Healthcare Marketing for Women: Crafting Campaigns that Convert
Despite making up half of the country’s population, women drive an astonishing 80% of consumer purchasing decisions in the United States healthcare sector.
Unfortunately, many healthcare practices have yet to fully recognize and engage this powerful demographic in their
marketing and content strategy.
Is your clinic running generic marketing campaigns? If it is, then you could be missing out on engagement, revenue, and patient loyalty from an immensely influential market.
You need to turn that around—harness the power of women-focused marketing and create
tailored campaigns that resonate and convert.
Why Healthcare Marketing for Women Is a Game-Changer
More than just healthcare consumers, women are pivotal decision-makers in healthcare. Here are a few studies that explain their substantial purchasing power:
1. Women require more healthcare services.
According to a Deloitte study on U.S. consumers, women require an average of 9.9% more healthcare services than men—and this doesn’t include maternity-related care yet. A 2025 report by GoodRx reveals that women also tend to visit healthcare professionals more frequently than men.
The studies explain that the disparity could be due to various biological differences, disease prevalence, and how certain conditions affect men and women differently.
2. Women spend more money on healthcare.
The Deloitte and GoodRx studies both reveal that working women in the U.S. spend more on healthcare costs than their male counterparts:
3. Women have a leading role in most families’ healthcare.
Women are typically the default caregivers in a home. They make up to 80% of healthcare decisions for their families, whether it's scheduling doctor visits, managing medications, or choosing healthcare plans
According to the Society for Women's Health Research Chief Advocacy Officer Lindsey Miltenberger, women use the healthcare system more than men and are more well-versed in navigating it. In her words, “women are no doubt the chief medical officers in the family.”
Targeted Healthcare: Marketing for Women in a Man’s World
Despite their considerable impact on healthcare, women remain largely overlooked by healthcare marketing efforts. Here are two reasons why:
1. Underrepresentation
Even though women drive 80% of all healthcare decisions, their unique healthcare experiences aren’t always accurately represented in medical marketing.
As an unfortunate result, campaigns fail to resonate with this key demographic, leaving the potential of women’s healthcare marketing largely untapped.
2. Oversimplification
When healthcare marketing does target women, it often does so in an overly generalized manner, such as:
- Simply painting a brand pink instead of offering genuine engagement
- Overlooking women's diverse identities
- Avoiding concepts and topics that defy traditional gender norms
- Relying on outdated stereotypes instead of focusing on specific health needs
An oversimplified approach often leads to campaigns that feel superficial, unrelatable, or irrelevant to women.
Strategies for Female-Focused Healthcare Campaigns
Women’s healthcare marketing requires a thoughtful approach that resonates and connects with the modern woman. Your messaging should reflect their unique healthcare journeys and, at the same time, offer practical solutions that genuinely address their needs. Here are a few strategies to make female-focused healthcare campaigns more impactful:
1. Know Who You’re Marketing To
When it comes to healthcare marketing for women, one size does not fit all. This is why understanding your audience is crucial to crafting campaigns that connect.
Get to know the women you’re offering your services to by asking them questions, reading their reviews, or gathering honest feedback.
When you know the answers to these questions, you develop detailed personas that represent your target audience. Having that specific person as a basis for your messaging will help you craft content that feels personal and relevant.
2. Create Content That Speaks to Their Needs
Each woman is on a health journey unlike any other—from adolescence to menopause, pregnancy to postpartum recovery, aesthetic treatments to chronic health management. Your content strategy should acknowledge these diverse experiences.
Tailor your content to speak directly to the specific needs women face at every stage. For example, Best Bee AI Marketing ensures that our client,
Circle City Midwifery & Women's Health Services Inc., has a blog page that features topics encompassing the full spectrum of a woman’s pregnancy experience. This allows the clinic to guide and support parents-to-be, no matter where they are in their pregnancy journey.
3. Meet Women Where They Are
As a healthcare practice, your content needs to be where your audience can find it. Social media management can help, but choosing the right platforms is key. If you’re not sure how to do that, reviewing your audience’s detailed persona is the best place to start.
By knowing target market attributes, you can narrow down the social media platforms you can find them on. Take generational preference, for example. Different generations of women engage with healthcare content in different ways:
- Gen Z and Millennials favor short, engaging videos and visuals that speak to their health interests. They prefer real-life patient stories and expert insights over polished advertisements.
Preferred Platforms: Instagram, TikTok, YouTube
- Gen X and Baby Boomers appreciate informative articles, detailed explanations, and clear guidance on managing health conditions. An easy-to-navigate layout encourages them to engage with your brand more.
Preferred Platforms: Facebook, LinkedIn
4. Create a Seamless Digital Experience
Besides managing their own healthcare, women also often oversee the medical needs of their partners, children, and elderly family members. This means they need quick, clear, and efficient access to multiple types of medical information all in one place: appointment scheduling, provider information, insurance coverage, patient resources, etc.
If your website is cluttered, outdated, or non-mobile-friendly, you could lose potential patients before they even step through your door.
Make your clinic’s digital presence as smooth as possible with a mobile optimization, online booking, easy navigation, and intuitive
healthcare website design. Delivering a user-friendly digital experience shows that your practice values their time and comfort—two things today’s women hold dear.
Best Bee: Fine-Tuning Your Healthcare Marketing for Women
There’s no denying it—women are the backbone of medical decision-making in the United States. From scheduling appointments for their families to seeking treatments that enhance their well-being, women have a powerful presence in the healthcare market.
But is your practice effectively engaging them? Do your marketing campaigns genuinely resonate with them and convert them into loyal clients?
At
Best Bee AI Marketing, we understand what it takes to connect with women at every stage of their healthcare journey. We help you craft strategies that drive engagement, boost patient retention, and ultimately grow your practice.
If you’re ready to build marketing campaigns that connect with the women who matter most to your practice, contact us today, and let's make it happen!
