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by OppGen

Hormone replacement therapy (HRT) may sound like an all-encompassing treatment with one audience, but it’s a surprisingly diverse segment.

Every woman will experience peri- and post-menopause symptoms at some point in her life. HRT and bioidentical hormone replacement therapy (BHRT) are two treatment options that can ease some of those symptoms.

On the flip side, not all men struggle with low testosterone, but those who do may have an option to treat it with testosterone replacement therapy (TRT).

Given the diversity of this segment, you can’t go with a one-size-fits-all approach to marketing HRT. You’ll want to take a few things into consideration depending on your target audience.


HRT marketing for women

According to the U.S. Department of Labor, 80% of women make their family’s healthcare decisions. This means they’re more likely to be the ones researching available healthcare and medical options for themselves and their families. Studies have shown that women are also much more likely to get medical care than men. So, what does this mean in terms of marketing BHRT to women?


Show what you know

Just because women are more likely to see a doctor than men does not mean that they’re automatically going to hand over their contact information to any clinic. They may be even more discerning than their male counterparts when it comes to finding the best option.

Your landing page’s content should provide useful information that explains what BHRT is and what it does, as well as any side effects, benefits, and the FDA’s stance on BHRT. If you know where or what your bioidentical estrogen is sourced from, share that. Consider including a brief FAQ section.


Keep it appropriate and targeted

If you found a hospital’s website plastered in pink with a touch of floral prints, would you go to that hospital? Probably not. Take a moment to reflect on why you wouldn’t go there. The website’s colors and design don’t look professional or clean — two things that most reasonable people (men and women alike) would expect at a hospital. Your website represents your clinic, and if there’s a disconnect between your clinic and website, prospects won’t convert.

There are better ways to market your clinic to women without using a “girly” landing page or website. Remember you’re marketing BHRT to women in their 40s and 50s. Include high-quality stock photos of women who are either near or within that age range. If possible, ask a client to share her experience with HRT for a video.

Consider what message your landing page and/or website is giving prospects. If you’re a man running a clinic, show your wife or a female relative or friend the landing page and information and ask for their honest opinion. You might learn a thing or two that may even help your patients in the long run by listening to their feedback.


Emphasize natural treatments

To most prospects, BHRT and HRT look like alphabet soup. Unfortunately, the full names don’t really explain what they are or the differences between treatment options, either.

It’s important to focus on the word natural when marketing BHRT. BHRT is commonly advertised as natural because bioidentical hormones are derived from plant estrogen (as opposed to estrogen extracted from a pregnant mare’s urine, as is often the case with HRT).

You may believe “natural” is an overhyped, meaningless buzzword, but it’s still a word that holds value to women seeking treatment for menopause.


HRT marketing for men

A Cleveland Clinic survey found that 72% of men would rather do chores than see their doctor, and 77% of men in relationships would prefer to go shopping with their significant other than go into the doctor’s office. The same survey also found that one-fifth of men withheld information from their doctors and 46% of men aren’t comfortable talking to their doctor about sex-related concerns.

It’s imperative that if your clinic offers testosterone replacement therapy (TRT) for men that you have a strong marketing campaign.


Earn their trust

If you get a lead for your TRT, call the lead immediately. But don’t expect them to schedule an appointment right away.

Accept that it will take some time to earn a lead’s trust in this particular segment and there are a few ways to do that. Combine a regular content schedule. Collect positive reviews from patients. Track and remarket prospects who have visited the site more than once.

Low testosterone and the side effects that come with it are ones that men often find shameful. They may feel isolated and alone. In your messaging, it’s important that you remind prospects that low T is not their fault. Share statistics on the commonality of it to remind them that they are not the only one who’s struggling with it. Tell them that having low testosterone, a medical condition, does not make them any less manly than anyone else.

These messages are ones that will get through to prospects, slowly but surely.


Share stories

Help prospects feel less alone by sharing success stories on your landing page, website, or social media accounts. Get a quote from patients about their experience. Some may not want to share their name or other identifying information, so ask if it’s OK if you include initials or a first name followed by the last initial. Use high-quality stock photos if needed.

Getting guys to open up about their experience can help pave the way for others to take the first step into your office.


Segment your audiences

Remember that men and women play more roles than just men and women. People can be spouses, single, divorced, parents, grandparents, coworkers, friends, family, and so on. It’s worth segmenting your audience even further than just by male or female. Take the time to do in-depth research about your audiences. After all, it’s better to know than to assume.

If you need some more advice or help for improving your HRT marketing campaign, contact us today.

OppGen Team
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How to Do HRT Marketing for Men vs. Women