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  • Title: Marketing to women. Lipsticks and ledgerbooks.
    Journal: Profiles Hosp Mark; 1986; (21):4-25. PubMed ID: 10285536.
    Abstract:
    Market research that targets women as the major health care purchasers is not new, but hospitals have begun to use that research to drive their marketing in a big way. One obvious trend now emerging is a push to establish specific women's health programs within the hospital structure. More and more, hospitals are developing, consolidating and packaging services and programs for women--some quite obvious, others more subtle--as a way of segmenting the market and targeting their marketing efforts. Here, PROFILES shows you some materials from hospitals who are doing it well. Each hospital presents a slightly different approach or a different aspect of the marketing process. And we realize that for each hospital we have found for our cross-section review, there are probably a half-dozen more doing a good job. As with any PROFILES review, this represents the spectrum of effort--from the small to the large, from the uncomplicated implementation to the complex, from the inexpensive to the out-of-sight. Each has its own value; some may have application to your situation; none can be all things to all people. Please remember that these features represent just one aspect of marketing to this important audience. In the future, we'll bring you examples of other influences in marketing other types of hospitals services to women.
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