Healthcare Marketers Can Reach Female Patients Using Emotion, TV
Being ignored by male doctors when you say you’re in pain. Seeing all-male government panels discussing women’s reproductive health. Then noticing health ads on TV are mainly about male medical issues — usually involving bathtubs. These are the opportunities healthcare marketers have to address when they start effectively reaching women, and one expert suggests the best method is emotional connection using an old-fashioned marketing channel — TV commercials.
To market effectively to female patients, women have to feel understood, emphasizes Kathy Selker yesterday in her post on The Fem Factor.
“Marketing to women still has a long way to go, including for hospitals, with two-thirds of women stating that they feel misunderstood by healthcare marketers. With a global value of over $6.5 trillion, the healthcare market offers a bevy of opportunity to hospitals and other healthcare organizations that show they consider women’s perspectives and experiences important.”
Making the Case for Using TV as the Marketing Channel That Reaches Female Healthcare Consumers
We’ve covered how marketers can drive conversions by appealing to emotion and that marketers say storytelling mediums, like video, provide the best avenue for emotional connection.
Here’s what I wrote about emotion converting consumers:
“Fear. Greed. Guilt. Anger. Exclusivity. Salvation. Flattery. Copywriters need to use these emotional hot buttons to spur action, Denny Hatch has been telling Target Marketing readers for years.”
Here’s what I wrote about emotional connection via storytelling mediums — in this case, video:
Auto marketers say the medium conveys emotion. Others say it aids in storytelling.
[Influence & Co. CEO John] Hall simply says this channel isn’t going away.
He says: “Fifty-five percent of people consume video content thoroughly, and by 2020, online videos will account for more than 80 percent of all consumer internet traffic.”
But Selker further emphasizes that online video doesn’t work as well when appealing to potential female patients as does traditional TV:
“TV remains a popular medium. In a recent study of over 1,000 U.S. consumers, the overwhelming majority (58%) said they prefer TV advertisements over those delivered via any other medium. The next highest was online (13%).”
Emotional Storytelling Will Convert Female Healthcare Consumers Best
Selker cites marketing campaigns that got it right: Always #LikeAGirl, Dove #SpeakBeautiful and Sport England’s This Girl Can.
“Women engage more with ads than men do, and they respond strongly to storytelling, emotion and portrayals of relationships. When women see their own behaviors in advertising, or when they see true stories about people going through what they’re experiencing, they can form a strong emotional bond with a brand very quickly.”
What do you think, marketers?
Please respond in the comments section below.
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