Women's Health Marketing

Part
01
of two
Part
01

Women's Health Marketing Trends: Part 1

The growth of telemedicine and the use of social media are additional top trends in women's health marketing in 2019.

THE GROWTH OF TELEMEDICINE IN WOMEN'S HEALTHCARE MARKETING

ABOUT THE TREND:
  • This trend is an innovative way that gives health care professionals an option to "evaluate, diagnose and treat patients at a distance" using telecommunications technology.
  • According to statistics from a study that analyzed 383,565 telemedicine visits by 217,851 patients, women were more inclined to use telemedicine services than men, with female patients making up 63% of patients using telemedicine.
WHY THIS IS A TREND:
EXAMPLES OF THE TREND BY WOMEN HEALTHCARE PLAYERS:

THE USE OF SOCIAL MEDIA IN WOMEN HEALTHCARE MARKETING

ABOUT THE TREND:
WHY THIS IS A TREND:
EXAMPLES OF THE TREND AS DEMONSTRATED BY WOMEN'S HEALTHCARE PLAYERS:

RESEARCH STRATEGY:

We leveraged a compilation of industry reports, leading publications, and expert blogs to curate the additional top trends in marketing for Women’s Health in 2019. We began searching through YourStory, Lyfe Marketing, Intrepy, Healthcare Success, Market Research, etc. However, we were unable to find any healthcare marketing trends specific to women's healthcare. The information we found was the overall healthcare marketing trends. Thus, we shifted to a creative strategy in order to satisfy the requirements of the request. We first identified the top healthcare marketing trends. We defined top as mostly used by healthcare providers. This yielded helpful results, such as the growth of telemedicine and the use of social media marketing. Additionally, we researched supplementary sources on how these healthcare marketing trends will affect women. We searched through Becker's Hospital Review and QuickSprout. We found some helpful statistics that correlate our findings. We then identified the women's healthcare brands that reflect these trends to complete the request.

Part
02
of two
Part
02

Women's Health Marketing Trends: Part 2

The use of chatbots and geo-fencing targeting are two additional top trends in marketing for women's health in 2019.

Use of Chatbots

About the Trend

Why This is a Trend

Examples of Trends by Healthcare Players

  • Chatbots are also being adopted by healthcare players that are focused on women, with chatbots such as SafedrugBot being adopted by "healthcare practitioners dealing with pregnant and breastfeeding women."
  • Izzy is another chatbot being employed by women healthcare marketers to improve the patient experience as it is designed to help women track their menstrual period and find related resources, especially as some women may be reluctant to share such information with another person.
  • Bots4Health is another chatbot focused on "helping young women access information about their sexual and reproductive health."
  • Conversa Health developed a "chatbot that helps patients prepare for a colonoscopy" and there is also a "Cancer Chatbot is helpful to patients undergoing chemotherapy by sharing with them tips and tricks."

Geo-Fencing Marketing

  • Geo-fencing is about using GPS technology and other means to target people at a particular location for a marketing campaign and it has been identified as a healthcare marketing trend in 2019.
  • Healthcare marketers are finding that they can target people visiting similar health facilities as theirs or competitors in their vicinity in order to get such people to visit their clinics. "Geo-fencing leverages GPS signals to identify where an individual is located, so when a patient with a smartphone enters the fenced area and uses their device, an ad will pop up tailored to the location."
  • It is even more priceless because it can also get them to target a specific demographic, and marketers are already taking advantage of it. However, as the marketing trend keeps gaining ground, there have also been privacy concerns that healthcare marketers have to navigate.

Why This is a Trend

Examples of Trends by Healthcare Players

  • RealOptions Obria Medical Clinics is one of the popular healthcare players that have adopted this form of marketing to reach "young women aged 18-24 who had searched online for information about abortion and--here's the geo-fencing part--who were also near one of 140 reproductive health centers and methadone clinics included in the ad campaign."
  • Bethany Christian Services also used geo-fencing to target women going into reproductive health clinics.
  • Smith and Jones reported that they are running a geo-fencing campaign a hospital client that is showing a 0.31% click-through rate (CTR) on display compared to their standard geo-targeting display ads at 0.08%.
  • Acquisio also describes a geo-fencing campaign they conducted for a US hospital where they used geo-fencing to target all clinics within a 50-mile radius of the hospital and displayed in-app ads while the patients waited. The campaign resulted in a "CTR of 0.18% which was higher than the 0.10% goal of the campaign."

Your Research Team Employed the Following Strategy:

To find additional top trends in marketing for Women’s Health in 2019, we leveraged a compilation of healthcare marketing trend reports from leading publications and expert blogs to curate the additional top trends in marketing for women’s health. We searched sources such as YourStory, Lyfe Marketing, Intrepy, Healthcare Success, Market Research, etc. However, we were unable to find any healthcare marketing trends specific to women's healthcare. The information we found was the overall healthcare marketing trends. Thus, we employed a creative strategy to satisfy the requirements of the request. We first identified the top healthcare marketing trends. We defined top as trends that were reported in at least three independent marketing trends reports. This helped us identify trends such as the use of chatbots and geo-fencing. We then further searched to see if these health marketing trends have been used to target women and selected those trends where we found evidence that they have been used to target women.
Sources
Sources

From Part 01
Quotes
  • "Convenience remains king and healthcare providers are increasingly recognizing that telehealth will help them deliver their care faster. Many systems get their start in telehealth by testing the waters with a departmental approach, but more are now taking a system-wide approach."
Quotes
  • "Telemedicine allows health care professionals to evaluate, diagnose and treat patients at a distance using telecommunications technology."
Quotes
  • "The latest healthcare marketing trends revolve around social media. Attitudes are changing towards social media. People are now using it for advice and as an informational resource for making healthcare decisions."