Why Healthcare Advertisers Should Really Consider Women's Perspectives in Campaigns

Rx: Provide useful info, promote conversation

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These days, women make more health and wellness decisions for themselves and their families than ever before. "They really are the chief health officers," said Lynn O'Connor Vos, CEO at GreyHealth Group. In fact, a 2015 study GHG helped prepare found that women serve as decision makers 94 percent of the time. Given that dynamic, Vos and other experts believe that companies seeking a bigger slice of the estimated $6.5 trillion global healthcare pie would be well served to take women's perspectives and experience into consideration as they plan and launch campaigns in the marketplace.

"Women lean into healthcare and are typically a more captive audience" than men, said Sharon Callahan, CEO, TBWAWorldHealth.

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