Hey Doc, What Women Want

In the 2000 film, “What Women Want”, Mel Gibson plays the part of a sexist guy working in an ad agency. He suffers a sort of semi-electrocution. Instead of killing him, it gives him a super power. He’s suddenly able to hear what women are thinking! As such, he can better connect his marketing messages (and a few other messages – but that’s a different sort of article) to their thoughts. Pretty powerful stuff, huh?

The movie is full of marketing lessons – even for us, Doc. After all, we know that women influence many of the health care decisions in a family. They typically schedule the appointment for their husbands, they definitely plan out the health services for their children, and they’re also taking care of their aging parents.

Among other things, the film reminds us that a consumer’s buying behavior is largely driven by irrational fears, frustrations, hopes and volatile emotions. It’s that way with patients, too.

So, how do you address that? You pin. Specifically, you join the popular social media site known as Pinterest and develop community around it.

Why? Well, first, because women are there. Here’s a little science for you - 80% of Pinterest users are females (mostly adults) and half of them have children.

The Director of Communications for the Ovarian Cancer National Alliance says that, for her, “The tipping point with Pinterest was when I noticed that people were actually pinning images from our [web] site.”

(Teaching Moment: Doc, pinning means that the website user is choosing an image from your page to share with her friends on Pinterest. Think “liking” on Facebook but with pictures. Lots of pictures.)

She added, “I can see that our community is actually using this and they are finding visuals that they want to share… [we decided that we need to] make sure that we’re part of that conversation.” You should too. They’ve been on Pinterest now for over a year.

Still, that’s just a place right? Sort of. It’s also a state of mind.

Virtually all advertising appeals to emotion instead of logic because emotions are far more powerful when it comes to influencing behavior.

In the film’s climactic scene (the Nike pitch), we saw how specific we have to be in addressing the fears, frustrations, and emotional impulses of the women with whom we hope to connect.

But how can we find out what these (often hidden) emotions and irrational fears are? First, you gain trust. 80% of the women using Pinterest say they trust it. It’s likely that you can become part of that trusted community. But first, you’re going to have to do some pinning.

You can start by knowing what’s popular and how it relates to your specialty.

The top five subjects on Pinterest revolve around Home, Arts, Style/Fashion, Food, and Inspiration with a strong surge related to Health/Fitness. And there’s a conversation, largely in the form of pinning items that others have curated, inviting others to pin to your board, and following people or brands that pin things that resonate with you.

How do these top five subjects relate to health?

Home – Women living with children, aging parents, or disabled family members want to make a safe, livable space without compromising style. They pin.

Arts – What about images that soothe a discomforted soul or a recovering patient? Pin some.

Style/Fashion – Hey, not everything is science here, but I’ve seen pins of maternity fashion or things women might aspire to wear that would help inform some of the health care decisions. Find someone pinning those and re-pin them.

Food – Recipes rule on Pinterest. Almost any medical condition can be affected in a positive way through a healthy diet. Do you know the foods that might whet the appetite of your patient and help her to achieve a healthy lifestyle? Pin some.

Inspiration – Maybe it’s scripture. But it could be images.  Nature inspires. Movies inspire. Heroes inspire. Offer your patient an ideal to pursue by pinning about it.

Health/Fitness – Like food, there are few health conditions that aren’t improved by regular diet and exercise. Pin some tips.

Hey Doc, this may sound a bit crazy but marketing is full of crazier stuff than this. Imagine what thoughts you would hear from Pinterest users. If you’re pinning, then you’re part of the conversation. And when you re-pin or invite others to pin with you? You just might start hearing what women want.