New York, NY — A recent AdWeek article stresses the importance of considering a woman’s point-of-view when creating healthcare-focused ads, since they’re the key decision makers when it comes to health- related issues (94% of the time, according to GreyHealth Group). Oftentimes women, especially moms, are putting others the needs of others before themselves, and that’s a critical human insight when talking about healthcare. They’re key influencers for their children, friends, spouses, and kids, and it’s important to provide them actionable solutions and transparent information, like Pfizer did with its Trumenba campaign.
Check out the article here: http://www.adweek.com/news/advertising-branding/why-healthcare-advertisers-should-really-consider-womens-perspectives-campaigns-170987
Why this matters:
Women are busy and expect their healthcare providers to be trustworthy so they can make quick decisions; they don’t necessarily have that same trust in the healthcare brands that are marketed to them. Showing transparency and consideration to the multiple roles that women play throughout the decision-making process earns trust and builds relationships. At the end of the day, these are some of the most important consumer expectations to consider when crafting powerful messaging and tactics, and building brands that sustain strong relationships with consumers.
About the Author:
As Managing Director of Innovation and Insights for Syneos Health Communications, Leigh is responsible for building and scaling a global team of healthcare experts who together help life science leaders better understand the complex lives, influences and expectations of their customers. Specifically, they uncover actionable insights that fuel empathy and creativity; lead co-creation events that let marketers learn from peers, trends, and new possibilities; and help clients identify the most valuable and useful new customer experiences to create.
Leigh has worked with Fortune 1000 companies to craft their digital, mobile, social and CRM strategies for nearly 20 years.She’s worked for category-leading agencies in retail, public affairs, B2B technology, and higher education. Prior to moving to Syneos Health Communications, she held several leadership roles at our largest agency, GSW. There, she founded an innovation practice fueled by the zeitgeist and spearheaded digital and innovation thinking across the business.
Leigh has taken a special interest in complex healthcare products that can change lives in meaningful ways. She was recently a strategic lead on the 3rd largest launch in pharmaceutical history: Tecfidera. Before that she had keys roles with Eli Lilly Oncology, Abbott Nutrition, Amgen Cardiovascular, and Eli Lilly Diabetes.
A critical part of Leigh’s work is trends and new ideas. Every year, she convenes a group of trend watchers from across our global network to identify the shifts most critical to healthcare marketers. This year, she led over 250 experts to experts to focus on the most important changes in the commercial, consumer, marketing, digital and healthcare landscapes. (See reports at trends.health)
Leigh is a sought-after writer and speaker. Recognized as one of the most inspiring people in the pharmaceutical industry by PharmaVoice and Top 10 Innovation Catalysts of 2017 by MM&M, Leigh also was recognized as a Rising Star by the Healthcare Businesswomen's Association (HBA) for her overt passion, industry thought leadership and significant contributions in new business, strategy and mentoring.
