Women’s Health Focus: Best Practices for OB GYN Marketing and More

by | Jun 21, 2021 | Content Strategy

Women make about 80 percent of healthcare decisions for their families. Here are a few best practices for marketing OB GYN and other services to women and connecting with these key decision-makers at each stage of their healthcare journey.

When it comes to health­care, women are in a pow­er­ful posi­tion. In the typ­i­cal fam­i­ly, they make near­ly 8 out of 10 health­care deci­sions. They even hold 76% of all health­care jobs — but despite hav­ing access to so much infor­ma­tion, women are hun­gry for more. As a health­care mar­keter, you’re unique­ly posi­tioned to empow­er women and be their trust­ed part­ner on the health­care jour­ney. So whether you’re mar­ket­ing OB GYN ser­vices or just strug­gling to con­nect with women in mean­ing­ful ways, here are a few strate­gies for engag­ing women at each stage of the deci­sion-mak­ing process.

Engaging Women at the Awareness Stage

Whether a soon to be mom is won­der­ing what to expect or a mid­dle-aged exec­u­tive becomes a care­giv­er to her elder­ly par­ents, women at all stages of life are either can­di­dates or influ­encers for care. To meet them on their indi­vid­ual path­ways, join the con­ver­sa­tion on their pre­ferred chan­nels for edu­ca­tion, enter­tain­ment and social experiences.

Here are a few of the most effec­tive ways to engage women at the aware­ness stage:

Tra­di­tion­al media — In an age where sophis­ti­cat­ed dig­i­tal mar­ket­ing strate­gies are para­mount, we some­times for­get about the val­ue of brand build­ing through tra­di­tion­al media. It’s impor­tant for women to have a gen­er­al aware­ness of your brand through TV and radio, print mate­ri­als at the brand lev­el and more so they can form an opin­ion and devel­op affin­i­ty for you pri­or to need­ing your care.

Blog strate­gies — Devel­op blog appro­pri­ate con­tent that helps women make sense of day to day health con­cerns they or their loved ones encounter. For exam­ple, here are a few of the most com­mon health-relat­ed ques­tions (terms with at least 100 search queries per month) that women are asking:

  • How many steps a day do I take to stay healthy?
  • How do I stay healthy dur­ing pregnancy?
  • How to stay healthy after menopause?
  • How can I stay moti­vat­ed to eat healthy?
  • How do I stay healthy at work?

Using a data-dri­ven approach to con­tent, which can be learned through free cer­ti­fi­ca­tions and cours­es like these, to ensure every piece you devel­op aligns with the needs of your audience.

Social media efforts — Plat­forms like Face­book and Insta­gram build mean­ing­ful rela­tion­ships by shar­ing blog con­tent, sto­ries about patients and care­givers, and key news and updates from the health sys­tem through organ­ic, boost­ed, and paid post­ing. Take the time to thought­ful­ly respond when hand rais­ers com­ment on a post or ask questions—the “gold­en oppor­tu­ni­ty” to engage, accord­ing to Com­mon­Spir­it Health Sys­tem Man­ag­er of Social Media Julie Rose.

For the 25–40 demo­graph­ic in par­tic­u­lar, spend 2021 lean­ing into Insta­gram. With evolv­ing capa­bil­i­ties for adver­tis­ers and grow­ing engage­ment, it’s becom­ing a crit­i­cal plat­form when mar­ket­ing OB GYN and oth­er ser­vices to women.

Engaging Women at the Consideration Stage

Once the prob­lem is iden­ti­fied, women nar­row their focus and shift into active research mode. This often comes in the form of search, crowd­sourc­ing on social media or read­ing consumer/patient reviews. Con­tent at this stage should serve to guide women to the best option for care, and spot­light­ing your sat­is­fied patients is a pow­er­ful way to ensure they choose you.

Sum­mit Health Chief Mar­ket­ing Offi­cer Matt Gove illus­trates the impor­tance of social proof: “We are in this hyper-evolved world where refer­rals for every­thing mat­ter. Peo­ple won’t buy a pair of pants with­out ask­ing 10 of their friends what they think. They sure aren’t going to choose some­thing as impor­tant as life or death med­ical ser­vices with­out check­ing with oth­er people.”

To enable women active­ly seek­ing solu­tions for them­selves or loved ones, show up in these moments of need and deliv­er clar­i­ty through:

Con­tent assets — Quizzes, assess­ments and down­load­able guides that are pro­mot­ed through paid social media efforts and search efforts help women under­stand their health­care jour­ney and make informed decisions.

SEO per­for­mance dri­ven web con­tent — Web­site con­tent aligned to search trends and the con­sumer jour­ney will posi­tion your brand as a resource when con­sumers are active­ly look­ing for health­care answers. Remem­ber that con­sumers are going to search first with the prob­lem in mind, not the solu­tion, so think about how you devel­op con­tent to address symp­toms and con­di­tions, and how you guide that user to a solution.

Engaging Women at the Action Stage

It’s the moment of truth: The need is defined, the options nar­rowed, and now the only ques­tion is where to turn. While mar­keters have tra­di­tion­al­ly played it safe with gener­ic mes­sag­ing like “world-class health­care close to home”, this is where a more direct approach that high­lights your dif­fer­en­ti­at­ing capa­bil­i­ties is more effective.

Accord­ing to Dr. Zeev Neuwirth of Atri­um Health, stand­ing out in a sea of same­ness will be mis­sion crit­i­cal for health sys­tems to com­pete in the future.

“Health­care sys­tems are doing absolute­ly remark­able work; I just don’t believe they’ve actu­al­ly dif­fer­en­ti­at­ed them­selves enough,” he says. “Of course, you can’t be every­thing so the ques­tion is: What do you real­ly want to be, what do you want to do for the world? That seg­ment­ed focus is part of differentiation.”

Here are a few proven, prac­ti­cal ways you can reach women at the action stage:

  • Paid search cam­paigns — tar­get the right con­sumers with the right mes­sage and empow­er them to access the care they need.
  • Stream­lined con­ver­sion paths in cam­paigns and through web con­tent — these efforts reduce fric­tion in the appoint­ment sched­ul­ing process, ide­al­ly through tools like online sched­ul­ing and text reminders.

Common Threads throughout the Journey

By meet­ing women where they are with rel­e­vant con­tent as out­lined above, you can achieve the holy grail of health­care mar­ket­ing: reach­ing the right audi­ence in the right chan­nel with the right mes­sage at the right time.

It’s also impor­tant to remem­ber that mar­ket­ing to women isn’t a one-size-fits-all strat­e­gy. Yes, many women are moms and part­ners. Many of them love dot­ing on their chil­dren and grand­chil­dren. Some of them even like tra­di­tion­al­ly fem­i­nine col­ors. But not all. For decades, women have fought to be viewed as more than moth­ers. Women are pro­fes­sion­als. They run more than their house­holds. They run com­pa­nies and their lives. They may be spous­es or moth­ers, but they’re women first.

Let’s Connect with Women in Your Community

Our team of health­care mar­ket­ing experts can help you find, engage and con­vert deci­sion mak­ers for OB GYN and oth­er wom­en’s health services. 

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