Ogilvy Public Relations and sister agency Ogilvyearth are about to release a new White Paper based on the findings from 10 interviews with leaders at healthcare companies and in sustainability about the relationship between healthcare and a fully integrated approach to sustainability. Our conversations reveal a world that is significantly more challenging and equally more rewarding for companies that invest in sustainability. The White Paper explores the challenges, opportunities and future direction of the healthcare industry as it relates to sustainability. (Click here for a copy of Ogilvy’s “Healthcare Marketing in the age of sustainability“)
Why mention it in a blog focused on marketing to women? Because previous research conducted by the same sister agency with 1,800 adult Americans found that fully 82% of respondents said going green is “more feminine than masculine…This feminization holds men back from visible green behavior like using reusable grocery bags or carrying around reusable water bottles, and even from driving a Prius.” [see post on these study findings from my esteemed colleague Tara May from May 3rd). And while clearly our colleagues who target men need to find ways to make going green macho, for those of us who are looking to appeal to and connect with women, this is a huge opportunity. Especially since we also know that women –especially moms with younger children — are more likely to be the CMO in the home, more likely to actually seek medical care and more likely to be searching for health information online.
Our research suggests that a commitment to sustainability holds great potential to drive innovation in healthcare. Many companies have made good progress in reducing their carbon footprint and water use through manufacturing and supply chain modifications and efficiencies. The next frontier for us as marketers, however, is developing healthcare products and delivery systems that help societies adapt to changing disease patterns and striking the right balance in intensity and frequency to communicate these commitments and achievements to the right stakeholders.
I would argue that making a commitment to sustainability will also strengthen your brand connection with a critical stakeholder in healthcare — women and their purses. As we head into an era where consumers (think women) will be forced to make more and more decisions about their own and their family’s health care, providers of health care, whether at point-of-care or at point-of-purchase, may want to think green.