her the whole truth – she
might forgive but will never forget. According to docstoc, women who have been
cheated on by a spouse are more hurt by the emotional relationship their
partners formed than the physical relationship. Women build their relationships
around these three factors and when the other party abuses any of them, the association
is rendered wounded. Also, each one of these factors relies on the other. If a
patient feels her physician is not being honest with her, she will feel that she
or her children's safety is being violated and her trust goes right out the
window. What does that mean for the marketing department? Consistent, clear
messaging that reassures her of your compassionate and thorough care and a deep
understanding with physicians and staff about women’s needs.
Next up: Female Consumer Buying Trends in the healthcare arena. Check back for more
information about What a Woman Wants (in her Healthcare).
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