What healthcare can learn about marketing to women from top brands LET’S GO MAKE A DIFFERENCE franklinstreet.com Hot Mamas on Harleys #ISHMPR
Sandwich Smarts: Franklin Street 1/19/12
Dec 05, 2014
Hot Mamas on Harleys: What Healthcare Can Learn about Marketing to Women from Top Brands presented by Kenya Gibson and Melissa Speir from Franklin Street
The new face of marketing to women abandons stereotypical attributes and instead focuses on building meaningful, profitable relationship with today’s healthcare consumer. Examine how top brands successfully market key services to women, who make 80% of all healthcare decisions in the household.
The new face of marketing to women abandons stereotypical attributes and instead focuses on building meaningful, profitable relationship with today’s healthcare consumer. Examine how top brands successfully market key services to women, who make 80% of all healthcare decisions in the household.
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What healthcare can learn about marketing to women from top brands
LET’S GO MAKE A DIFFERENCE
franklinstreet.com
Hot Mamas on Harleys
#ISHMPR
Melissa SpeirVP of Marketing Strategies
LET’S GO MAKE A DIFFERENCE
Kenya GibsonDirector of Client Services
• What the best brands know about marketing to women
• 3 key trends impacting women-focused branding
• Case studies from healthcare and outside healthcare
• Actionable ways to brand your hospital better to women
WHAT WE’LL LEARN
Engaging women across multiple platforms
THE SECRET TO EFFECTIVE BRANDING
1. Story Telling to Story Building
3 KEY SHIFTS IN MARKETING TO WOMEN
2. One Big Screen to Many Little Screens3. Inspiration to Aspiration
Branding is no longer a one-way conversation
SHIFT #1STORY TELLING TO STORY BUILDING
Nielsen/NM
Nielsen/NM
A DIFFERENT BRIEF FOR STORY BUILDING
• What is our audience really interested in?
• What ideas can build a bridge from their interests to our brand?
• Why might they talk about this idea?
• How and where can they get involved?
• What will keep the conversation going?
Earl Cox, The Martin Agency
Tonight, 70% of people watching TV will also be doing something else
SHIFT #2ONE BIG SCREEN TO MANY LITTLE
MOBILE FACTS
• Mobile searches quadrupled last year
• 1 in 3 mobile searches are now local
• Americans spend on average 2.7 hours per day “socializing” on a mobile device
“My time to ride”
SHIFT #3INSPIRATION TO ASPIRATION
• 3 key trends impacting women-focused branding
• Case studies on creating loyal relationships
• Strategies to involve physicians and drive referrals
• Ideas for identifying opportunities that impact the bottom line
TAKEAWAYS
Questions?
@franklintweets
franklinstreet.comgojunto.com (blog)
[email protected]@franklinstreet.com
facebook.com/franklinstreet
Thank you
@franklintweets
franklinstreet.comgojunto.com (blog)
[email protected]@franklinstreet.com
facebook.com/franklinstreet
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