Hitting The Right Nerve

About the Book

Create Smarter Marketing To Women

Sharpen your marketing skills to reach your most influential healthcare buyer. Increase your effectiveness and your understanding of the complex women's market:

• Learn what motivates women today
• Segment key buying sectors
• Understand the effects of managed care and the Internet on women
• Develop a solid rationale for branding and marketing consistently

"No one knows more about marketing health care to women than Barbara Lehman. In Hitting the Right Nerve, you get the best of what she has to offer: her unique perspective from working in the industry; her one-of-a-kind savvy about women and their needs, wants and desires; her razor-sharp mind that always comes up with wonderful, new ideas and solutions; and her unusual creativity which is always 24/7 on-call, What more could one ask for?" -Marjorie Shaevitz, author of The Superwoman Syndrome, and The Confident Woman.

Drawing from a successful career in health and medical advertising, Barbara Alpern Lehman delivers candid, insightful penetrating perspectives on how healthcare marketers can develop a productive relationship with them.

Hitting the Right Nerve helps you learn from proven strategies to give you the competitive advantage you need to market to women today.

About the Author

Barbara Lehman is a seasoned marketing communicator, with special emphasis on brand strategy, positioning, and marketing to women. She is president of Alpern Lehman, a leading Arizona healthcare communications firm headquartered in Scottsdale, Arizona. In 1987 she authored Reaching Women: The Way To Go In Marketing Health Care Services. In addition to her books and articles, Ms. Lehman is a frequent guest lecturer on the business of health care marketing, with a special emphasis on the dynamic and lucrative women?s market.