Digital Healthcare Marketing Strategies for Men

by | May 16, 2018 | Consumer Engagement

It’s no secret that many men avoid going to the doctor—here’s some digital healthcare marketing strategies that can capture their attention with intentional messaging.

About 40 per­cent of men skip annu­al check-ups, accord­ing to the Cleve­land Clin­ic. Not only does this mean that these men are at greater risk for an undi­ag­nosed chron­ic con­di­tion, it also means that health­care mar­ket­ing efforts may not be very effec­tive at reach­ing this seg­ment of the pop­u­la­tion. When it comes to con­nect­ing men with a health­care mes­sage and mar­ket­ing, it may be time to shift tactics.

When think­ing about employ­ing dig­i­tal health­care mar­ket­ing strate­gies for men, here are a few ideas for con­sid­er­a­tion based on our experience.

Give Men the Healthcare Marketing They Want

As is the case with any suc­cess­ful health­care mar­ket­ing cam­paign, it is essen­tial to speak the tar­get audience’s lan­guage. True North has helped clients devel­op cam­paigns pro­mot­ing men’s health by align­ing the top­ic with inter­ests out­side of health­care, like par­ent­ing, exer­cise, grilling and cook­ing, and sports.

For exam­ple, one direct dig­i­tal cam­paign pro­duced by True North con­nect­ed an annu­al col­le­giate bas­ket­ball tour­na­ment to a client’s pro­mo­tion of vasec­tomies. The cam­paign encour­aged men con­tem­plat­ing the pro­ce­dure to sched­ule dur­ing the month of March so they could stay home to recov­er while watch­ing bas­ket­ball on TV.

Anoth­er True North client pro­duced a quar­ter­ly eight-page print pub­li­ca­tion that read like the news­stand mag­a­zine, Men’s Health. The pub­li­ca­tion reg­u­lar­ly fea­tured give­away pro­mo­tions to a local sport­ing goods store and per­son­al ques­tion Q&As with area doc­tors, which made the physi­cians seem more acces­si­ble and relat­able to read­ers. This mag­a­zine dis­trib­uted to the com­mu­ni­ty in con­junc­tion with a sec­ond title that fea­tured con­tent geared entire­ly toward women.

While an entire pub­li­ca­tion or cam­paign designed to reach men can be a pow­er­ful tool, it’s not the only option. Some True North clients rou­tine­ly cov­er men’s well­ness top­ics among oth­er content—both dig­i­tal­ly and in print. Sev­er­al cre­ate pub­li­ca­tions with des­ig­nat­ed depart­ments and/or themed issues specif­i­cal­ly for men’s health.

Check the Data

At times, clients don’t rec­og­nize the need to mar­ket to men. In one instance, True North was able to help a client iden­ti­fy that focus­ing their mar­ket­ing efforts on women and chil­dren to pro­mote one of their loca­tions may have been short-sight­ed. By lever­ag­ing the clien­t’s CRM, our strat­e­gy team dis­cov­ered that the largest patient pop­u­la­tion in that area con­sist­ed of men ages 45 to 54. This led to diver­si­fy­ing the next direct mail cam­paign to include pho­tog­ra­phy and mes­sag­ing specif­i­cal­ly tar­get­ing men with­in that demographic.

Tie Local Programs with National Themes

When it comes to mar­ket­ing health­care to the men in your area, con­sid­er expand­ing on a nation­al theme. For instance, “Movem­ber” is a nation­al aware­ness cam­paign for men that con­nects the idea of grow­ing facial hair dur­ing the month of Novem­ber to under­stand­ing the risks and get­ting screened for prostate and tes­tic­u­lar can­cer, as well as men­tal health issues. Incor­po­rat­ing the Movem­ber con­cept into your hospital’s out­reach efforts for Novem­ber is one way to encour­age men to turn to your facil­i­ties for screen­ings and care.

Meet Men Where They Want to Be

Anoth­er approach to engag­ing men in health­care con­ver­sa­tions is mak­ing offices more wel­com­ing to them. Think man cave rather than exam room. Whether it’s by offer­ing com­pli­men­ta­ry Wi-Fi or out­fit­ting the lob­by with com­fort­able leather fur­ni­ture, design­ing a space with men in mind—much like women’s health facil­i­ties do for their patients—could pay off. Con­sumer feed­back is impor­tant, so ask you vis­i­tors what they would like to see from their provider.

Think Outside the Office

Do men need to come to your facil­i­ty, or can you meet them where they are to ful­fill their health­care needs? Tele­health apps are one way to pro­vide care to men for acute ill­ness­es, while chron­ic dis­ease risk can be addressed by set­ting up health fairs at work­places or at com­mu­ni­ty and sports events.

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