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.
Bachem turns 50 - a timeline
Bachem, a supplier to pharmaceutical and biotechnology companies worldwide, is celebrating its 50th anniversary this month. We take a look at the Swiss company's history.
1971 - beginnings
Bachem is founded by entrepreneur Peter Grogg in Liestal, a small town near Basel in Switzerland. Grogg started the firm with just two employees, and with a focus on peptide synthesis - peptides are composed of amino acids that have a variety of functions treating health conditions such as cancer and diabetes.
1977 - 1981 - early growth
Bachem moves its headquarters to the Swiss town of Bubendorf, with eight employees. In 1978 the company produces peptides for use in medicines for the first time. In 1981 production capacity triples and the workforce grows to 150.
1987 - 1996 - worldwide expansion
The company expands into the US with Bachem Bioscience, Inc. in Philadelphia. To strengthen its presence in Europe, Bachem opens sales and marketing centres in Germany in 1988.
Further sales centres open in France in 1993. By 1995 the company employs 190 people. In 1996 it acquires the second largest manufacturer of peptides in the world and forms Bachem California with a site in Torrance.
1998 - 2003 - Bachem goes public
Bachem company goes public and lists shares on the Swiss Stock Exchange. Further acquisitions include Peninsula Laboratories, Inc, based in California, and Sochinaz SA, a Swiss-based manufacturer of active pharmaceutical ingredients. By 2001, the company has 500 employees and sales reach 141 million CHF.
In 2003 the organisation is given a new legal holding structure to support its continued growth, which remains in place to this day.
2007 - 2013 - acquisitions
Bachem acquires a brand by Merck Biosciences for ready-to-use clinical trial materials and related services.
In 2013, together with GlyTech, Inc. Bachem announces the development of a new amino acid that can help to treat multiple sclerosis, with a world market of more than $4 billion.
In 2015 it acquires the American Peptide Company (APC), which becomes integrated into Bachem Americas.
2016 - 2019 - a global leader
In 2016 the group opens a new building dedicated to R&D projects and small series production in Bubendorf. With a total of 1,022 employees, the workforce exceeds the 1,000 mark for the first time in the company’s history. Sales are over the 200 million mark for the first time at 236.5 million CHF.
Bachem expands into Asia with the establishment of a new company in Tokyo called Bachem Japan K.K.
By 2019 Bachem has a growing oligonucleotide portfolio - these are DNA molecules used in genetic testing, research, and forensics. It is hoped this will become a significant product range in the future.
2020 - COVID-19
Despite the COVID-19 pandemic, Bachem secures its supply of active ingredients, and even increases it in critical areas. Sales exceed the 400 million Swiss franc mark for the first time, and 272 new employees are hired.
2021 - a milestone anniversary
Bachem celebrates its 50th anniversary and position as a global leader in the manufacture of peptides. While it remains headquartered in Bubendorf, the company employs 1,500 people at six locations worldwide. In the next five years there are plans to continue expanding.
Commemorating the company's anniversary, Kuno Sommer, Chairman of the Board of Directors, said: "Bachem's exceptional success story from a small laboratory to a global market leader is closely linked to Peter Grogg's values, and has been shaped by innovation, consistent quality and cost awareness, as well as by entrepreneurial vision."