You may have seen our previous blog on taboo topics for women. Well, guys, you’re not getting off that easy. There are a slew of topics we know you’d rather sweep under the rug (and often do). These brands are winning over men by not being afraid of being provocative. 1. Viagra could have gone the way of punchlines. Instead, the brand’s newest campaign taps deeply into an audience of Boomer men who don’t run from adversity. Read more »

We're officially more than half-way through 2012. It's a good time to pause and look at what we've experienced in healthcare marketing in the first half of the year and what we may expect as we round the bases to December.WHAT WE EXPERIENCED THIS YEAR (SO FAR)Now that the Supreme Court has upheld the most controversial elements of the law, systems are continuing their sprint to develop wellness-based models of healthcare delivery. On tap Read more »

We are  fascinated by the shift from traditional parenting roles to the modern-day norm. CNN Money reported that in 2010, 20% of married fathers with children younger than five years old were the primary caregiver in their household. Cory Byrom fits this description and he offers a hilarious glimpse into his life.All this boils down to one simple truth: the role of guys and brands is changing – including healthcare. Now is a great time to connect Read more »

In earlier posts, we identified 3 easy ways to segment male healthcare audiences, great examples of non-healthcare brands getting marketing to men right, and 4 key trends that indicate why marketing to men is the right thing to do for your healthcare brand.Just as men and women are different, so is the style and delivery of how to calibrate messages that respond best to men. Here are 5 best practices to grow male engagement with your healthcare brand:Offer Read more »

We all know women tend to be the primary healthcare decision-makers in the home, yet recent trends indicate men are becoming more knowledgeable and engaged with healthcare decision-making.When we develop branding and service line marketing campaigns for our clients, we use primary research to get insights into the hearts and minds of our audiences, segmenting by geographic area, income levels, co-morbitity factors and psychographic qualities. Read more »

In an earlier post, we showed you 3 ads that we think are spot-on when it comes to marketing to guys. Thinking about making dads the butt of your joke? Think again. Stay-at-home dads are increasingly more responsible for the products and services their household buys (including healthcare). We need to show our "dad moms" respect. Here are a few brands we think got it wrong.1.Ragu’s “Mom’s the Word on Dinner” campaign was a definite flop. Read more »

Recently, there's been an increase of ads targeted towards stay-at-home dads... and for good reason. Gender roles are shifting and Michael Keaton isn't the Mr. Mom anymore. Several brands aiming to win dad over have been spot-on. We find this advertising smart, humorous, and doesn't follow the stereotypical "dumb guy" routine. We also find that winning over dad isn't enough – it's important to win mom, too. These ads get it right.1.Google's Read more »

This spring, members of our Franklin Street team will be presenting a discussion on marketing healthcare to men at the Virginia and the New England healthcare marketing conferences.It's a fun presentation with lots of examples of great healthcare and non-healthcare marketing to men.httpv://www.youtube.com/watch?v=z1qW7Po-1KIBut it does beg the question: why would you want to market healthcare to guys?After all, women make most of the Read more »