Is There a Difference Between Marketing to Male and Female Dentists?
Is There a Difference Between Marketing to Male and Female Dentists?
Last month, we discussed ways to strengthen relationships with your clients. Now, we will take these relationships to the next level by identifying some basic differences between men and women and customizing our marketing strategies accordingly. When we talk about differences, always remember: The product is the same and your customer is still a dentist. However, it's not always about the product.
Did you know that female dentists sell more cosmetic dentistry than their male counterparts? Female patients are much more likely than men to select esthetic procedures, regardless of pricing. Women like pretty!
Men are problem solvers. If you go to a male dentist with a toothache, he will fix your tooth and get you out the door. The female dentist will fix the current problem and then ask about tooth whitening or improving your smile.
When shopping, men tend to buy almost the first product they see while women generally comparison shop. How a product washes and wears will determine whether women will buy it. Only when two items are equal does price matter.
Women tend to multitask, so they need a straightforward message, one that doesn't underestimate their sophistication and isn't condescending. They are willing to talk price to make better-informed health care choices.
Men make decisions differently then women. They process information selectively and usually base decisions on logical, linear thinking. They want facts and nothing but facts. Men tend to view going to the dentist as a series of one-time events. Women tend to process information comprehensively, placing emphasis on relationships, personal contacts and a sense of belonging. They view dental commitments as an ongoing relationship.
If a male account leaves your laboratory, leave him alone and let him come back on his own. You may want to send a letter or card to the office letting him know you are still available, if he needs you. If a female account leaves you, she wants to be courted. Send flowers, chocolate or maybe some movie passes. She wants to hold onto the relationship she has built but needs to know she is respected and her business is appreciated.
According to the Society for Women's Health Research, women make 75 percent of all health care decisions in American families and are considered the healthcare "keepers."
* In 2007, 51 percent of all dental school graduates will be female.
* In 55 percent of U.S. households, women bring in half or more of the income.
* Women control more than 80 percent of all consumer purchases and represent more than half of corporate buyers. They are the CPOs (Chief Purchasing Officers) at home and in the workplace.
* Women business owners place a greater importance on the values and reputation of their service providers and are more influenced by the product quality than the price.
Is there a difference? Yes, and you should find a way to effectively address those differences in your marketing strategy.
Tune in next month as we address a question submitted by Brian Tomaine with Preci-Dent Dental Laboratory in New York. "As a new laboratory owner, how do I get clients? It seems that a multi-faced approach would be best but I donÃt know where to begin - or end!"
