NEW YORK, March 22 Fenton, the nation's leading public interest communications firm, has released a new guide for health leaders and communicators to help to identify and reach arguably their most important target audience: women.
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"She Decides: How to Reach the Most Important Audience for Your Health Campaign" shares real-life lessons and practical advice for reaching women, who market research has shown make more than 80 percent of all health-related decisions for their families, from choosing a brand of children's cold medicine to choosing a health insurance plan. Women are also extremely influential when it comes to encouraging healthy behaviors.
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"For nonprofits and companies working in health, there is a huge opportunity and imperative to tap into women's aspiration for healthier lives, both for themselves and their loved ones," said Lisa Witter, Fenton's chief strategy officer and co-author of The She Spot: Why Women are the Market for Changing the World and How to Reach Them. "If you aren't reaching this core demographic to unleash their power for change, you should be."
The guide explores four tried-and-true marketing principles that effectively target women, the Four C's. The principles -- Care, Connect, Cultivate and Control -- are drawn from Fenton's analysis of market research, successful campaigns from both the corporate and nonprofits sectors, as well as the latest in brain science.
"Despite women's fiscal and political clout, many organizations miss the mark when it comes to effectively communicating with them," said Lisa Chen, Fenton senior vice president and co-author of The She Spot.
She Decides is available for download at: http://bit.ly/shedecides.
Fenton is the leading advocacy public relations firm in the U.S., with more than 25 years of experience helping organizations accelerate progress. Using a full range of multimedia services--from strategic planning and media relations to advertising and online marketing and social media--Fenton helps clients protect the environment, improve public health and advance human rights. For more information, visit www.fenton.com.
SOURCE Fenton
