Studies show, women are the main demographic dentists should target with their marketing. Women chose their own dentist, as well as the dentist who’ll care for their husbands, children, and (in some cases) parents.
The question is, what do women want? Men have been failing to answer this question since time began. However, there are some general topics that appeal to most women. These include:
- Healthy Living
- Family Fun
- Foods & Beverages
- Seasonal Topics
So here are 3 ways you can implement female-targeted marketing:
Direct Mail Idea: To create a direct mail piece that targets women, use photography that includes an attractive woman with her family. Offer a back-to-school checkup special for families who book 2 or more visits before October 31st.
Internet Marketing Idea: Create a blog just for moms to share tips and information for families. You might have sections for restaurant reviews, community events, school information, and healthy living tips. Get your current patients involved, and be sure to invite your family members and office staff to participate. Partner with your local preschool playgroups and schools to advertise the blog. Hold contests and give aways, and invite other local professionals to guest blog.
Internal Marketing Idea: Make sure that you always take care of your current patients! Research shows, dentists spend about $200 on each new patient – so retention is essential to good return on investment. The investment you make on each new patient decreases the longer you retain the patient. And remember, you must keep Mom happy, which means you must keep the kiddos happy. Your office should feature a kid’s area with books and puzzles, a treasure chest with little give aways, and a bulletin board to feature children’s artwork. You can also institute a referral program – instead of giving away discount dentistry, offer a gift certificate for massage, manicure, or dinner out. Moms sincerely appreciate these gifts!