Marketing to women
case study
- Anti-aging medical practice
Health, fitness, and more: baby boomers discover how to medically live life better
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The launch of FitMed Partners, an anti-aging medical practice
Bright McConnell, III, MD is a respected board certified orthopedic surgeon with expertise in sports medicine and human performance, but for baby boomers and their families, his training and certification in age management medicine is of the greatest interest.
Based in the coastal community of Daniel Island in the Charleston, SC area, Dr. McConnell and his team operate both a thriving medical practice in sports medicine and FitMed Partners, an innovative new practice in age management, popularly known as anti-aging. FitMed Partners serves not only athletes but business owners, executives, and others above the age of 40 who will benefit from the latest medical research in age management.
FitMed's objective is to help their clients live better... longer.
Our objective in designing the FitMed brand and website, meanwhile, was to put our specialties in the mass affluent market, women, and baby boomers to excellent use:
From our affluent web design page, you already know that the affluent often have higher expectations of websites than others and that affluent women consumers don't have the time or desire to try to decipher mysterious website navigation. (The mass affluent market comes into play because at this stage, health insurance typically does not pay for preventative age management care; in those cases, clients pay out of pocket for FitMed's services, but the prices are well within reach of the mass affluent market. Again, we define the mass affluent to include those with an annual household income of $50,000 to $200,000. FitMed serves this market in addition to the truly affluent.)
From our marketing to women page, you know that once a woman is interested in a product or service, she likes to be able to easily find more information—with much more detail than the typical male seeks. (Women are responsible for 80% of healthcare decisions, so this gender plays a significant role in FitMed's marketing and operations.)
From our marketing to women baby boomers page, you know that women baby boomers in particular value authenticity... and they increasingly see age 50 as a positive turning point: a life shift into a period with more time to pursue passions, spend time with friends, start new businesses, or even go back to college.
FitMed's website addresses each of these factors:
First, the website is visually simple and serene despite the volume of information available on a variety of topics; a single medium-sized photograph on each page serves as a focal point while displaying the benefits of FitMed's services; each one shows people in FitMed's target market enjoying life regardless of their chronologiical age.
Second, all navigation is simply named (links are titled "success stories", "frequently asked questions", "hormone therapy", and the like) and appears in various places throughout the site so that a needed link is never more than a quick dash of the mouse away. For instance, most links appear at the top of the page, at the bottom, and in a sidebar on the left side of the page, with the most pertinent links also appearing throughout the content of each page.
Third, the website is chock-full of helpful information not only about the services and qualifications FitMed offers, but the latest medical findings relating to age management, natural hormone therapy, and weight loss... particularly on the weight loss, women's health, men's health, and FAQs pages. For women and others who want more information before arranging a consultation, this website is rich with helpful, timely detail.
Fourth, rather than choosing photos of picture-perfect models with brilliant white smiles and finely honed physiques, we selected photographs of authentic people—attractive but very real men and women to whom women baby boomers and othes can relate.
Last but not least, FitMed Partners was founded on the premise that contrary to many American stereotypes, aging can be a very positive thing. It is precisely for those who want to use the benefits of experience to pursue their passions, spend more time with family and friends, start new businesses, and take life by the horns that FitMed opened its doors. Miserable or helpless elderly people do not appear on the site; vibrant and healthy men and women do... and the content supports this message.
The branding, meanwhile, supports the positive message of the website: in the logo, an air of inspiration dominates as an abstract human figure in vibrant orange strikes an excited and triumphant pose.
