hot mamas on harleys

What healthcare can learn about marketing to women from top brands

LET’S GO MAKE A DIFFERENCE

franklinstreet.com

Hot Mamas on Harleys

#ISHMPR

Melissa SpeirVP of Marketing Strategies

LET’S GO MAKE A DIFFERENCE

Kenya GibsonDirector of Client Services

• What the best brands know about marketing to women

• 3 key trends impacting women-focused branding

• Case studies from healthcare and outside healthcare

• Actionable ways to brand your hospital better to women

WHAT WE’LL LEARN

Engaging women across multiple platforms

THE SECRET TO EFFECTIVE BRANDING

1. Story Telling to Story Building

3 KEY SHIFTS IN MARKETING TO WOMEN

2. One Big Screen to Many Little Screens3. Inspiration to Aspiration

Branding is no longer a one-way conversation

SHIFT #1STORY TELLING TO STORY BUILDING

Nielsen/NM

Nielsen/NM

A DIFFERENT BRIEF FOR STORY BUILDING

• What is our audience really interested in?

• What ideas can build a bridge from their interests to our brand?

• Why might they talk about this idea?

• How and where can they get involved?

• What will keep the conversation going?

Earl Cox, The Martin Agency

Tonight, 70% of people watching TV will also be doing something else

SHIFT #2ONE BIG SCREEN TO MANY LITTLE

MOBILE FACTS

• Mobile searches quadrupled last year

• 1 in 3 mobile searches are now local

• Americans spend on average 2.7 hours per day “socializing” on a mobile device

“My time to ride”

SHIFT #3INSPIRATION TO ASPIRATION

• 3 key trends impacting women-focused branding

• Case studies on creating loyal relationships

• Strategies to involve physicians and drive referrals

• Ideas for identifying opportunities that impact the bottom line

TAKEAWAYS

Questions?

@franklintweets

franklinstreet.comgojunto.com (blog)

mspeir@franklinstreet.comkgibson@franklinstreet.com

facebook.com/franklinstreet

Thank you

@franklintweets

franklinstreet.comgojunto.com (blog)

mspeir@franklinstreet.comkgibson@franklinstreet.com

facebook.com/franklinstreet