the business of women's health
DESCRIPTION
If you have a health care product, service or you're an innovator in health care today, you'll want to market to women - they are the Chief Health Officers today. Kelley Connors, MPHTRANSCRIPT
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Social Media Influencers, Advocates and Agents of Change
in Women’s Health
World Congress on the Business of Women’s Health
Boston, MA
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Social Media is a Business Strategy
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81 percent of healthcare consumers consider a hospital with an active online presence to be more "cutting edge,”
June 2011, YouGov Healthcare
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Just to confirm….• 66% of women don’t believe health care
marketers understand them• 75% of caregivers are women• 65% of people using social media are
women • 80% of women online search for health• 32% of people use social media to choose
provider or org. (April 2012, PwC, 1,000 surveyed)
Sources: comScore, Neilsen, Harris Interactive, Marketing to Women by Marti Barletta
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Midlife Women’s Health Matters- 95%+ of health care decisions for themselves,
their family and parents- 50+ healthiest, wealthiest and most active
women ever- Females 55+ is the fastest growing Facebook
segment- 700 medicines in pharma’s pipeline, many
related to effects of aging Post WHI - Women seeking solutions for healthy
aging, many seek quality of life solutions
Source: iCrossing, Jan. 2008 and Pew Institute Research, June 2009
Sources: National Women’s Health Resource Center, Pharma.org
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How to Build Your Brand WITH (Midlife) Women
Education Influence
Outcome
Her Goal Inspiration
Attention
Attraction
Adoption
Advocacy
One to one Many to many
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Advocates & Influencers
Want to express their opinions
They have something important to say
Your direct connection to women
Seek media attention for clout
Share their stories, and other’s too
Inspire others
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“We are losing trust in the government, politicians, the media and many corporations. But as it turns out, we trust each other.”
Elisa Camahort Paige, Co-Founder, BlogHer
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Real Women on Health
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The power of social media is listening and engaging with consumers on their terms
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It’s easier than ever for women to share collective wisdom and subtle secrets
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How Women Rule
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Where Women Rule
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How Age Affects SM use
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Leverage On-line Buzz Choose Your Technology
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Listening
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Create a response strategy
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Key take-aways1. Remember what women want: information, socialization and fun. Midlife women love to laugh, and want to make a difference!
2.Let women talk themselves into loving you. Use message boards, blogs. Invite them to participate in a consumer panel.
3.Make social media a business strategy, and don’t use social media in a “pinch” when you need women’s support. Make it a business strategy.
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Contact
Kelley Connors, MPHPresident, KC HealthFounder, Real Women on HealthEmail: [email protected]: http://www.kc-health.comTwitter: @kelconnors