Client: Digitas Health and Yahoo!
Campaign: “Health Styles of the 40-Everything Woman” Blog Post
Agency: Digitas Health
Role: Corporate Communications (Writer, Social Strategist)
Live: April 2011
While women in their 40s and 50s make up a key audience for any marketer, they are especially important for healthcare brand managers and marketers. In addition to the fact that three out of four women are dealing with at least one health condition, these women are also “sandwiched” between caring for their children and their parents.
Still, this audience isn’t made up of “sandwich” generation super moms alone. Digitas Health and Yahoo! partnered to better understand and connect with this group of women, not only as consumers and patients, but as people. After speaking with thousands of women about their health, their lifestyles and their families, we came to some surprising conclusions, which we shared at an invitation-only event at Yahoo! Headquarters and at Digitas’ 2011 NewFront.
The path forward for healthcare marketers is clear: understand how 40-everything women approach health decisions and tailor campaigns accordingly. For details about the five health styles and additional research insights, please visit Yahoo! Advertising Solutions.
This post originally appeared on Digitas Distillery.