Men are from Mars; Women are from Venus. Does marketing need to be different for each planet?

By Kristen L. Phiel, MS, Freelance Medical Writer

When it came to keeping us healthy Mom always knew best.  Whether it was chicken soup or chicken pox, Mom was always there. So it should be no surprise that when it comes to making decisions about healthcare, Mom is the one in the driver’s seat. In fact, 75% of caregivers are women and 85% of health care decisions are made by women.1 When it comes to marketing, Mom may be responsible for so much more.

But according to a recent survey2, women felt misunderstood by:

  • 59% of food marketers
  • 66% of healthcare marketers
  • 77% of automotive marketers
  • 84% of investment marketers

Why are we so bad at marketing to women?

Maybe tradition still dictates that men wear the pants in the family. Or maybe women’s liberation has not come to advertising. Or maybe most of the people creating marketing and advertising are men. Whatever the reason, only 14% of women said they trust advertising.2

Social media may solve the problem

78% of women said they trust recommendations from other women. So when it comes to marketing to women social media outlets may be the way of the future.

And what better place than the web to spread your message? 65% of all people using social media are women and females over 55 years old are the fast growing segment on Facebook.1

And this segment may be the most important when it comes to your marketing plan. Women over 55 are savvy, independent thinkers who are well informed and tasked with making many of the most important decisions.

  • Women make 95% or more of the health care decisions for themselves, their family, and their parents.
  • Women control 77% the financial assets of the family.
  • Women are becoming business owner’s at a 2X greater rate than men.3

What are the some of the essential social skills you need to market to women?

  1. Listen first
  2. Spark a conversation – consider ways that are humorous, but present with candor, and allow women to speak with anonymity
  3. Engage by life stage, not by age
  4. Market in their peripheral vision – women don’t want you to come at them with a frontal attack
  5. Women have natural instincts to network – activate this factor and watch your message spread exponentially

Sources: 1. comSource, Nielsen, Harris, Interactive, Marketing to Women by Marti Barletta; 2. Nielsen, Harvard Business Review; 3. National Women’s Health Resource Center, Pharma.org

 

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