August 31, 2016
How do you effectively engage the consumers who make up 60% of all hospital encounters? Realize that gender matters.
Why Women Matter
If you want to acquire, engage, and keep patients as they reach successive life milestones, you need to understand the fundamental importance of women to the healthcare system. A recent report reveals that women represent a higher percentage of inpatient stays across their lifespans than men. They also utilize general healthcare services more, and show greater interest in health and wellness.
New Healthgrades web analytics research underscores these general findings:
- Over 70% of healthgrades.com visitors are women, who drive more than 30 million visits per month.
- These women have made OB-GYN specialists some of the top providers searched on healthgrades.com, accounting for over 15 million site visits annually.
- Visitors searching for OB-GYN specialists are more likely to compare them to other providers than visitors searching for other specialists.
How do you strategically acquire, engage, and keep these consumers?
Target the right patients, and understand what they need.
The shotgun approach to targeting potential new patients is no longer sufficient. You need data and analytical expertise to reach the right consumers. Predictive analytics and segmentation allow you to determine which women are most likely to need your services and how to reach them. For example, one recent analysis featured in Healthgrades 2016 Women's Services white paper identified five key segments (high socioeconomic families, low socioeconomic families, two-parent middle class households, single parent households, and married couples with no children).
In this analysis, high socioeconomic families represented only 4.2% of new patient households, but this segment offered the highest potential value from other household members as well as the highest contribution margin (2.3x). Two-parent middle class households followed close behind, representing only 13.1% of new patient households, but with high potential value from other household members and generating a contribution margin of 1.9x. Each segment aligned with specific high-value service lines, allowing the client healthcare organization to prioritize accordingly.
Use strategic and informative content to differentiate your services.
Each segment of the female population has different needs. To guide women to the appropriate women's services entry point, you must know who will respond to mammogram education and reminders, promotions for personalized birth experiences, and recommended therapies for urinary incontinence. Your quality outcomes also matter, so weave these into your messages. For example, in the 2016 Healthgrades women's care quality study, urogynecologic patients treated at a 5-star hospital had an 86.6% lower risk of complications than those treated at 1-star hospitals. Hysterectomy patients had a 59.5% lower risk of complications at a 5-star versus a 1-star hospital. These quality differentiators influence a woman's initial decision to use your hospital, as well as their willingness to return.
Reach women where they are.
How do you reach and connect with female consumers at scale? Healthgrades client Lutheran Medical Center pursued a digital multi-channel strategy to reach younger female audiences. It leveraged YouTube, Facebook, Pandora Radio, and other channels to release engaging content. One example is a short video featuring a young expectant couple and the relatable, real-life moments they experience along the way to their baby's birth. The video invites viewers to take a virtual tour of LMC's Women and Family Center. A corresponding Moments Blog shares patient photos and stories of their pregnancy experiences.
Specialized search sites like healthgrades.com also empower you to differentiate your organization with influential content and branding at the moment women are searching for providers. You can target specific personas while enabling women to book appointments online, making it convenient for the right patients to engage with your organization.
How do you build lasting relationships with healthcare's key decision-makers? Understand who they are and what they need, and go where they are.