Modern Families Require New Thinking About Your Target Audiences
Since the mid-80's, when healthcare marketing first burst onto the scene, "women, 35-64" were considered the 'sweet spot' of consumer audiences for marketing communications programs. She represented the heavy user, influencer, and the primary decision maker for the entire family. However, in the last 30 years, with seismic shifts in lifestyles and household compositions, this traditional view of the "classic demographic" needs to be re-examined to take into account non-traditional family dynamics. And this represents a great opportunity for healthcare marketers to capture these emerging households. As Springbrand Brand and Creative Strategy (happy now SEO department) engages in more focus group panels across the U.S. on behalf of hospitals and health systems, one message is consistent: people want to see themselves ("people like me") reflected in advertising and communications campaigns. This should be welcoming news to marketers ...