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Healthcare content3 min read 9 ways to cater to modern moms in your healthcare marketing

Modern moms expect a lot from healthcare brands. Get tips on how to tailor your healthcare marketing to this diverse, discerning and important audience.

October 19, 2020

The Coffey Team

For years, healthcare marketers have known that it is largely women, often moms, whom they need to win over. The chief medical officers in households. The decision makers.

That hasn't changed—but mothers have. Modern moms expect a lot from brands, and you can help set your brand apart as an organization that understands that.

Win over moms with your healthcare marketing

What's still true: Women make approximately 80 percent of healthcare decisions for their families and are more likely to be the caregivers when a family member falls ill.

What can change: How we tailor our healthcare marketing and messaging to modern moms.

We wouldn't dare lump all mothers together, but here are some thoughtful strategies for how to speak to this diverse, discerning and important audience.

1. Think from their POV. When planning content and campaigns, consider the modern mom's point of view. What does she care about? What matters most to her? For example, maybe it's flu shots. Moms want to do everything they can to protect their families and keep them healthy. Approach it from that angle. Or maybe you have experts in pediatric emergency services. Make sure moms know that—and that kids can get specialty care in your ER.

2. Solve problems for moms—and make it convenient. Show you understand their needs and pain points. How can you help improve their healthcare experience? Are there helpful services that busy families may not even be aware of? Maybe that's same-day or after-hours appointments, online scheduling, text reminders, nurse lines, or assistance with billing.

3. Dig in on digital, and be oh-so-social. Modern moms expect to be able to get a lot done on their phones. If your site and services aren't easily accessible and user-friendly, you may be easily overlooked or dismissed.

Moms may also make decisions about the quality of your organization based on your positive presence—or lack of it—on the social media channels they frequent. So don't overlook the value of social media with this audience. Having real conversations with moms in your community can also give you valuable insights into getting your messaging right.

4. Create a circle of fans. Modern moms are talking to each other. They're asking questions. They're looking for helpful resources. That makes them influencers—meaning they're going to share their opinions and recommendations on products and services in person, on social media or both. What's good about that? When you gain their trust and loyalty, you create brand ambassadors who help win their friends over too.

5. Make authentic emotional connections. What does that mean? Highlight the good work you're doing. Humanize your brand with compelling stories about real people—patients and providers. Show how you value your employees too. Women, and perhaps particularly millennial moms, are looking for brands that show how they're helping humanity. That also means easing up on the hard-sell promotion of your services. Modern moms will come to their own conclusions based on the stories you tell.

6. Keep it clear and uncluttered. Offer parents accessible and accurate information on caring for their families. Make all your content easy to read and pleasing to look at.

7. Be kind and warm. The tone you set in your interactions and messaging matters to modern moms, whether that's in your magazine copy or your social media responses. We surveyed Coffey moms about what they want from healthcare organizations and providers, and kindness and warmth were recurring themes.

8. Reassure and empower. Boost parents' confidence in their ability to make good decisions about their families' health. Empower them to practice prevention and healthy habits with practical and actionable tips.

9. Avoid stereotypes. Recognize there are all types of moms and families. In your copy and images, avoid outdated or limited views of what makes a family today. Here are few statistics on motherhood in the U.S. to consider:

  • U.S. Census Bureau: Between 1960 and 2016, children living with only their mother nearly tripled from 8 to 23 percent.
  • National Center for Health Statistics: In 2016, nearly 40 percent of births were to unmarried women.
  • Pew Research: In 2015, 7 of 10 moms with kids younger than 18 were in the labor force. Mothers are the primary breadwinners in 4 of every 10 households.