Women's health: marketing challenges for the 21st century. The future of women's health care reflects demographic, social, and economic trends. MHS staff.

The notion of a separate "women's health" component within the U.S. health care system emerged in the 1980s as many health care organizations recognized the opportunities offered by this market. While originally addressed traditional women's needs such as OB services, the 1990s witnessed as expansion of the scope of women's services as baby-boom women became a driving force for consumerism. For health care marketers, the female market is in many THE market for health care for the future and health care organizations have responded to this opportunity in a variety of ways. Demographic, social, and economic trends will only serve to increase the importance of women as health care consumers. For both providers of care and marketers, the women's market is clearly a force to be reckoned with as health care enters the 21st century.