Women are often the caretakers in households. They usually decide when kids and husbands need to go see the doctor. They decide what cough and cold medicine to take or what remedy will cure that ouchy. Women are increasingly important for health care communicators to get on their side and have them become brand-ambassadors for the company.
So, how do you get their attention? Through social media. Women have firmly established their presence in social media, and account for the majority of users on many popular sites, like Facebook and Twitter. Companies looking to reach women — whether as consumers, entrepreneurs, employees, or advocates — have an unprecedented opportunity to engage them through social media.
But how do you connect with these women? Use these helpful tips:
- Formulate a social media strategy to reach women, including new moms
Start by researching the specific type of woman you are trying to reach where this demographic is specific to social media. Next, develop an outreach plan and messaging. - Develop messages that speak to your target audience
You should prepare messaging about the company, its goals and purpose as well as specific messages on each of your products, services and audiences. Test messages with groups of women to ensure effectiveness. - Find online communities for women, or start one at your company
Communities within existing social media, like Facebook groups, are a great place to talk to women and mothers. Also, consider starting a social media space all your own. Invite customers to talk to one another and build a community around your company. - Start a Twitter feed geared to women
Twitter is a great way to share content about your company and a great space to monitor conversations happening in areas of interest. - Converse with mommy bloggers, work to understand their needs
Mommy bloggers are out there talking about every conceivable health care topic. Just check out MomsLikeMe.com. Locate the ones in your area and work to understand how they feel about your area of health care. Address their needs and then tell them how you help solve their issues. - Publicize your hospital’s women-oriented events via social media
Many social media tools allow publicizing of events. Load your events in the social media sites you participate in and invite women to attend. - Integrate offline strategies to expand your social network for women
Making sure the people you are reaching out to online know about your off-line efforts and invite women at off-line events to join you online. This will increase the value of your marketing dollars.
Using these strategies will help your health care company connect with a key demographic in an energetic and exciting space. It will help you demonstrate your company’s benefits and help you build relationships with women in social media.
Other resources worth reading:
10 Musts for Marketing to Women on Facebook
HOW TO: Attract and Engage Social Media Moms
Reaching Women via Social Media
on Facebook
on Twitter
You always have insights that strike to the heart of the matter, and this example is no exception. Your comment is right on target, and thanks for sharing it! BTW, Lane Rawlins is one of those down-home country boys who, like you, understands how to cut to the chase. We were very sorry when he retired.
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