Author Archive for Robin Segbers
Robin Segbers is vice president of Point to Point Healthcare, a marketing strategy firm in Cleveland, OH. She spent 15 years developing successful brand and marketing strategies for a wide range of companies, including J. M. Smucker Company, Sherwin Williams, Goodyear, Pfaltzgraff, and Philips Medical Systems before switching her focus to healthcare 10 years ago. You can follow her on Twitter, where she may or may not write about her three dogs--the most recent one an impulse addition to the family.
Guest Post: Are Men the New Healthcare Decision-Makers?
Believe it or not, marketing to women is a relatively new phenomenon. When industry leaders first recognized women’s purchasing power and influence they wisely invested in product development and marketing efforts to woo this “new” customer.
GM rolled out the Saturn line of cars specifically to attract female buyers. Investment firms such as Charles Schwab and Fidelity created unique financial services products for women. Seemingly overnight a call to arms for marketers everywhere was sounded–engage women or be left out in the cold.
Well, the tide may be turning.
A recent New York Times article reports that over the past 12 months 82% of layoffs have affected men. Combine that with the fact that 58% of college graduates and an even higher percentage of post-graduates are women and you’ve got the makings of a potentially powerful trend.
With more men losing jobs, and more women better prepared for the workforce, couples have to make some big decisions that affect a whole range of issues from work to childcare to family budgeting. [more]
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