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What healthcare can learn about marketing to women from top brands
LET’S GO MAKE A DIFFERENCE
franklinstreet.com
Hot Mamas on Harleys
#ISHMPR
Melissa SpeirVP of Marketing Strategies
LET’S GO MAKE A DIFFERENCE
Kenya GibsonDirector of Client Services
• What the best brands know about marketing to women
• 3 key trends impacting women-focused branding
• Case studies from healthcare and outside healthcare
• Actionable ways to brand your hospital better to women
WHAT WE’LL LEARN
Engaging women across multiple platforms
THE SECRET TO EFFECTIVE BRANDING
1. Story Telling to Story Building
3 KEY SHIFTS IN MARKETING TO WOMEN
2. One Big Screen to Many Little Screens3. Inspiration to Aspiration
Branding is no longer a one-way conversation
SHIFT #1STORY TELLING TO STORY BUILDING
Nielsen/NM
Nielsen/NM
A DIFFERENT BRIEF FOR STORY BUILDING
• What is our audience really interested in?
• What ideas can build a bridge from their interests to our brand?
• Why might they talk about this idea?
• How and where can they get involved?
• What will keep the conversation going?
Earl Cox, The Martin Agency
Tonight, 70% of people watching TV will also be doing something else
SHIFT #2ONE BIG SCREEN TO MANY LITTLE
MOBILE FACTS
• Mobile searches quadrupled last year
• 1 in 3 mobile searches are now local
• Americans spend on average 2.7 hours per day “socializing” on a mobile device
“My time to ride”
SHIFT #3INSPIRATION TO ASPIRATION
• 3 key trends impacting women-focused branding
• Case studies on creating loyal relationships
• Strategies to involve physicians and drive referrals
• Ideas for identifying opportunities that impact the bottom line
TAKEAWAYS
Questions?
@franklintweets
franklinstreet.comgojunto.com (blog)
[email protected]@franklinstreet.com
facebook.com/franklinstreet
Thank you
@franklintweets
franklinstreet.comgojunto.com (blog)
[email protected]@franklinstreet.com
facebook.com/franklinstreet
