When you’re marketing healthcare to women, there’s more to consider than simply placing your item in your online store and hoping that people are going to make the purchase. More often than not, this isn’t going to happen.
Here’s the thing – women search for health-related content much more than men.
If it’s not for themselves, it’s for the purposes of their husbands or as a carer, so much of healthcare marketing done by any company does need to be directed to women.
The 3 Cs Secret Sauce
People who are searching for health information go through a deeper process before they make a purchasing choice.
There is a lot more trust involved in a health-related purchase than there is in purchasing a lipstick or the latest set of stainless steel pans.
We’ve all heard the old adage that: “People buy from people they know like and trust.”
And this is especially true in the healthcare industry.
People go through what I call the ‘The 3 Cs’ – Curiosity, Consideration, Choice – this is the secret sauce of the sell.
Often people’s curiosity is forced on them by a need for more information. This might be due to a chronic health condition, a recent diagnosis, or the need for more alternatives and support.
The key here is to understand that people are looking for helpful and useful information.
They might be searching for information about their symptoms and what that means to their life. Your content is there to help satisfy their curiosity, share the details of their problem and help provide the first steps in the puzzle of a solution to the problem.
Your content is there to help people realize the nature of their problem and start to consider the action they need to take. One of the best business oriented actions you can help the person take is to ‘join your email list.’
To help them do this you might provide a useful download that consists of a checklist or resource that is helpful to them. Then, you can begin to nurture them toward their end goal.
Next you lead people to more articles, in-depth resources, and helpful material that educates them more about, both their problem, and how your product and service is the best solution.
You can’t give people fluff and expect them to decide. Just like I’m doing here with this article, I’m giving you the steps you can take to get better results with your healthcare marketing.
If you take these steps and put them into action, you will get a result. At the same time I’m demonstrating expertise, and I will also make a service offer.
These are the principles of creating custom content and using content marketing to promote your products and services, no matter what they may be.
And, this stuff really works!
You should already have some pillar content articles on your blog that you can lead people to. Your pillar articles are the kind of things most of your visitors would commonly find helpful.
For example, if you are a physician you might have 10 pillar articles on the top 10 most common health problems, their symptoms, and how to treat them. You could cover things like blood pressure, cholesterol, weight gain, and so forth.
The point is, people don’t always make an immediate purchase so you have to nurture them through the consideration phase. They are going to consider whether you are the right service/ product for them.
Finally the person will be ready to make a choice. This is when you have a dedicated landing page on your website or you give people a clear call to action to do something – call you, buy this, etc.
The person now trusts your expertise and knows that your product or service is right for them, so they are ready to make the choice.
When you think of marketing healthcare to women, this content process makes sense, right?
Healthcare consumers go through a different pathway to that of retail sales. Simply positioning a product in front of them isn’t enough to get the sale.
Women need information that satisfies their curiosity and opens their consciousness to both the depth of the problem and the solution possibilities.
Once this occurs they begin to contemplate the possibility of the solution you offer, you need to nurture them, then finally they make a choice.
This entire process happens through consistent content creation – on your blog, social media platforms, email newsletters, and any other customer interactions that occur online.
Think about this process and how you can get the attention of women, help them, and ultimately win the sale!
If you need help with content creation or a content strategy, please get in touch so we can brainstorm a system and great content for your healthcare business.