Develop social content and campaigns with chief medical officers in mind. Consider the mothers, sisters and daughters who take care of their families, and create content that resonates by promoting messages of well-being for themselves and their families.
Additionally, be careful and intentional about the information you share. The health and wellness industry has a track record of profiting from women’s insecurities and, as much as social media can be a place for empowering content and information, it is also home to a lot of misinformation and potentially dangerous pseudoscience (looking at you, Flat Tummy Tea).
Women have historically been taken advantage of and dismissed by the healthcare industry, so if we want women to stop searching for snake oil, we need to build healthcare systems that truly take care of them. The first step is ensuring accurate, helpful information regarding themselves and their families is easily accessible.
Acknowledge the key decision-makers
As the primary purchasers in the home, and the maker of most medical decisions, it’s safe to assume that women will be the ones buying most of your products, even if they’re for men.
Let’s look at an example from a different industry, partly because it’s more fun. The legendary Old Spice Guy was born, not on a horse, but out of the insight that women were the ones who bought deodorant for the men in their lives. So, target a good share of advertising at them. Hello ladies, indeed.
Don’t just offer a pat on the back
Being a chief medical officer is not an easy job. For the women carrying this responsibility, it takes a mental and emotional toll. Messages anchored in empowerment go a long way.
Consider tailoring a campaign towards acknowledgment and empowerment, but don’t just offer them a pat on the back—push for support. Challenge the stereotypes that pigeonhole women into these unofficial roles. Promote shared responsibilities to ensure that decisions related to health and well-being are made collaboratively within families. Encourage men to have a better understanding of their family’s healthcare needs.
The chief medical officer is an important job within a family and the health and wellness industry. Even if your brand is not for women, there is likely a woman choosing whether to purchase it. Don’t forget about her.
