FemXers call the shots for health & wellness purchases. Here’s how to win their attention, trust and loyalty.
When it comes to health & wellness purchases, there’s no question who’s in charge. It’s a cohort we call FemXers (women ages 40-60), and if you’re looking to boost sales and market share, it pays to show them some love. Based on our recent study, this powerful group makes 90% of the buying decisions for herself and her family – that’s everything from supplements and health snacks to caregivers, fitness apps and hearing aids.
Here’s our checklist of considerations when marketing to the women who can make, or break, your health & wellness brand.
Make it simple. Keep it real.
- She holds down a job, runs a household (that includes a partner, kids and aging parents) and she’s ready to spend on products and services like yours
- But she rejects anything that smells like a sales pitch
- Respect her time and intelligence with facts about what makes your brand/product worth her precious time and money
- Give her evidence-based claims from credible sources, such as independent studies or customer stories
- Reward her curiosity with a simple, powerful narrative based on the brand
Live up to her claims
- She distrusts products that don’t deliver the benefits they promise
- She’s loyal to those who meet her expectations the first time
- Ensure that your brand/product does what your marketing says
- Deliver on your promises to meet her needs, make her life better/easier/more fulfilling
- Give her a positive first experience and you’ll earn her loyalty
- Disappoint her, and you’ll lose her share of wallet and her advocacy
Provide value at every turn
- She doesn’t have time to make a bad decision
- Every touchpoint matters to her – from product descriptions to packaging to purchase returns
- Know her lifestyle and help her find you as she goes throughout her day
- Surround her with simple truths about your products/brands
- Maintain a consistent brand look and feel across all channels to remain memorable amidst the clutter
Appeal to her trusted sources
- Discriminating and smart, she gives health & wellness a great deal of consideration
- She looks to friends and online communities to inform or reinforce her decisions
- She also consults health professional before she buys – especially in the areas of nutrition, feminine health and fitness
- Include her trusted sources in your marketing plan for maximum influence
- Add a B2B component to your B2C brand
- Reach her by making alliances with her nutritionist, pharmacist, chiropractor and trainer
Get more scoop on the buying power of FemXers here, along with background on our FemXer survey created in collaboration with Fancy.
Want deeper insights and considerations around your specific product? Get in touch with our chief strategy officer, Marian Temesvary (firstname.lastname@example.org)