PORTAL Art&Business | PORTAL WOMANCOMM | KREATIVNI PORTFOLIO 03 | HOTEL JUGOSLAVIJA (PDF)
Media-Marketing.com
  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

  • WomanComm
  • B/H/S
No Result
View All Result
Media-Marketing.com
  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

  • WomanComm
  • B/H/S
No Result
View All Result
Media-Marketing.com
No Result
View All Result
Home News

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

2015 study found that women serve as decision makers 94 percent of the time

28/04/2016
in News
3 min read
Why Healthcare Advertisers Should Really Consider Women's Perspectives in Campaigns 1

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Source: Adweek

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 Grey Health 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, TBWA WorldHealth. “Our goal should be to further fuel and meaningfully tap into this curiosity. Marketers need to respect their knowledge and not operate at the 101 level—but still keep it simple.”

In recent years, the ascendance of women as decision makers—along with other societal factors, such as the massive amount of readily available health information online—has led to a shift in marketing direction. The pitch has become less focused on short-term gains (such as, get immediate relief from thus and such aliment). Instead, campaigns have grown more holistic and detailed, stressing the role products and services can play in improving lives over the long haul.

Ultimately, it comes down to bedside manner—and being able to conduct an intelligent dialogue with consumers, said Vos. And she should know, having worked for two years as a nurse at the Children’s Hospital of Philadelphia before taking research and marketing positions with pharmaceutical firms and, eventually, joining the agency world. “It is important in today’s environment to create a conversation, and ideally one that is fully transparent,” she said. “Women appreciate marketers that share all of the facts and provide information and resources to help them make educated decisions.”

Case in point: In a recent campaign for Pfizer’s Trumenba – a vaccine that protects against meningitis B for adolescents and young adults – GHG kept mindful of the complex role moms can play as influencers while teenagers are starting to make their own health decisions. The campaign adopted a convivial tone to educate both moms and kids about the spread of meningitis B (through kissing, sharing utensils), evolving the message from risk to solution.

Respecting women’s time and providing practical value are hugely important, Vos said. Toward that end, GHG fashioned a streamlined mobile website for Colgate, with highly intuitive navigation leading to actionable information for both consumers and professionals. “Instead of being passive, we strive to help the brand have an active role in communicating the solutions to women, and helping women identify the solutions for themselves and others with confidence,” said Vos.

That approach has proven effective, with frequency of use and time spent increasing 77 and 85 percent, respectively, over the client’s previous mobile offering, according to Moira Loten, vp of professional oral care, global marketing, at Colgate-Palmolive.

Bottom line: know thy audience. According to experts, marketers cannot paint happy pictures in commercials – or offer quick fixes in targeted tweets – and expect women to respond in a positive way. Rather, they must truly understand women’s wellness needs and explain how products and services can help them meet specific goals.

“Empowering messages and realistic portrayals based on deep insights win versus the idealistic version of who you think she should want to be,” said Amy Hansen, svp and creative director at HCB Health. “More investment, more time, more specificity needs to be placed on learning exactly who it is that you are trying to engage, what she cares about, and how you can help her and her family stay happy and healthy – particularly if she’s buying.”

ShareTweetShare

Related Posts

Interview

Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

11/10/2021
Archive

Budi prvi HR-ovac/HR-ovka agencije Bruketa&Žinić&Grey

21/09/2021
Archive

Najbolje od latvijskog i estonskog oglašavanja

21/09/2021
Archive

Virtualno bubnjanje sa Fernandom Machaom, Karolinom Galácz i Thomasom Kolsterom

21/09/2021
Archive

Upoznajte Schweppes Pink Grapefruit: osvježenje se sa stilom!

21/09/2021
Archive

Sve je spremno za Play Media Day 06!

21/09/2021
Next Post
Global Communication Leaders united in a Program Board for WCFDavos’2017 1

Global Communication Leaders united in a Program Board for WCFDavos’2017

Media-Marketing.com

2011-2020 © All rights reserved.

Portal Media-Marketing.com

  • About us
  • Marketing
  • Impressum
  • Contact
  • Terms and Conditions
  • Privacy Policy

Social Media

  • News
  • Topic of the day
  • Interview
  • Opinion
  • Diary
  • Young Leaders
  • Three questions
  • Media Marketing
    • About us
    • Marketing
    • Impressum
    • Contact
    • Terms and Conditions
    • Privacy Policy
  • Advanced search
  • en English
  • bs Bosnian

2011-2020 © All rights reserved.