Reaching Women: Way to Go in Marketing Health Care Services - Tapa dura

Reaching Women is the condensed version of years of experience in reaching and motivating key audiences through marketing and advertising. Readers will learn why the womens market has become a potentially lucrative business opportunity for the health industry.Using examples of actual advertising messages targeting this segment, the book explores the primary concerns, qualities and issues that influence the female consumer relative to certain kinds of products and services, specifically in the healthcare field. Since women are a diverse group of interests, attitudes, values and lifestyles, understanding the nuances of marketing to women will help identify techniques and motivators that will affect the buying behavior of this unique segment. Reaching Women explores whether men can be effective in crafting messages targeted to women; how internal marketing programs can be valuable in establishing relationships with women; the value of research for different age-related groups and more. Reaching Women should be in every marketers library and should serve as the basis for any program or service that wants and needs to reach the primary buyer and influencer of health carethe woman as wife, mother, or caregiver.

Barbara Alpern Lehman is a 30-year veteran in advertising and marketing communications, with special emphasis on brand strategy and positioning. She is president of Alpern Lehman, Arizonas number one health care communications firm.In 1987 she authored Reaching Women: The Way To Go In Marketing Health Care Services, a leading trade references on the subject of womens healthcare marketing.Prior to founding Alpern Lehman, Ms. Lehman was co-founder, president and creative director of York/Alpern-Doyle Dane Bernbachan Omnicom Company.