For the past six months I have had the opportunity to work with Reply Ob/Gyn & Fertility. Reply works with women to understand and optimize their health in a way that respects their natural cycles, and treats reproductive issues without the use of drugs, devices or procedures that suppress a woman’s cycle. They also work with women and couples who are struggling with subfertility and infertility.
When we were discussing social media options for Reply, we knew that whatever we chose needed to become a resource for not only their patients, but women everywhere who may be struggling with infertility. Many women struggling to conceive turn to social media for information and support. We knew it was important to develop a strong presence on Pinterest.
Unlike Facebook and Twitter, Pinterest relies solely on visual images. What made Pinterest such a desirable social media platform for Reply was the fact the majority of this site’s users are female. Reply is marketing itself to be the ob/gyn and fertility clinic for all women of reproductive age. Business Insider estimates that approximately 81 percent of Pinterest users are female. Furthermore, the median age of the average Pinterest user is 40 years old, while the majority of daily active pinners are under the age of 40. While half of the Pinterest audience may be over 40, the most active users are decidedly younger. Ahalogy calls the most active segment “Millennial Moms,” and points out that they are a very desirable demographic for many businesses, especially ones like Reply.
For those who are unfamiliar with the platform, Pinterest is made up of “Pins,” which are images that could link back to any page on the web, like a product or an article. These pins are organized into themed “Boards.” For example, the most popular Pinterest boards for women are: food & drink, DIY & crafts, home décor, and holidays & events. That means marketers can connect with their target audiences by creating boards that cater to their interests and needs. Marketers can provide a platform where individuals can interact with other users based on common interests, shared goals, and life experiences.
For women experiencing infertility, which is one of Reply’s main audiences, this means boards dedicated to:
- Infertility research
- Videos that feature Reply physicians who specialize in treating infertility
- Books dedicated to infertility
- Fertility friendly recipes
- Encouraging quotes, just to name a few.
For Reply, Pinterest presents the perfect platform to share their information and act as a resource not just for their patients, but also for any women who may be experiencing fertility issues.