Thursday, June 18, 2009

With hundreds of new medicines for women in development at the nation's pharmaceutical companies, Kelley Connors, Health and Wellness Marketing Expert, presented "The New Model of Brand Attachment: How Successful Healthcare Brands Influence Women as Health Decision Makers" to executives at the 2nd Annual iiBIG Pharmaceutical Sales and Marketing Conference in Bethesda, Maryland.

Based on a survey of a dozen consumer brands for women, the innovative marketing model identifies best marketing practices and applies them to medical device and pharmaceutical brands that predominantly affect women such as arthritis, depression, asthma, and reproductive cancers.

In particular, the model highlights the importance of lifestyle management in health and proposes that the 4 C's -- credibility, conversation, charisma and customization – are the key drivers in successful marketing campaigns for women. "Marketers who incorporate aspects of the 4 C's," get results with the X-Factor, or women's speak," says Ms. Connors. "It's beyond a marketing model - it's an approach that speaks to women in a language to which they are attracted and which motivates lifestyle changes," emphasizes Ms. Connors.

According to the Pharmaceutical Research Manufacturer's Association, there are over 700 new medicines in development for conditions that disproportionately affect women. These developments include almost a hundred medicines for diabetes which is now affecting women under 20 years of age.

About Kelley Connors

Kelley Connors is a health and wellness marketing expert and President of KC Healthcare Communications LLC. For media interviews and more information, please contact Kelley Connors at 203-856-3732.