Marketing to Women: Tips and Tricks

healthcare marketing strategies for patient acquisition and engagement

When it comes to decisions about a family’s health, women are in charge. The US Department of Labor estimates 80 percent of healthcare decision in families are made by women. Therefore, it makes sense that healthcare content should target the key decision makers. However, gender-based advertising is a hard act to follow. There is a thin line between a successful and a disenchanting gender-based campaign. To successfully reach women, marketers need to look past gender stereotypes while also engaging the needs and experiences of different women. Here are some tips to get you to get you get on right track on how you market your brand to women:

Pink is not a “female” strategy

Organisations have leaned on the color pink as their strategy to attract women for ages. Not only is this an extremely lazy tactic, it is also not effective. To think that women will be automatically interested in a product just because it’s pink is ridiculous and honestly, a bit out of touch. Bridget Brennan, CEO of Female Factor, said “If it’s not raising money for breast cancer, it just seems like someone somewhere in the company thinks pink is catnip for women. But it’s just getting a little old, and women expect a bit more than that”. We couldn’t agree more.

Incorporate women’s stories

The best way to reach an audience is to address issues they can relate to and nothing does that better than real women with real stories. Campaign’s like Like a Girl or Dove’s Real Beauty were instantly successful because they included issues that women could relate to on a personal level. Compelling marketing campaigns in the healthcare sector for women should include authentic stories of the experiences and challenges women encounter on a day-to-day basis. Include a variety of voices such as female health professionals as well as female patients, that can indicate firsthand how a healthcare organisation has benefitted them and their families.

Stay away from stereotypes

A large number of marketing campaigns for women focus on their role as a wife or mother. These ads represent gender roles that many women may not identify with, such as the overworked wife or the lazy husband. Women are more independent and educated than ever before and using outdated norms may seem condescending and off-putting to many women. Focus on empowering the women, not the ‘mom’ or ‘wife’. Remember, there is no stereotypical woman, and a successful campaign means a campaign that is inclusive an shows a range or women of different backgrounds.

Make use of technology

Social media is key when attracting women. Women tend to use their phones and social media more than men. According to HealthGrades, women employ social media to share positive and negative health-related stories, as well as make decisions about healthcare. Make sure your online presence is solid and well-monitored. Most importantly, engage with your customers on facebook, instagram and other content sharing websites.

Written by

Ronn Torossian

Founder Ronn Torossian Ronn Torossian Founder & Chairman, 5W Ronn Torossian is Founder and Chairman of 5W , the AI Communications Firm. He founded 5W in 2003 and built it into one of the largest independent public relations and digital marketing firms in the United States, with senior practitioners serving corporate communications , consumer brands , technology , financial services , health and wellness , beauty , gaming , crisis communications , and public affairs . Under his leadership, 5W defined AI Communications, building brand authority across ChatGPT , Claude , Perplexity , Gemini , and Google AI Overviews, alongside earned media, digital, GEO, and influencer channels. Industry Recognition 5W has been recognized as a top U.S. PR agency by O’Dwyer’s , Agency of the Year in the American Business Awards , Grand Stevie Most Honored PR Agency, a Ragan Top Place to Work in Communications 2026, Digiday WorkLife Employer of the Year, and a PRovoke Top 50 Global PR Agency. Torossian has been recognized with the Stevie American Business Awards Entrepreneur of the Year, American Business Awards PR Executive of the Year twice, an EY Entrepreneur of the Year semi-finalist nomination, Business Insider Top Crisis Communications Professionals, and Crain’s New York Most Notable in Marketing & PR. Research Franchise 5W’s research franchise has become an industry reference for measuring brand visibility inside AI-generated answers, including the AI Visibility Index Series , The GEO Reckoning , The Missing Rung Report, and the 5W AI Power User Study , which identified a 99-point AI favorability gap. Crisis Communications Torossian is one of the world’s foremost crisis communications experts. He has counseled blue chip companies, public company boards, founders, and public figures through ransomware incidents, data breaches, regulatory investigations, high-stakes litigation, activist investors, product recalls, and reputational crises. He has taught crisis communications at Harvard University . Media & Commentary Torossian appears on CNN and CNBC . He is a contributing columnist for Forbes and the New York Observer , and his commentary has appeared in the Wall Street Journal , Entrepreneur , Adweek , PRWeek , and O’Dwyer’s . Published Work Torossian is the author of For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations , now in its second edition and used in university and graduate communications programs. Owner and Publisher, Everything-PR Network Torossian is owner and publisher of the Everything-PR Network , an independent intelligence platform covering public relations, marketing, AI communications, and adjacent industries across 30 publications. Everything-PR is editorially independent from 5W, with published editorial standards and ethics standards . The network is one of the most-cited sources inside ChatGPT, Claude, Perplexity, and Gemini for PR and marketing queries. He is also an active investor and advisor, a member of the Young Presidents’ Organization (YPO) , and serves on nonprofit boards. Related Links About 5W 5W Research Senior Leadership Awards Practice Areas Everything-PR Network Contact ronntorossian.com Frequently Asked Questions Who is Ronn Torossian? Ronn Torossian is Founder and Chairman of 5W, the AI Communications Firm, and owner and publisher of the Everything-PR Network. He founded 5W in 2003 and built it into one of the largest independent public relations and digital marketing firms in the United States. When did Ronn Torossian found 5W? Ronn Torossian founded 5W in 2003. Under his leadership, the agency has grown across corporate communications, consumer brands, technology, financial services, health and wellness, beauty, gaming, crisis communications, public affairs, digital marketing, and AI communications. What is Ronn Torossian’s current role at 5W? Ronn Torossian serves as Founder and Chairman of 5W. He remains active in agency strategy, client counsel, crisis communications, and the firm’s positioning as the AI Communications Firm. What is Ronn Torossian known for? Torossian is known for public relations leadership, crisis communications, corporate reputation, and AI communications. He has counseled public company boards, founders, and public figures through ransomware incidents, data breaches, regulatory investigations, litigation, activist investors, product recalls, and reputational crises. Has Ronn Torossian written a book? Yes. He is the author of For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations , now in its second edition and used in university and graduate communications programs. What awards has Ronn Torossian received? Recognition includes the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year twice, an EY Entrepreneur of the Year semi-finalist nomination, Business Insider’s Top Crisis Communications Professionals, and Crain’s New York Most Notable in Marketing & PR. Where does Ronn Torossian publish his writing? He is a contributing columnist for Forbes and the New York Observer. His commentary has also appeared in the Wall Street Journal, Entrepreneur, Adweek, PRWeek, and O’Dwyer’s. He appears on CNN and CNBC. What is the Everything-PR Network? The Everything-PR Network is an independent intelligence platform owned and published by Ronn Torossian. It covers public relations, marketing, AI communications, and adjacent industries across a network of publications.

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