Few would argue the importance of launching campaigns that reach women - who are considered healthcare gatekeepers and primary decision-makers. The marketing challenge is in finding innovative strategies that work.
In this age of health information overload, women are most receptive to campaigns that first earn their trust and then reach them at the right place and time. Recently, HPRMN spoke with two companies that offer unique and highly targeted opportunities to reach women in environments that are conducive for delivering health information - doctors' offices, health clubs and the Internet.
In less than two years, Women's Health.in the news, has developed its own news niche. This batch fax news delivery service in New City, N.Y., targets women's clinics and OB/GYN departments nationwide with one-page summaries of time-sensitive weekly news. It reaches more than 14,000 healthcare professionals and more than 673,000 patients per week.
Women's Health covers a wide range of news from breast cancer and hypertension to heart disease and nutrition culled from various consumer and professional media sources in a "non-flashy, straightforward way," says Susan Null, president of Women's Health. Physicians receive the report every Monday morning and distribute it to patients and display it in their waiting rooms.
The report offers healthcare marketers a vehicle to deliver controlled messages in a credible news environment, says Null. Through its "Of Note" section marketers work with Women's Health editors on promoting research studies, special clinics and outreach activities. The cost to sponsor the column starts at $5,500 per week.
The participation package includes customizable topic development and article composition, one-company exclusivity and follow-up contact information.
Earlier this month, the service became the official women's health news resource for Netpulse Communications, an Internet service provider for almost 100 health and fitness clubs nationwide. The service replaces the control panels on fitness equipment with color touch-screen computers that have Internet access.
Women's Health will be a featured news service that women can click onto as they are working out on Lifecycles and Stairmasters. Marketers can develop 30-second video health tips to accompany the "Of Note" columns viewed online. There are also opportunities for promoting 90-second VNRs on the Netpulse site. These online sponsorships start at $9,500.
Reaching Women at Mid-life
Another untapped opportunity within the women's market is the mid-life target. As We Change, a national mail-order catalog in San Diego, zeroes in on this demo of women (ages 40 to 65) with a full range of mid-life-oriented products and information. Last month, the catalog launched its Web site at http://www.aswechange.com, to take advantage of the surging online women's market.
The catalog and Web site celebrates the mid-life stage and tries to strip away the stigma of getting older, says Julie Martin, cofounder of As We Change.
The e-commerce site is a marketplace for helping women manage the changes of menopause by offering health information and a full range of retail products - from beauty items to nutritional supplements.
Martin attributes the success of the catalog, which reaches more than 3 million women, to the convenience and privacy it offers women in this age range who have special informational and retail needs. She expects the Web site to extend the catalog's brand equity, by reaching a wider women's audience who can retain their anonymity. Martin anticipates that the site will generate 5 to 10 percent of the company's overall revenue by the end of the year.
There are several opportunities for healthcare marketers to develop informational partnerships with the catalog and Web site, particularly for physician practices and research institutions.
The site is looking to expand its informational offerings in the key health categories that are important to mid-life women, such as osteoporosis, breast cancer, heart disease and fitness and nutrition. The site will feature more hotlinks to women's health organizations and interactive sections like chat rooms and directories for various health resources.
(Women's Health...in the news, Susan Null, 914/634-9140; As We Change, Julie Martin, 619/456-8333)
Fast Facts About Women Online
As a testament to the swelling ranks of female cybersurfers, they made 60 percent of all online purchases this holiday season, according to Media Metrix, an Internet measurement company.