Women S Health And Corporate Marketing

This compelling collection of essays examines how historically significant marketing schemes have profoundly impacted women's health and healthcare across the world, this book will find readers among students in Public Health, Allied Health, Gender Studies, Sociology and beyond.

This compelling collection of essays examines how historically significant marketing schemes have profoundly impacted women’s health and healthcare across the world. Written by scholars and activists from a range of disciplines, including law, sociology, and the health sciences, the book spotlights a range of products that have had a damaging impact on women’s health, laying bare the values and assumptions engrained within the marketing campaigns that promoted them. Examples include the advertisement of household and personal care products that expose users to toxic chemicals, empowerment messaging to persuade women to use tobacco products in low- and middle-income countries, and the deceptive marketing of benzodiazepines and opioids that disproportionately impacts women and their families. A powerful critique of the unethical and paternalistic approach of some corporations, this book will find readers among students taking courses in Public Health, Allied Health, Gender Studies, Sociology, and beyond, as well as interested professionals and lay readers.

The Complete Guide to Women''s Health Service Line Marketing Mary Anne L. Graf, BSN, MS Marketing your women''s service line involves more than just talking to women about your obstetrics services. Women are the family healthcare gatekeeper--attract them to your women''s service line and you will attract their family and friends to your other service lines as well. It doesn''t take a million-dollar budget to promote your service line; all it takes is a focused effort. This book will teach you how to use data to learn who your audience is and create gender-specific marketing techniques. Readers will benefit from: Multiple strategies and tactics to maximize marketing of the women''s service line and support organizational success in an uncertain future Innovative processes to reach more women, more often, with information that resonates deeply The latest data about gender-specific marketing techniques in order to reach audiences faster and with less expense, and pave the way for successful gender marketing with other service lines Guides to rational marketing spending, for budgets from near-zero to near-million Ways of focusing on goals to demonstrate a return on the investment of marketing time, energy, and dollars Filling a gap in application of overall marketing strategy and tactics at the women''s health service line level Testimonials: "Mag knows more about effective marketing strategies and tactics than any other service line executive I have worked with in the last two decades. Her knowledge about marketing is both wide and deep, including great gender-specific communication strategies. Mag consistently comes up with fresh ideas about gender-specific program development and marketing that make sense for any service line, from cardiac to psych and beyond." --James Sherwood, chief administrative officer, Bon Secours Hampton Roads Health System "I keep Mary Anne''s first book on my desk--pages dog-eared and post-it notes throughout; it''s a valued resource. It is because of Mary Anne''s inherent love and passion for teaching that she shares her latest wisdom, provides good advice, and offers her perspective and good humor. Keep this new book handy!" --Stephanie Fendrick, vice president, strategic partnerships and program development, Virtua Health System "Mag is the best at connecting the dots that I have ever seen. She''s also very good at demonstrating the value of marketing, and she does it objectively. Nothing speaks to CFOs like using their own data to prove a point." --Pete Gallagher, president, Manakin Associates, LLC Table of Contents: Chapter 1: The Myth of "A Woman''s Merit" Power Up Your Thinking With Psychographics Focus the Lens: How Life Experiences and Culture Influence Reception of Your Marketing Critical Key: Know Your Market Chapter 2: Women''s Marketing: Is It Really Different From Any Other Service? Disease/Event-Based Marketing? Or Population/Relationship-Based Marketing? The Internet: The Portico to Your Women''s Service Line What Is the Life Stage Approach? Chapter 3: Achieving the Magical Connection Can Anyone Market Women''s Services? Getting Inside the Mind of Your Consumers It Really Is Nature ... Honest How Gender Differences Play Out in Marketing Chapter 4: Your Women''s Services Marketing Team Your Marketing Team: The Good, the Bad, and the Missing Wait! What If I Really Don''t Have a Marketing Team? Finding Out What''s New in Women''s Service Line Marketing Women''s Services Marketing Franchises Your Marketing Team: Before the "Do," a Quick Summary of the "Be" Chapter 5: Laying the Foundation: Key Market Databases Market Research ... or MarketING Research? Foundational Market Databases Case Study: Choosing a Location for an OB/GYN Practice National Organizations: Database/Experiential Information Private Provider Patient Information Chapter 6: Laying the Foundation: Marketing Research Case Study: Two Female Populations, an Hour and a World Apart Remember the Key Question Overview: Marketing Research Methodologies Quantitative or Qualitative Marketing Research? How Involved Should You Be in Marketing Research? Always Involve Non-Users Spreading the Impact Maximizing Your Qualitative Research Conjoint Analysis Case Study: Use of Conjoint Analysis With Qualitative Marketing Research Case Study: Mascot Marketing Research With Kids Chapter 7: Within Your Grasp: Women''s Service Line Marketing Utopia Experiential Marketing Case Study: Texas Children''s Hospital Pavilion for Women/Gelb Experience Mapping Chapter 8: Women and Media: New, Old, and Bridging the Gap Start Thinking Now About Your Target Markets and Submarkets Media Selection Factors Case Study: The Prevea/Hospital Sisters Wonder Campaign Case Study: The CDC and Social Media Chapter 9: The Power of Public Relations Using PR Effectively Case Study: PR: Safe and Sound PR and ROI Chapter 10: Getting Focused: Your Women''s Service Line Marketing Plan Strategic Marketing Plan Outline Overwhelmed Yet? Selling Your Strategic Marketing Plan Chapter 11: Small Budget, High Impact, Planting a Flag Starting Small: Planting the Flag Guerilla Marketing Case Study: Speed Dating for Physicians Chapter 12: What About ... Marketing Children''s Services: Is There a Crossover With Women''s Marketing? Marketing Nice Services in Obstetrics and Overall Women''s Health Case Study: Market Segmentation for Population Mirroring Preparing for ACOs: Population Health Your Role in Clinical Business Development

Reaching Women is the condensed version of years of experience in reaching and motivating key audiences through marketing and advertising. Readers will learn why the women’s market has become a potentially lucrative business opportunity for the health industry. Using examples of actual advertising messages targeting this segment, the book explores the primary concerns, qualities and issues that influence the female consumer relative to certain kinds of products and services, specifically in the healthcare field. Since women are a diverse group of interests, attitudes, values and lifestyles, understanding the nuances of marketing to women will help identify techniques and motivators that will affect the buying behavior of this unique segment. Reaching Women explores whether men can be effective in crafting messages targeted to women; how internal marketing programs can be valuable in establishing relationships with women; the value of research for different age-related groups and more. Reaching Women should be in every marketer’s library and should serve as the basis for any program or service that wants and needs to reach the primary buyer and influencer of health care—the woman as wife, mother, or caregiver.

Overwhelmingly, women are responsible for deciding how America's health care dollars are spent. If health care providers are to succeed in the coming years, they must meet the challenge of satisfying the needs of this powerful market. Written by an exceptional panel of experts in women's health, Winning in the Women's Health Care Marketplace synthesizes the nation's best strategies and practices for creating a health program that will capture the attention and loyalty of the emerging women's market.

Marketing expert Martha Barletta presents a business case for why marketing professionals should focus their undivided attention on the largest untapped market in the world - women. She provides a detailed field guide for creating and executing a complete marketing plan that targets women.

This is an introduction to the women's health movements and what is being accomplished by women organizing to achieve better health care around the world.

Globalizing Ideal Beauty is the forgotten history of a group of women copywriters whose successful ad campaigns went international in the 1920s and spread an American notion of feminine appeal from Bangor to Bangkok. Sutton's approach is grounded in a huge body of original archival research that has so far remained largely untapped.