Women are an attractive audience for healthcare marketing – and they are easy to contact online.
Women are becoming the most attractive target audience for healthcare companies. On average, women are up to 50% more likely to visit a physician than their male counterparts. And the Internet is a good place to attract their attention: almost one in five women has looked online for health information in the last twelve months.
Women’s interest in health information has moved on considerably from the traditional women’s health conditions such as HRT and contraceptives. They are now looking for information on a much wider range of conditions including type II diabetes, heart disease and depression, as well as more palpable female conditions such as female sexual dysfunction and endometriosis.
The traditional role of women as the principal carer for other family members means that they are also searching for health information for their partners and children. Opportunities exist for healthcare companies to provide both men’s and children’s health information via women. Around 38% of women in the six major markets, who have looked for health information in the last twelve months, have looked for information for other people.
For most conditions such as osteoporosis and type II diabetes, awareness campaigns serve as a useful tool in educating women on disease risk factors and aim to encourage women to visit a physician earlier. In turn, persuading women to visit doctors sooner is key to improving diagnosis and treatment rates.
In the last decade, the growth in new media channels such as the Internet, mobile technology and interactive television, has created unprecedented healthcare opportunities for interacting with women. The sheer size of this online population, the activities it conducts and the influence that it can potentially have on treatment outcomes makes it very attractive to all healthcare players.
Related research: Datamonitor: Pharmaceutical Marketing Online: Targeting a Female Audience (DMHC1859)
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