Women represent the majority of people seeking health information online and in print; they account for twice the healthcare expenditures of men, and they are far more likely than their male counterparts to talk about their experiences at your office.
Clearly, the most successful marketing strategies for physician practices pay careful attention to women’s needs and preferences, and focus their efforts in that direction.
The time-worn adage “When Mama’s not happy, nobody’s happy!” applies in the medical practice in ways that might surprise the casual onlooker. Women’s healthcare providers generally understand the need to reach out to women, and many pediatricians and family medicine specialists get it, too. But what about specialties with a higher percentage of male patients: the sports medicine clinic, the urologist, or the developing men’s health specialist? Studies show that a significant majority of male patients decide to see a doctor only after a significant female in their lives pushes them. influencers.
- Offer a talk at the hospital or a local women’s civic group on “Health Issues Facing the Men in Your Life,” or a narrower topic with the same spin.
- Provide specific Web pages on your site that approach men’s health from a concerned woman’s viewpoint—ask a local OB/GYN group if you can put a link on its Web site.
- Run a print ad that catches a woman’s attention. For example, a urologist might introduce awareness of benign prostatic hyperplasia with: “Do your husband’s trips to the bathroom keep you up at night?”
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