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.