webinar: january 11, 2012 women and health: reaching health decision makers
DESCRIPTION
Webinar held January 11, 2012 at 1pm ET. Provides an overview of rationale for marketing and reaching women through health communication. Upload to slide share changed the fonts.TRANSCRIPT
Health Decision Makers
Kathleen Hoffman, PhD, MPHHealth Communication
Language Matters…
Women’s Health
Informal providers
Primary decision makers
Medical provider
s
http://www.hsph.harvard.edu/women-and-health-initiative
Informal providers
+ Primary Decision Maker
= Caregivers
Caregivers are defined in two ways
1) Narrowly (National Family Caregivers Association)
People who care for loved ones with chronic conditions, disabilities, disease, or the frailtiesof old age. This includes parents of children with special needs. http://caregiveraction.org/about
2) Broadly (Merriam-Webster Dictionary)
a person who provides direct care (as for children, elderly people, or the chronically ill)http://www.merriam-webster.com/dictionary/caregiver
Caregivers
Mothers As Caregivers
How Many Mothers are there in the US?
• As of 2008 the estimated number of mothers of children ages 0 to 18 was 85.4 million.
• Around 5 million of these women were stay at home moms.
• 61 percent of mothers were in the workforce in 2008.
Women as Caregivers of Children
Deciding Physician
85% of Moms Decide on Children’sPhysician
Taking to Appoint-ments
84% of Moms take their Children to MD appointments
Follow-up Care
79% assure ChildrenReceive follow-up care
Women As Caregivers of Elderly or DisabledPopulation
Caregivers
More than 66 million Americans
(28.5% of the adult population) provide unpaid care to an elderly or disabled person 18 years or
older
Sixty-six percent of caregivers
are women.
Big numbers
85.4 million American women are mothers
43.56 million American women are family caregivers
20 million are doing both jobs
Of the 155.6 million women in the US as of the 2010 Census
A guesstimate of 2/3 or around 100 million women are caregivers!
Over
scheduled
9.4 things on their
minds in any given five-
minute period
76% spend more time thinking about others’
needs than their own
81% wish there were more hours in the day to get things done
Two-thirds reported that they have more on their minds than they did five years ago (65%)
73% say they juggle a lot of thoughts
84% say they juggle a lot of tasks
Health of WomenWomen caregivers, compared
with women who are not caregivers, are less likely to:• get medical care
• fill a prescription (because of the cost)
• get a mammogram• get enough sleep
• cook meals• doing physical activity
(http://womenshealth.gov/publications/our-publications/fact-sheet/caregiver-stress.cfm
Today’s CaregiverInformation overload… 80% of household buying decisions…most health decisions… little time for messages… poorer health..decreasing attention span… multi-tasking…
Social
Media
Caring
Work
Home
Time
Helping The Balancing Act
53% of moms say social networks highly influence health and
wellness opinions
66% of women don’t believe health care
marketers understand them
65% of women online search for
health
82% of moms seek second opinion via
social media
65% of people using social media are
women
Social Media
Multi-tasking
67% of moms used the Internet and watched TV concurrently
While using social media ½ of the moms are talking to someone else
1 in 4 use tablet while watching TV several times a week
Mobile Devices
Nielson research has found:
At least half of moms use social media via mobile devicescompared to 37 percent of the online population.
Overall 54 percent of moms own smartphones (among US mobile subscribers), keeping them connected with family and friends.
61% more likely to visit
Pinterestthan the average
American
27% more likely to visit blogs
Moms visit…
3 out of 4 mothers
use Facebook
.
Caregivers
Practical Suggestion
s
Emotional Support
Caregivers of elderly and disabled
Sites visited by Caregivers
Boomer Caregivers
Amazon
Wal-MartFederated
Media PublishingLinkedIn
Moms
Blogger
Myspace
If Targeting Mothers Target Their Children’s Needs
For Sandwiched> Target Both
If Targeting Caregivers of Elders, Target Elders’ Needs Too!
What do caregivers want?
Ask Women What They Need
Accommodate time constraints and attention demands
Engage Influencers
Help Women Support Each Other
Be Shareworthy
Steps to Engagement:
Ask Women What They Need
Focus Groups
Surveys
Chats and Forums
Previous Research
1)perceived degree of seriousness
2)mother's degree of fear of the child's condition
3) attitude of the health care provider
4)previous experience with the situation
5)social support for the mother
Gross, G Howard, M. (2001). Public Health Nurs. 18(3) 157-68.
Mother’s health decisions
Jackson, C, Cheater, F., & Reid,I. Health Expectations (2008). 11(3), 232-251.
A review of 149 studies on parents making child health decisions identified the following areas of support needs:
1) Information-including suggestions about the content, delivery, source and timing
2)Talking to others including concerns about pressure from others
3) Feeling a sense of control over the process or service
Decision support needs of parents
Accommodate time constraints and attention demands
• Have a presence where women already congregate
Social Media, including making your
content available on mobile devices
Real-time
Engage Influencers
Achieving Credibility
Credibility
Value
Influencers
Experts
Support What Women Value
Relationships
24/7 forum for discussion
Support through
respite, meet-ups or
activities
Provide useful information based on real-life
questions
Provide calendar and connections to organize help
MUST BE CREDIBLE
MUST BE CONSISTENT
MUST BE EVER-PRESENT
MUST BE EASY TO OBTAIN
Messaging
Help Women Support Each Other
• #BCSM
#BCSM
Crohnology
Crohnology
Be Shareworthy
Photo sharing opportunities
Calendars
Support
Information
Caregiver Action Network
“There are four kinds of people in this world:
those who have been caregivers,
those who currently are caregivers,
those who will be caregivers, and
those who will need caregivers.”
~Rosalyn Carter
