Women are statistically more likely to worry about their health than men, and that’s why they end up going to see the doctor more often and taking more medicine than men on average.
They are starting to be targeted by the health industry, and especially in the U.S. where there is more competition among healthcare providers.
Since women account for 2/3 of medical spending, hospitals are doing their best to attract them as clientele.
Case study, the Saint Francis Medical Center in New Jersey which has, in the cadre of a female-centered campaign, increased the amount of OBGYNs as well as cardiologists and oncologists (the diseases that affect women the most).
By also increasing their use of social networks, they have been taking advantage of potential new clients by talking to them more directly.
Tobacco companies are well aware of this large market, and as such they tailor specific brands of cigarettes for their feminine clientele: this includes special packaging, thin and elegant cigarettes, and the use of special colors and perfumes.
While in the 1930s, tobacco marketing for women was focused on cigarettes’ association with weight loss, this has changed in modern times towards a focus on brand loyalty.
The advertising arm of the Marie Claire Group has created a study, “Food, Foodies, Foodistas” to detail women’s attitudes vis-à-vis the alimentary sector.
What’s clear is that women are highly involved with food: 97% of women polled said they are interested in cooking, and 61% said they were very interested. 90% of women like using new products in the kitchen, and a third do so often.
The number one reason why women cook is for pleasure, followed by health and fitness issues as a distant second.
To learn more about the study, visit the 10 key trendsof the study here.
Breast cancer is at the heart of women’s health concerns. It is therefore a key point that labs can use to show women that they care for them.
Roche and McCann Erickson Portugal have created a campaign to increase women’s awareness of the importance of self-examination. The campaign involved distributing anti-stress balls to Portuguese women in the streets. Each ball carried the text: “You don’t see breast cancer, you feel it. Check yourself”.
On squeezing the ball the woman feels a deformed stone inside, simulating a tumour. A leaflet accompanied the ball, with practical explanations and plenty of illustrations on how to self-exam one’s breasts.
This simple campaign directly affected Portuguese women’s health. During the campaign period, records showed a 22% increase in mammograms and a 28% rise in hospital consultations.
The lack of information about screening for cervical and uterine cancer, as well as cancer itself, is all too real. In reaction to this, the Adesam association (La Asociación nacional para el desarrollo de la salud en la mujer) and the Shackleton agency organised a musical to mobilise the media and increase public awareness of the cause.
The concerts reunited 40 Spanish celebrities. The public was invited to participate by sending text messages during the event but also at an earlier stage via a dedicated Youtube page. A lorry next to the event was used as an information stand on cancer.
The videos of the concert were then broadcast through YouTube. The official video received almost 3,000 views.