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:
- Telemedicine has been widely used by healthcare providers as this provides more convenience and increases their efficiency, which is a key consideration factor for consumers.
- Healthcare providers are becoming aware that telehealth will speed up the pace of healthcare delivery. Most healthcare providers test telecommunication with one department, but recently, more providers are diving in system-wide.
EXAMPLES OF THE TREND BY WOMEN HEALTHCARE PLAYERS:
- Johns Hopkins Medicine: Johns Hopkins Medicine has demonstrated the growth of telemedicine by expanding their telemedicine service. Their new telemedicine innovation includes using a "custom-made telemedicine cart to examine a patient in the Emergency Department (ED) which is going to help off-site clinicians assess patients and initiate care." The hospital's pediatric cardiologists also use telecommunications to remotely monitor "irregular heartbeats in fetuses of mothers."
- Children's Hospital Colorado: Children's Hospital Colorado has demonstrated the growth of telemedicine specific to Maternal and Fetal Telemedicine Program to patients across the country and on the Western Slope. Women can access the services of fetal cardiologists and maternal-fetal medicine experts without the need to cross the Continental Divide.
THE USE OF SOCIAL MEDIA IN WOMEN HEALTHCARE MARKETING
ABOUT THE TREND:
- This trend involves leveraging social media channels to connect with patients in order to build the brand, increase sales, and improve website traffic.
- This also involves posting compelling content, interacting with social media followers, running ads, and analyzing results.
- According to some studies, women are more active on social media than men.
WHY THIS IS A TREND:
- Social media marketing is widely used by healthcare providers making the US healthcare industry more transparent.
- Statistically, 60% of doctors are of the opinion that social media enhances the quality of patient care; 66% of doctors used social media for professional purposes; 31% healthcare professionals perform professional networking on social media; and 22% of patients rely on Facebook for medical answers.
EXAMPLES OF THE TREND AS DEMONSTRATED BY WOMEN'S HEALTHCARE PLAYERS:
- Shenandoah Women's Healthcare: Shenandoah Women's Healthcare has demonstrated the use of social media marketing by posting and sharing upcoming events specific to women like National Midwifery week and Annual Breast Cancer event in their Facebook page. Additionally, they also shared some ways to support a mom and the services they offered specific to women.
- Center for Women's Health: Center for Women's Health has demonstrated the use of social media marketing by posting a video presentation of one of their OB/GYN that demonstrate his skills in the service in their social media platform. Additionally, they also share information and tips specific to women’s health, like birth control for either pregnancy prevention or menstrual control.
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.