As a woman, a mother, and a CEO, I cannot emphasize enough the importance of effectively marketing your dental services to women. All women. Not just mothers, not just married women, and not just the twenty-something age group. Socially and economically, women are shaking things up in a big way, and you absolutely cannot afford to overlook the implications of these changes. In every city, state, and country, women need your services and will pay dearly for them. Ultimately, the practices who connect with women will be the ones whose marketing strategy encompasses four global shifts affecting female consumers.
Women Work Harder than Ever
Hardly news to my fellow marketing pros at MDPM Consulting, but it seems that some dental practices haven’t gotten the message yet. We see so many practice managers who miss the mark by focusing solely on the income aspect of a growing female workforce. Yes, income plays an important role in a female-focused marketing strategy, but it’s also about the way full-time employment outside of the home affects the working woman’s schedule. When is she more likely to see your social media updates? Probably not at 10am when she’s leading a departmental meeting or brokering deals with clients. No, she’s more likely to check her iPad on her lunch break—if she even gets one—or in the evening when she starts to unwind.
Marriage? Maybe, Maybe Not
In the United States, the average age of a woman at her first marriage is 27 years—the highest it’s been in more than a century. When women choose to delay marriage, they have a greater proportion of their disposable income available to spend as they please. This means more “me” money and the freedom to spend their substantial income on products and services that they might otherwise deem frivolous and unnecessary. Then again, more women than ever are choosing not to get married at all. Even though they don’t feel the need to change themselves for another person, they value the added boost of confidence that comes with a killer smile, and they’re willing to pay for it. Practices that offer cosmetic dentistry will benefit from promotions on in-office teeth whitening, Invisalign, and veneers.
Less Children, More “Stuff”
Crummy economic conditions and unfavorable employment outlook contributed to a lower birthrate in the US, with many expecting the downward trend to continue. The Census Bureau reports that 2013 saw the lowest total rate of population growth since the late 1930s. You might think that the average amount spent per child has decreased accordingly, but you’d be wrong. We’re seeing more only children, coupled with parents’ willingness to spend more on each child. This increase in spending doesn’t just apply to toys and clothing for kids. It also means moms (and dads) will willingly invest more of their money into children’s dentists who offer the latest technology, kid-friendly environments, and pricier options, such as Invisalign.
Market to Women in All Age Groups
The number of women in the over 50 age group will continue to increase over the next decades, and you can’t afford to miss out by targeting the younger demographic. Don’t make the mistake of limiting your marketing campaign to print-only channels. Boomers are increasingly reliant on social media, search engines, and mobile technology to locate, compare, and connect with dental providers. Improved access to technology and a strong interest in personal appearance and physical health make older women a vital market for general and cosmetic dental providers. Instead of promoting age-specific services, such as dentures and dental implant, showcase your full range of cosmetic and preventive options. We work with clients who have had great success marketing teeth whitening, Botox, dermal fillers, and veneers to their mature female patients.