Marketing to the LGBTQ+ Community
How to successfully and authentically connect with LGBTQ+ healthcare consumers.
Finding a healthcare provider is not always easy, but for the community represented by the LGBTQ+ acronym (generally defined as anyone who identifies as lesbian, gay, bisexual, transgender, queer, intersex, asexual, or other sexual orientation or gender identity) the search is especially challenging. For this community, there’s no easy way to gauge a provider’s familiarity with LGBTQ+ specialized care. Options can be limited in some areas, and most LGBTQ+ individuals will have to do their own research to find a supportive provider.
As healthcare organizations navigate through these uncharted waters, it is not enough to offer these services—you also need to connect with this community in a way that makes them feel more included, heard and considered. That’s where marketers can make a difference.
How to connect
As a marketing professional, you know what it takes to market to your audience segments. So how is the LGBTQ+ community any different? You’re probably already trying to be inclusive with your language, like not saying “man-made” parts when writing about joint-replacement surgery. But could you be doing more?
Here are some tips help you market to the LGBTQ+ community:
- Communicate your commitment beyond your words. Words are powerful, and the way we use them should be meaningful. But communicating with your consumers goes beyond the message. In videos, images and even graphics, we should not just think about what we are representing but whom.
- Whenever people are shown, include LGBTQ+ individuals, family members, friends and couples who reflect varied ages, races and genders. Text references to family or relationships should not include only heterosexual people.
- As with any target group, it’s important to avoid making assumptions. Learn everything you can about your LGBTQ+ consumers and any perceptions they may have about your organization.
- When conducting market research or forming new marketing campaigns, LGBTQ+ perspectives should be considered and included.
- Think twice about your words. How one person feels disrespected may be different from how another person feels disrespected.
- Avoid the words “normal,” “regular” and “real.” For example, it wouldn’t be correct to make comparative statements about a transgender person as opposed to a “real woman.” They’re a woman, period.
- Speak directly to the LBGTQ+ community. Be authentic and thoughtfully plan your messaging.
- Avoid using stereotypes and clichés that alienate and reinforce negative images of LGBTQ+ individuals.
- Show up to support the LGBTQ+ community. Identify local organizations specific to LGBTQ+ individuals and get involved. Your support will help you learn more about this target audience and help them feel included. Show community loyalty, and they’ll likely return that loyalty back to your organization.
And remember, targeting Generation Z and millennial consumers requires an inclusive approach. The adoption of less narrow, binary gender parameters could prove particularly critical when it comes to winning over young consumers who are more accepting—and demanding—of diverse representation.
Connect with Coffey
Coffey’s enhanced provider directory has the ability to filter healthcare providers for the LGBTQ+ community. In addition, we provide inclusive content and infographics for healthcare organizations who offer LGBTQ+ specialty services. We can help you connect with this community in a way that makes them feel more included, heard and considered. Contact us to schedule a meeting with one of our business development consultants.
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