• Why has the health care industry turned so much marketing attention to women?
• First, women seek out medical care for themselves more often than men. Some would suggest this is due to the role women play in having babies and

the medical relationships that are established to do that wonderful reproductive role. Therefore it is no surprise her medical connections with a health care provider continue through her lifetime.
• And there are more reasons than having babies, which draw middle aged women to the doctor or other health care provider. In 2004 the Kaiser Women's Health Survey interviewed 2,800 women and found that while one in 10 women of reproductive age (18 to 44) say they have arthritis, hypertension, asthma, or another medical condition, three in 10 have similar problems after reaching their middle years (45-64,) and six in 10 after reaching 65. The US Department of Labor states that women utilize more health care than men, accounting for 60% of all expenses incurred at doctors' offices.
• However it's not just her own health problems that impact her life. We also know

that, about 80% of the time, women are the family health care decision-makers and are more likely to be the care givers when a family member falls ill. Not always, but more often the mother chooses the child's doctor or provider, makes the appointment, brings the child to the clinic or hospital, and then makes sure follow-up care happens.
• And very often she

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