Dear Ms. Marketing: Is There Anything I Need to Change About my Material to Make it More Female Friendly?
Dear Ms. Marketing: Is There Anything I Need to Change About my Material to Make it More Female Friendly?
Dear Ms. Marketing: We have had a couple of new female dentist open new practices in our area and I want to do some marketing just to those accounts. Is there anything I need to change about my material to make it more female friendly?
We have talked in the past about the difference between male and female dentist.
The first thing to remember is that the product is still the product whether the customer is male or female.
We know that if you want to truly market to females you need to understand female values. Women place a greater value on relationships, personal contacts and a sense of belonging. Men place greater emphases on the product. They want to know if and how it works. Women are all about pretty. Men are more about the mechanics. Either way it still must fit and function correctly.
For women it is generally not about themselves but about their families. They want a straight forward message, one that isn’t condescending and doesn’t make them feel stupid. Women are the peacemakers and the care givers. They are always looking for something better for their family. Men once again are more about solving your problems.
Men and women are also different when it comes to price. Men will tend to select based upon price, whereas women will choice based on value and ability to provide a better products. Women do not mind talking about money. They have been on a budget or have had to handle money in their home live so they don’t have a problem in business.
They are not necessary looking for a lower price most of the time they want to just know the price straight forward. Men on the other hand will not always ask because they don’t want you to think they can’t afford the product. Men will have someone, usually one of the ladies in the office, call and ask about price.
Woman value relationships, so surveys and questionnaires will work better in a female office. They also like rewards programs. Women want to feel that they belong and just like in real life want a relationship. If you have a female account she will be loyal and if anything goes wrong, she will want to talk about the account and keep the relationship open rather than start a new one.
Women dentist can sometimes be more attention to detail. They may spend more time on color and materials. They know what they want but not always how to get there. Men dentist are more about solving problems and moving on. This is why women sell more cosmetic dentistry than men. If you go to male office with a toothache, he will fix the problem and out the door you go. If you go to a female dentist office with a toothache, she will fix the problem but will ask you if you are happy with your smile if not what can we do. You see the difference, males are problem solvers and female want to talk about the problem and come up with other answers. We have a female dentist in our area that will place a sign in front of her office that says: “Bleaching Sale Today.” Now who can pass up a sale?
In conclusion, women tend to do more research about products. They will find all the up-to-date material and the pros and cons. They want to know what will work best for the patients and still give the care that they have build their practice on. They are the one that will also inform their patients about the product they are receiving.
So go out market to the female dentist put some pretty into your marketing campaign and you are sure to win them over. Chocolate is always a winner.
