Marketing to Women: 9 out of 10 Seek Healthcare Info Online

January 10, 2011 § 2 Comments

We know that women are the chief medical officer of the home, which means they are constantly in need of healthcare information for themselves and their family.   And, we face challenges in acquiring the necessary healthcare that we need.  It seems the Internet, not our doctor, is our primary source of healthcare information.  Marketers that still have their head in the sand about online marketing should take notice.

Women go online for healthcare information more than men do.  In fact, a study by Burst Media shows that 78% of web users seek out health information, with 83.% of women gathering health information versus 72.4% of men.

The most important statistic for healthcare marketers is in women age 25-34, where some 90% search for health information online.  These are the women that are beginning to create health relationships for themselves and their family.  This younger group search for information at least once a week.    In contrast, some 75% of those 65 years and older that are online seek out health information.

Before and After the Physician Visit

Women are seeking to understand and research their health issues on their own.  Some 50% of women are doing research online before and after their doctor’s visit.  Who can blame them?  Most physicians will tell you they hardly have enough time to deal with the primary health issues, let alone wellness and prevention medicine.

Where are they searching for information?  Here’s a Hitwise list of the Top Ten Health & Medical Information Websites:


According to the American Academy of Family Physicians (AAFP), 90% of U.S. adult women are responsible for health care decisions for themselves and/or members of their family. The family includes spouse/significant other, children, and/or adult relatives.

  • 70% of women are responsible for their own health care decisions
  • 27% are primarily responsible for their children’s health care decisions
  • 20% are primarily responsible for their spouse/significant other
  • 6% are in charge of an adult relative’s health care decisions
  • Older women aged 45+ are twice as likely as those 18-44 to be primarily responsible for their spouse/significant other’s healthcare decisions.

 

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§ 2 Responses to Marketing to Women: 9 out of 10 Seek Healthcare Info Online

  • While women are searching online, it’s important to remember that we need to connect with them through more than just facts. You need to reach them through their head and their heart – with information as well as an emotional message on what it means for them.

    • Jamie Dunham says:

      Hi Megan. I agree with your thoughts on emotional resonance. It is very important. There are so many healthcare providers that haven’t made the leap yet to recognize the importance of their online presence. Thanks for the read.

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