Social marketing can enable enterprises to gain social recognition, and enhance customer trust and loyalty, while also improving financial performance and ultimately enhancing competitiveness. In recent years, concerns have become increasingly apparent that same-sex marketing strategies may lead to consumer hypochondria. In modern consumer culture, identity marketing strategies have become a common strategy. Given this, this study aims to identify the actual impact of same-sex marketing strategies on consumer hypochondria.

This study observed and selected 200 consumers with hypochondria from a certain hospital, who were randomly divided into an experimental group of 100 and a control group of 100. There was no significant difference between the two groups of patients obtained. Track and observe the behavior and purchase intention of two groups of consumers during consumption. The patients in the experimental group were accompanied by sales representatives with knowledge of same-sex marketing strategies to explain the connotation of the products during consumption; the control group did not make any changes. The experiment used SPSS24.0 to analyze the data.

Statistical analysis shows that the hypochondriac symptoms of the experimental group patients have significantly reduced, and there is a significant difference in hypochondriac symptoms between the two groups of patients (P<0.05).

Overall, there is a certain correlation between identity marketing methods and consumer hypochondria. Enterprises and marketers should be more cautious in designing and implementing their identity marketing strategies to ensure that they do not cause excessive concern and anxiety among consumers.