Who wears the pants in the family?
When it comes to health care decisions, women do.
According to the Society for Women’s Health Research, a nonprofit foundation based in Washington, D.C., women make seventy-five percent of all the health care provider decisions in American families. Which means that if you’re marketing your dental practice primarily to males, you may be missing three-fourths of your audience.
To make sure you don’t overlook critical gender differences when designing your Web site or other marketing materials, keep these points in mind:
Research also shows that women tend to refer more people by word of mouth. If they feel like a part of your dental practice community, they will be more likely to recommend you when friends are looking for a dentist. If nothing else, do not overlook the critical aspect of community when building your Web site.
A good way to learn more about these kinds of issues is by visiting successful Web sites that market specifically to women. You can learn a lot about key design and content elements from sites like Oprah.com, momsonline.com, chickclick.com and kiracom.com. You can also pick up plenty of good ideas for how to interact with women on your site to create a sense of community.
If you’re a male dentist and your Web site makes perfect sense to you, have a female friend, family member or business associate check it out to make sure you’re speaking their language. After all, it would be a shame to lose potential clients simply because they’re from Venus and you’re from Mars.
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