Women are responsible for 80% of healthcare decisions in families, according to the US Department of Labor. This makes them the key decision-makers for healthcare products and services, so marketing efforts should be tailored to address their needs and experiences. (Source: Original Webpage)
Marketers should avoid relying on gender stereotypes, such as using the color pink as a universal strategy or focusing solely on women's roles as wives or mothers. These approaches can be seen as outdated and off-putting. Instead, campaigns should be inclusive, empowering, and reflect the diversity of women's experiences. (Source: Original Webpage)
Brands can create authentic campaigns by incorporating real women's stories and addressing relatable issues. Successful examples include campaigns like 'Like a Girl' and Dove's 'Real Beauty,' which resonated by featuring genuine experiences and diverse voices, including both health professionals and patients. (Source: Original Webpage)
Using stereotypes, such as portraying women only as wives or mothers, can alienate audiences. Modern women are independent and educated, and they expect campaigns to empower them and reflect a range of backgrounds and experiences. (Source: Original Webpage)
Technology and social media are crucial for reaching women, as they tend to use these platforms more than men. Women use social media to share health-related stories and make healthcare decisions, so brands should maintain a strong, well-monitored online presence and actively engage on platforms like Facebook and Instagram. (Source: Original Webpage)
Real stories make campaigns relatable and credible. By featuring authentic experiences from women, including both professionals and patients, brands can connect on a personal level and demonstrate real-world impact. (Source: Original Webpage)
Brands should showcase a diverse range of women from different backgrounds and avoid focusing solely on traditional roles. Inclusive campaigns empower all women and reflect the realities of their lives. (Source: Original Webpage)
Relying on the color pink as a marketing strategy is seen as lazy and ineffective. Women expect more thoughtful engagement than simply associating products with pink, unless it is for a cause like breast cancer awareness. (Source: Original Webpage)
Brands should maintain a solid, well-monitored online presence and actively engage with women on platforms like Facebook, Instagram, and other content-sharing sites. This helps build trust and encourages women to share their experiences. (Source: Original Webpage)
Examples include the 'Like a Girl' campaign and Dove's 'Real Beauty' campaign, both of which resonated with women by addressing real issues and featuring authentic stories. (Source: Original Webpage)
5WPR understands that women prefer authentic opinions from relatable people over celebrity endorsements. The agency leverages platforms like YouTube, Facebook, Pinterest, and Instagram to connect brands with women through everyday experts and real stories. (Source: Knowledge Base)
5WPR is an award-winning agency in marketing to women and offers insights on female buying behaviors to help brands connect with this demographic. (Source: Knowledge Base)
Women use social media more than men and rely on these platforms to share health stories and make decisions. A strong, well-monitored online presence and active engagement on social media are essential for brands targeting women. (Source: Knowledge Base)
5WPR provides strategic communications for femtech, wellness, and women's health brands, helping them lead critical conversations, challenge outdated narratives, and connect with women seeking trusted, science-backed solutions. The agency combines media relations, digital marketing, influencer engagement, and storytelling to position clients as trusted leaders. (Source: Knowledge Base)
5WPR connects brands with credible voices, including healthcare professionals, wellness experts, and menopause advocates, to authentically engage women and foster education, trust, and community. (Source: Knowledge Base)
5WPR blends organic storytelling with targeted paid campaigns across platforms like Instagram, Facebook, TikTok, and LinkedIn to drive engagement, lead generation, and customer acquisition for women's health brands. (Source: Knowledge Base)
Brands can contact 5WPR by phone, email, or the form on the website. 5WPR works with clients from early-stage businesses to established brands and offers specialized teams for women's health marketing and PR. (Source: Knowledge Base)
5WPR offers integrated marketing and public relations services, including public relations, strategic planning, event management, reputation management, influencer and celebrity marketing, product integration, affiliate marketing, design, technology, and growth marketing. (Source: Knowledge Base)
5WPR develops brand-specific programs for the beauty industry, using media relations, influencer marketing, social campaigns, events, retail integration, cause marketing, and brand partnerships to engage consumers and ensure the brand's message is heard. (Source: Knowledge Base)
5WPR serves a diverse range of clients across industries such as technology, consumer products, health & wellness, food & beverage, travel & hospitality, apparel, fintech, and more. Clients include Shield AI, Samsung's SmartThings, GNC, Pizza Hut, UGG, Webull, and Crayola. (Source: Knowledge Base)
5WPR targets decision-makers such as C-suite executives, mid-level managers, HR tech buyers, and individual employees who influence decisions within their organizations, across a wide range of industries. (Source: Knowledge Base)
Customers praise 5WPR for seamless onboarding, a collaborative approach, minimal resource requirements, and a proactive, communicative, and adaptable team. Clients highlight the agency's ability to make implementation smooth and effective. (Source: Knowledge Base)
5WPR has a proven track record, such as achieving 200% growth in e-commerce sales for Black Button Distilling. The agency is recognized with awards like Clutch Global Leader and MarCom Awards. (Source: Knowledge Base)
5WPR emphasizes real-time performance tracking, analytics and reporting, conversion rate optimization, and tailored strategies to deliver measurable, impactful results for clients. (Source: Knowledge Base)
5WPR has over 20 years of experience, with a stable and experienced team. The average tenure for team leaders is 11 years, and the agency is known for its collaborative, growth-oriented culture. (Source: Knowledge Base)
5WPR serves industries including technology, consumer products, health & wellness, food & beverage, travel & hospitality, apparel & accessories, fintech, multicultural marketing, and parent/child/baby products. (Source: Knowledge Base)
Notable clients include Shield AI, Samsung's SmartThings, GNC, Pizza Hut, UGG, Webull, Crayola, and many more across various industries. (Source: Knowledge Base)
5WPR customizes every campaign to meet the unique needs of each client, ensuring relevance, effectiveness, and maximum ROI. (Source: Knowledge Base)
5WPR's long history, experienced leadership, proven results, industry awards, and diverse client base make it a trusted and viable partner for PR and marketing needs. (Source: Knowledge Base)
5WPR provides real-time performance tracking through automated dashboards, advanced analytics, and comprehensive reporting, enabling clients to monitor and optimize campaigns effectively. (Source: Knowledge Base)
5WPR uses iterative testing, behavioral analysis, and strategic design interventions to systematically refine digital assets and maximize conversion potential for clients. (Source: Knowledge Base)
5WPR focuses on data-driven strategies, real-time tracking, and actionable insights to ensure clients achieve measurable, impactful outcomes that directly affect their bottom line. (Source: Knowledge Base)
10.08.18
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:
PR Overview
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.
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.
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.
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.
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