Social Media Influencers, Advocates and Agents of Change

in Women’s Health

World Congress on the Business of Women’s Health

Boston, MA

Social Media is a Business Strategy

81 percent of healthcare consumers consider a hospital with an active online presence to be more "cutting edge,”

June 2011, YouGov Healthcare 

Just to confirm….• 66% of women don’t believe health care

marketers understand them• 75% of caregivers are women• 65% of people using social media are

women • 80% of women online search for health• 32% of people use social media to choose

provider or org. (April 2012, PwC, 1,000 surveyed)

Sources: comScore, Neilsen, Harris Interactive, Marketing to Women by Marti Barletta

Midlife Women’s Health Matters- 95%+ of health care decisions for themselves,

their family and parents- 50+ healthiest, wealthiest and most active

women ever- Females 55+ is the fastest growing Facebook

segment- 700 medicines in pharma’s pipeline, many

related to effects of aging Post WHI - Women seeking solutions for healthy

aging, many seek quality of life solutions

Source: iCrossing, Jan. 2008 and Pew Institute Research, June 2009

Sources: National Women’s Health Resource Center, Pharma.org

How to Build Your Brand WITH (Midlife) Women

Education Influence

Outcome

Her Goal Inspiration

Attention

Attraction

Adoption

Advocacy

One to one Many to many

Advocates & Influencers

Want to express their opinions

They have something important to say

Your direct connection to women

Seek media attention for clout

Share their stories, and other’s too

Inspire others

“We are losing trust in the government, politicians, the media and many corporations. But as it turns out, we trust each other.”

Elisa Camahort Paige, Co-Founder, BlogHer

Real Women on Health

The power of social media is listening and engaging with consumers on their terms

It’s easier than ever for women to share collective wisdom and subtle secrets

How Women Rule

Where Women Rule

How Age Affects SM use

Leverage On-line Buzz Choose Your Technology

Listening

Create a response strategy

Key take-aways1. Remember what women want: information, socialization and fun. Midlife women love to laugh, and want to make a difference!

2.Let women talk themselves into loving you. Use message boards, blogs. Invite them to participate in a consumer panel.

3.Make social media a business strategy, and don’t use social media in a “pinch” when you need women’s support. Make it a business strategy.

Contact

Kelley Connors, MPHPresident, KC HealthFounder, Real Women on HealthEmail: Kelley@kc-health.comWeb: http://www.kc-health.comTwitter: @kelconnors