moms on facebook

Healthcare Advertising: Moms Face Up

Moms use social media more than average internet users

Are moms important to healthcare marketers?  If so, then you better get social.  Moms use social media to communicate, stay in touch with family and friends, exchange information, be entertained and a host of other reasons.  eMarketer estimates that 23 million US moms are on Facebook…moms with children under the age of 18 use the site at least once a month.  That’s well over two-thirds of all online moms in the country compared to just over 50% of all online users.

Overall 26.5 million moms use some sort of social media.  That’s almost 20% of all social media users.

Females are the primary decision makers when it comes to healthcare decisions, and moms are usually the chief decision maker for their family’s healthcare needs.  That being true, healthcare marketers need to get social.  Moms are on social media sites interacting and gathering information.  And of course they are extremely interested in health information for themselves and their families.

So we need to be engaging those moms where they are.  On social media sites.  It certainly requires work.  And it requires more than just setting up sites to post ads or promotions for the hospital.  It requires engagement.  It’s not easy.  It requires quality content.  It requires responsiveness.  And it requires the efforts and cooperation of more than just the marketing department.

Moms are definitely social.   They are proving it everyday online.  And it provides great opportunities to connect and build brand loyalty.  Healthcare marketers should take notice.



Healthcare Marketing: Social Media is Where the Moms are

mother and baby girl with laptop

Over one-half of all online moms are now using Facebook regularly.

Mothers are a prime target for hospital and healthcare marketing efforts.  Sure they can be reached using TV, radio, print and other forms of traditional media.  But social media must also be considered.

According to a recent poll by parenting website, 63% of online mothers now use social media networks such as Facebook regularly. This is a 462% increase, as just three years ago 11% of online moms were regular users of social media.

Moms “don’t watch TV as much, they are not reading magazines as much but instead they check Facebook, Twitter….where people are really drawn together over parenting issues”, states BabyCenter’s Editor-in-Chief Linda Murray.

Additionally, the survey of 25,000 online moms indicated that now 29% of them read blogs regularly.

These numbers can’t be ignored.  The mothers healthcare marketers want to reach are online and active in social media.  Over 60% penetration is huge in an ever increasingly fragmented marketplace.  Some say social media is no more than a fad.  Even if that proves to be true, the numbers of moms are there now and should be seriously considered in the communication strategies and plans of hospitals and healthcare marketers.

Social media is new.  It’s different. And it has risks involved.  But it can no longer be dismissed without serious consideration.