It’s no secret that women hold the power when it comes to many household decisions and purchases. According to a Boston Consulting Group study, women in the U.S. reported controlling 72.8 percent of household spending, while women around the world controlled $12 trillion of the overall $18.4 trillion in global consumer spending.[1]

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When it comes to health care decisions in particular, women play an even bigger role. According to the U.S. Dept. of Labor, women make approximately 80 percent of health care decisions for their families and are more likely to be the caregivers when a family member falls ill.[2]

Mothers in particular have gained the attention of marketers and advertisers because of their key role in decision-making for their families. At Saxum, we lovingly refer to these women as “power moms,” and their influence on health care is worth exploring.

To be fair, I should disclose that I fall into this power mom demographic, and while my bias may be obvious, there is plenty of third-party research to back me up.

Here are a few key considerations for marketers looking to engage with power moms:

  • Technology is key – Power moms are always on the go, so they embrace mobile technology in many forms. Optimizing Web content for smartphone and tablet viewing helps moms access health-related information quickly and share it easily. Mobile marketing also provides a variety of tools such as push notifications via text message and email for everything from appointment reminders to coupons.
  • They do their homework – Because they are tech-savvy, power moms take to online platforms to research health-related topics. Whether seeking a physician recommendation via social media or researching symptoms for a medical condition, women seek out health information for themselves and their families. [see black and red chart below for possible corresponding visual]
  • Multi-tasking is second nature –Stay-at-home moms and working moms are both pressed for time and multi-task to keep up. Content should be educational and concise, while also fitting in to women’s daily habits. Infographics like this one can provide insight into the online activity and purchasing habits of working moms. This information can help develop a more impactful marketing plan to reach them.
  • Forget the stereotypes, and try listening – From television ad campaigns to direct mail to websites, women process information and make purchasing decisions differently than men[3] and most feel misunderstood. Research shows that 66 percent of women feel misunderstood by health care marketers, while 91 percent say advertisers don’t understand them. It’s safe to say that conducting focus groups or message testing could go a long way to improve the effectiveness of marketing.

Lindsay Vidrine is an account director and leads Saxum’s health care practice group.


[3] Source link: http://www.she-conomy.com/report/marketing-to-women-quick-facts *Compiled by Marketing to Women Conference (Including Yankelovich Monitor & Greenfield Online for Arnold’s Women’s Insight Team)]