5 Things to Remember When Marketing Health Insurance to Women
The health care landscape is rapidly changing, and marketers know that the health concerns of women are changing just as quickly. Entering 2015, health insurance companies need to re-evaluate their marketing strategies to attract women, who are primarily the decision makers of a household.
Thanks to our sister publication Business Review USA, here are a few tips your insurance company should follow when marketing to a female audience.
1. A large majority of women research their health care needs online.
If marketing departments want to reach the largest possible female audience, they need to set their sights online. More and more women are researching their health care needs and concerns online, which gives marketers a unique opportunity to reach a growing female audience.
Instead of using generic advertisements on multiple websites, focus on targeted and descriptive messages delivered through popular women’s blogs and other social media sites.
2. Women are the health care decision makers.
Marketing is all about sending your message to the right audience. With that said, it's important for your insurance company's marketing department to keep in mind that women are more likely to make the health care decisions in the household.
When promoting your family and personal health services, keep a women’s perspective in mind.
3. Honest advertising goes a long way.
Above all else, women appreciate advertising that's honest and straightforward, especially when it comes to health care.
As the following article shows, instead of listing the benefits and great rates your insurance company provides, think about creating a helpful “Health insurance guide for women” through your campaigning.
This guide can include information on where women can find health care providers your insurance company covers.
In addition, instead of glossing over coverage plans, you can focus your marketing campaigns on women's health care options and the costs involved. Honest and upfront health care facts will win your audience over.
4. Avoid stereotyping.
As mentioned before, women are the health care breadwinners in many households, so treat them as such. Placing women in a box isn't smart marketing. However, if your marketing speaks to its female audience as the multi-dimensional consumers they are, you'll avoid stereotyping and increase you consumer base.
5. Preventative services and checkups are a top priority for women.
By focusing your marketing efforts on preventative care, you'll not only speak directly to the health care concerns of women, but your informed marketing will also attract a wider audience. Health needs and concerns, such as well-woman visits, contraceptive methods, gynecological care, family planning, and prenatal care all fall under the preventative care umbrella. When showing interest in these areas, women will show interest in your health insurance company.