May 19, 2020

Master Your Marketing Message

Health Insurance
Adam Groff
3 min
Master Your Marketing Message

Health insurance companies are taking a new approach when it comes to marketing their services to women in 2014. The healthcare landscape is changing rapidly and marketers know that the health concerns and needs of women are changing too. When it comes to reaching the right crowd, here are just a few tips your insurance company should follow when marketing to female audiences:

A Large Majority of Women Research Their Healthcare Needs Online

If marketing departments want to reach the largest possible female audience, then they need to set their sights online. More and more women are researching their healthcare needs and concerns online, which gives marketers a unique opportunity to reach a growing female audience. When it comes to successful online marketing, it's important to concentrate on how your insurance company's message reaches its audience. Generic advertisements on random websites won't always work with women. However, targeted and descriptive marketing messages delivered via popular women's blogs and other social sites have a better chance of reaching the intended audience.

Women Are the Healthcare Decision Makers

Marketing is all about sending your message to the right audience. With that said, it's important for your insurance company's marketing department to keep in mind that women are more likely to make the healthcare decisions in the household. From wives and mothers to single women and every classification in between, women are the ones with healthcare on their minds. As such, your marketing department should speak to a female audience when it comes to promoting its family and personal health services.

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Honest Advertising Goes a Long Way

Above all else, women appreciate advertising that's honest and straightforward, especially when it comes to healthcare marketing. As the following article shows, instead of listing the benefits and great rates your insurance company provides, think about creating a helpful “Health insurance guide for women” through your campaigning. This guide can include information on where women can find healthcare providers your insurance company covers. In addition, instead of glossing over coverage plans, you can focus your marketing campaigns on women's healthcare options and the costs involved. Honest and upfront healthcare facts will win your audience over.

Avoid Stereotyping

As mentioned before, women are the healthcare breadwinners in many households, so treat them as such. Placing women in a box isn't smart marketing. However, if your marketing speaks to its female audience as the multi-dimensional consumers they are, you'll avoid stereotyping and increase you consumer base.

Preventative Services and Checkups Are Top Priority for Women

There are a number of hot topics in women's health and preventative care is one of them. By focusing your marketing efforts on preventative care, you'll not only speak directly to the healthcare concerns of women, your informed marketing will also attract a wider audience. Health needs and concerns such as well-woman visits, contraceptive methods, gynecological care, family planning, and prenatal care all fall under the preventative care umbrella. When showing interest in these areas, women will show interest in your health insurance company.

Keep the above pointers in mind and your insurance company's message to women will be spot on.

About the Author: Adam Groff is a freelance writer and creator of content. He writes on a variety of topics including personal health and online marketing.

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Jun 21, 2021

How AWS helps NASCAR delight its fans

3 min
Customer obsession and working backwards from the customer is a mantra of Amazon Web Services (AWS), epitomizing its partnership with NASCAR

AWS needs no introduction to readers of Technology Magazine but we rarely get an opportunity to look closely at how it serves the sports sector. All major sports draw in a huge supporter base that they want to nurture and support. Technology is the key to every major sports organization and enabling this is the driving force for AWS, says Matt Hurst, Head of Global Sports Marketing and Communications for AWS. “In sports, as in every industry, machine learning and artificial intelligence and high performance computing are helping to usher in the next wave of technical sports innovation.”

AWS approaches sports in three principal areas. “The first is unlocking data’s potential: leagues and teams hold vast amounts of data and AWS is enabling them to analyze that data at scale and make better, more informed decisions. The second is engaging and delighting fans: with AWS fans are getting deeper insights through visually compelling on-screen graphics and interactive Second Screen experiences. And the third is rapidly improving sports performance: leagues and teams are using AWS to innovate like never before.”

Among the many global brands that partner with AWS are Germany's Bundesliga, the NFL, F1, the NHL, the PGA Tour and of course NASCAR. NASCAR has worked with AWS on its digital transformation (migrating it's 18 petabyte video archive containing 70 years of historical footage to AWS), to optimize its cloud data center operations and to enable its global brand expansion. AWS Media Services powers the NASCAR Drive mobile app, delivering broadcast-quality content for more than 80 million fans worldwide. The platform, including AWS Elemental MediaLive and AWS Elemental MediaStore, helps NASCAR provide fans instant access to the driver’s view of the race track during races, augmented by audio and a continually updated leaderboard. “And NASCAR will use our flagship machine learning service Amazon SageMaker to train deep learning models to enhance metadata and video analytics.”

Using AWS artificial intelligence and machine learning, NASCAR aims to deliver even more fan experiences that they'd never have anticipated. “Just imagine a race between Dale Earnhardt Sr and Dale Jr at Talladega! There's a bright future, and we're looking forward to working with NASCAR, helping them tap into AWS technology to continue to digitally transform, innovate and create even more fan experiences.”

Just as AWS is helping NASCAR bridge that historical gap between the legacy architecture and new technology, more customers are using AWS for machine learning than any other provider. As an example, who would have thought five years ago that NFL would be using  ML to predict and prevent injury to its players? Since 2017, the league has utilized AWS as its official cloud and ML provider for the NFL Next Gen Stats (NGS) platform, which provides real-time location data, speed, and acceleration for every player during every play on every inch of the field. “One of the most potentially revolutionary components of the NFL-AWS partnership,” says Matt Hurst, “is the development of the 'Digital Athlete,' a computer simulation model that can be used to replicate infinite scenarios within the game environment—including variations by position and environmental factors, emphasizing the league's commitment to player safety.”

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