Women's Buying Power: From the White House to Your House, Why Women Wield More Influence
By Dr. Connie Mariano, M.D., Author, “The White House Doctor: My Patients Were Presidents, a Memoir,” Chief Clinical Officer & Chair of Medical Advisory Board, EmpowHER
Never underestimate the power of a woman – especially if that woman lives in the White House!
One of the first lessons I learned during my nine years at the White House was this: the most powerful person on the “eighteen acres” of the White House compound is not the President of the United States. The most powerful person is the FIRST LADY of the United States. Her relationship and proximity to her husband allows her to wield incredible influence over her husband’s decisions, especially when it comes to his personal care and welfare.
The power of women is the same in other homes across America. Eighty percent of women say the role of women is changing and 90% of those say it is changing for the better. Women view themselves as the primary decision makers when it comes to key household decisions as well as healthcare and product purchases.
When women find a particular brand they like, they are loyal to it. Women hold the “power of the purse strings” in today’s market. This strength forces marketers to create more opportunities for women to learn about their brands, use multiple forms of media to appeal to women’s buying power, and develop products specific to a women’s needs.
I witness the power of a woman’s decision almost daily in my private practice. From meeting a new couple who are interested in joining my private concierge practice to counseling couples about healthy lifestyle changes, nothing happens unless I’ve engaged and connected with the woman first of all.
As the First Lady of the United States is the most powerful person in the White House, so are the majority of women across America the most powerful persons in their homes as well as in today’s marketplace.
Dr. Mariano began her career as a Naval officer, receiving her board-certification in Internal Medicine and in June 1992, became the first military woman in American History to be appointed White House Physician; later named Director of the White House Medical Unit and chosen by President William Clinton to serve as his personal physician. Dr. Mariano served nine years at the White House where she was physician to three sitting American presidents. Upon completing 24 years of active duty service, Dr. Mariano retired from the Navy in June 2001 with the rank of Rear Admiral — becoming the first Filipino-American in history to achieve the admiral rank.
After leaving the White House, Dr. Mariano became a consultant in the Executive Health program at the Mayo Clinic in Scottsdale, and in November 2005, Dr. Mariano founded the Center for Executive Medicine, a medical concierge practice which provides presidential-quality medical care to CEOs and their families. Additionally, as an expert in presidential health care including the 25th Amendment to the Constitution, Dr. Mariano is a frequent guest speaker on CNN and the media on the topics of care to VIPs, presidential disability, travel medicine, and optimizing the quality of care. She is also the author of the book, “The White House Doctor: My Patients Were Presidents, a Memoir.”
Published: February 2, 2012 By: