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 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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