Picture of an American Mom: Chief Family Health Officer

By Kathy Roy Gaughran
Senior Marketing Strategist

picture American momHospital and medical marketing professionals have long respected women—especially the American Mom— as the chief family health care decision-maker. Perhaps you recognize these numbers:

  • Women make approximately 80 percent of the healthcare choices in the family
  • 85 percent: choose their children’s doctors
  • 84 percent: take the kids to appointments
  • 79 percent: ensure family members get recommended care
  • 12 percent: are caregivers
  • Women purchase 93 percent of OTC pharmaceuticals
  • Women play an increasingly stronger role in the selection of healthcare insurance
  • Women use healthcare services more than men

But with the advent of the Internet and social media, this picture is now leveraging the influence and impact of female decision-makers. Contemporary number-crunching surveys point to the fact that 70 percent of women use social sites, and along with web research, women are a significant influence factor through online communities, discussion groups, rating sites and the like.

Research reports, such as Meredith Research and HeardItFromMom.com, say that the majority of women (75 to 84 percent) share, forward, Facebook or email health-related articles and information.

Is your picture of American moms up to date?

The demographic picture of today’s American moms is changing. Here’s some help in keeping the picture up to date. In a recent perspective by Pew Research Center reports there are about 85 million mothers in American. In a comparison study, Pew observes “the share of mothers with kids younger than 18 at home has declined, and that the average of a first-time mother is older” (from 21.4 in 1970 to 25.8 years in 2012.)

For a more complete picture of this important marketing demographic group, read Pew Research’s 5 questions (and answers) about American moms today. And for the longer view, consult the Women’s Health page at the Centers for Disease Control and Prevention FastStats.

For more insight on this topic, see our previous articles, including:

Kathy Gaughran

Kathy Roy Gaughran
Senior Marketing Strategist at Healthcare Success
In her career, Kathy has helped over 4,000 clients all over North America achieve their growth goals. As an award-winning strategic marketing planner, Kathy has been involved in both the high-level strategies required for long-term sustainability, plus the tactical execution used to accomplish the day-to-day successes. Kathy’s clients include practices with annual revenues well over $10 million and with annual marketing budgets up to $900,000. In addition, Kathy is an accomplished speaker, appearing at countless national, local and state healthcare associations. Kathy is a member of the American Marketing Association and The Direct Marketing Association.



Your proposal will include:

Competitor Intel Icon
Competitor Intel
Recommendations Icon
Our Pricing Icon
Our Pricing

...and much more!

“Despite practicing in a hyper-competitive market, our new-patient counts are double what they were for the same time period last year. Hiring Healthcare Success was one of the best business decisions I have ever made.”

Headshot of Jonathan Calure
– Jonathan Calure, MD

List of recent conversions