Featured in DTC Perspectives - first in a series of published articles on marketing health with women authored by Kelley Connors, MPH

1. Featuring a New Issue-Focused Format
DTC in the Era of
Consumer Choice
October 29 - 30, 2008 • Westminster Hotel, Livingston NJ
This new modular format ensures you receive meaningful
answers to the most pressing questions. Registered
attendees can now pre-submit questions to individual
speakers, who will build responses and analysis directly
into the presentations. Each agenda segment will be
moderated by an industry expert to ensure the real
concerns and barriers are uncovered and resolved. Marketing with Women
AGENDA AT A GLANCE Shifting a Marketing Model Towards Wellness
October 29, 2008 October 30, 2008
Women are transforming today’s marketplace. And with $3 trillion in consumer spending
MODULE 1 MODULE 4
power and a family or business to care for, women represent a key ally and marketing partner –
Consumer Choice Consumer Choice that is if your communications engage and work with women.
and the Changing and By Kelley Connors
Regulatory Environment Brand Engagement
So, who are we, the 21st Century women? And how can you By providing a coaching service that reinforces self-
reach us most effectively, not only about your products, but management and personal responsibility, obstacles to self-
MODULE 2 MODULE 5 our desire for wellness? We’re your sister, daughter, mother or efficacy are identified and talked about openly. Alli’s “Are
Consumer Choice Consumer Choice grandmother. There are millions of today’s women like me out You Ready” question puts control of her life and weight
there, across all cultures and you can reach us by going beyond loss in each woman’s own hands, empowering her with
and the Impact on and traditional loyalty strategies like incentives and coupons. Give accountability. This can be an effective strategy to initiate long
Media Mix New Competitors us a vested interest in seeing your brand thrive in our time- term behavior change, and provided a leadership position from
constrained, multi-dimensional lives; and market with us, not which others to follow and expand upon.
to us, so you can help us shape a more integrated approach to
physical, mental and emotional health… all the while helping Studies show that many women today prefer to make
MODULE 3 MODULE 6 lifestyle changes when there is a “fun” component included.
you go beyond loyalty strategies to brand attachment.
Consumer Choice Consumer Choice Dr. Michelle Segar, a research investigator at the Institute
and the Social and Improving Both The key is the four C’s: Coaching, Conversation, Connection, for Research on Women and Gender at the University
Networking Dilemma Health Outcomes and Charisma. of Michigan and founder of a women’s lifestyle coaching
and the Bottom Line methodology called EssentialSteps, has done extensive research
Coaching: Giving women wellness tools showing that women will sustain health behavior changes if
HALL OF FAME they do so to enhance their life and not simply to lose weight.
Women value a personal and interactive experience that
Modules take place in consecutive order. shows you care about our health and are also interested in Conversations with real women
our wellness or well-being. From a marketing perspective,
Registrants will attend all modules. this is a critical first step in behavior change. From smoking, As real women, we have broadened the definition of health
osteoporosis, high blood pressure and heart disease to obesity and are looking for companies to help us achieve a full life
and weight management, behavior change tools are key to as our life stages change. Since health and wellness searches
improving our health. are the number one reason we go online, you can be a
Register Now Online at:
www.dtcperspectives.com under the Conferences Tab or by calling DTC Perspectives September 2008 x 47
973-377-2106 or use the full brochure at the center of this issue.

2. MARKETING ‘WITH’ WOMEN
How can you help put together a community that supports,
inspires, teaches, challenges, empowers, us with tools for
wellness that take your brand to the next level? If so, you win.
Studies show that many Provide us with the tools and we’ll fuel our own community
if we see a need for one.
women today prefer to make
lifestyle changes when there is Charisma with real women
a “fun” component included.
Charisma is more than a person or a personality. It’s credibility
and conviction wrapped into a compelling brand message.
With courage and authenticity, Sharon Blynn, the founder of
Bald is Beautiful and ovarian cancer survivor, did not follow
valuable part of our communities that are focused on stress a script to share her message on Bristol-Myers Squibb’s
management, weight loss and mindfulness, including yoga and “Together We Can Prevail” television spot – this came from
meditation. For marketers with a cardiovascular therapeutic, her own diary that she lived with day in and day out of
this may mean incorporating a stress management component treatment sessions with healthcare professionals. It’s a great
to a heart disease awareness campaign for working women. example of how we as women can bring a component of our
Knowing that women, even younger women, can reduce own journey to the brands and conveys a spirit of wellness
their risk of heart disease with stress management is a valuable and mindfulness, just the same.
service within a brand marketing model. This also broadens
advocacy and media partnership opportunities beyond health What’s more, Blynn’s conviction, in an understated way, adds
to include lifestyle, sports, stress and adventure. credibility in an age when we as women have learned to be
skeptical of the traditional disease awareness campaign.
If you want to serve us, you’ll need to become a facilitator
of these more holistic conversations that are highly relevant
to our desire to live a full life, no matter what condition we
are coping with. However, instead of sending out one-way
messages, you need to facilitate the conversation, in a way that
is transparent, authentic and helpful and allows you to learn
more about what wellness really means and how it will impact
our lives in a tangible way.
We know where your competitors
Connect: emotional benefits of wellness
While starting a two-way dialogue is the first step in reaching
are advertising—Do you?
us with a more integrated approach to health, the next is
connecting with us by meeting a real need. To succeed at this,
all you need to do is ask us about our diverse interests and Nielsen Monitor-Plus™, a service of The Nielsen Company, tracks your advertising and
know what our cultural, spiritual and psychological barriers
to action might be. We love to talk and assuming you engage the competition to give you the most complete picture of your media effectiveness.
with us authentically and include our friends, we’ll tell you Women as brand advocates
more than you’d ever need to know to market your brands. Monitor-Plus tracks 18 different media to give you:
While medical research advances and new findings from the
In the product field, Boniva connects by meeting a real need: Society for Women’s Health Research identify sex-based • Ad spending, occurrences and audience data, by company,
once-a-month dosing. By not having to dose every day, we are biological differences between men and women, we know that brand and product category
not constantly confronted with evidence of physical decline researchers and marketers will help add years to our lives.
or advancing age. And, there are definite emotional benefits
• Easy access to television, magazine and newspaper creatives
By marketing new therapies with us, instead of to us, we
to each and every daughter who has enjoyed growing up
believe we can keep your product in the periphery of our
• Analyses that pinpoint your brand’s media performance
with an active, healthy and adventurous mother. We all want
more quality time together to enhance our most important lives, and therefore, add life to our years. ■ Keep your ad campaigns ahead of the competition with Monitor-Plus.
relationships and improve our lives.
Add the punch of endorsement from a real baby boomer in Kelley Connors is president of KC Healthcare Communications LLC Learn more: www.nielsen.com
Sally Field who projects the image of young after 50. We all and founder of WomensWELLth, a health and wellness marketing
saw her as a growing, changing actress and she has gotten and PR studio focused on women. The studio embraces a variety of
older and better. Maybe we can get older and better, too, as proprietary methodologies to connect women with brands. One of the
you connect us to avenues of wellness that will help build firm’s signature tools, called Real Women on Health!, gives healthcare
your brand. and wellness companies access to women’s views and voices on health
issues of concern today. The company’s web site can be found at www.
womenswellth.com and the phone number is (203) 855-0477.
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