Fast Company found that women visit physicians more frequently and ask more questions after exams, especially expectant mothers. In addition, roughly 80 percent of healthcare decisions in households are made by women , and women are more likely to take care of family members when they get sick.
The U.S. Census Bureau reported that 44 million Americans are unpaid providers of eldercare, according to The Atlantic. And most of these are women. More than 60 million families need caregivers for disabled or elderly members. Women make up 80 to 90 percent of these caregivers , according to Forbes.
Why does pharma ignore them?
Women are much more likely than men to search the Internet for information on health. Men, however, were more likely than women to go online for sensitive health information that may be hard to bring up with their doctor or partner.
Mom is the Chief Health Officer of her family , she’s mobile, and seeking health information and community on-the-go.
But underneath the persona of the Mobile Mom, she’s consuming information and sharing perspectives on many other ‘screens,’ too. And that’s the challenge for marketers seeking to grab the attention of this key player in the health ecosystem.
Health competes for Mom’s bandwidth with other priorities . Within health, different health content competes for attention. Understanding how Mom prioritizes, then how she values and ultimately acts on different health content areas, is one key to motivating a behavior.
In addition the rush to mobile, without an overall strategic objective for an outcome, will waste resources and add to the growing roster of mobile health apps that may get downloaded, but not sustained use.
Pharma needs to better understand how women, and moms, make health decisions. Content should be factual, but also create an emotional connection that takes into account that she may be a caregiver. Right now most pharma content is generic and fails to make an emotional bond with the audience.
It’s always been about women and always will be when it comes to health.
Originally published at worldofdtcmarketing.com on October 19, 2017.