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Both men and women think about health a lot. Not surprisingly, though, how they think about it and how they think about health for the other gender, is completely different. As a result, women are taking on the unofficial role of “chief medical officer” within their families.
This year, our agency conducted an independent study into the healthcare perceptions of people under the age of 45. When the data was compared by gender, the results were clear: Ultimately, women are significantly better at identifying health issues and priorities for both themselves and for men. While men overlooked reproductive health and hormone regulation as priorities for women, they also overlooked prostate health for themselves.
There are a few implications that come from this reality. As “chief medical officers,” women are more likely to be responsible for healthcare-related decisions and activities, such as scheduling and attending medical appointments, managing medications and making health and wellness purchases on behalf of their entire family.
Regardless of your product, if you aren’t marketing to women, you are missing a key element of your audience. Here are ways to keep these “chief medical officers” in mind for your next campaign.
Be inclusive of lived experiences
It is important to have a team that reflects your brand’s audience, so if you want to communicate with women, women must be a vital part of the marketing team. Particularly, a team that includes women of color.
Women of color can be disproportionately affected by the chief medical officer role, and statistically face more challenges in the pursuit of quality healthcare for themselves and their families. To successfully connect with these family chief medical officers, brands must communicate authentically. No one can fully understand those challenges unless they’ve experienced them, so make sure your marketing team has the lived experience consumers can connect with.
Keep the accessible and informative
In addition to being active social media users, findings show women are also likely to use it as a tool for advice. Social media influencers are a common source for women making health and wellness choices.
