Primary ObjectiveUnderstanding the impact women can have on your practice.

1. The Importance of Women as a consumer

Five Key Topics:

2. What Women Want in Dental Care

4. Online Marketing to Women

5. Online Review Websites

3. How to Market to Women

The Importance of Women as a Consumer

Women account for 85% of all consumer purchases

91% of New Homes

92% Vacations

93% Food

90% Healthcare

The Importance of Women as a Consumer

• Marketing to women will generate more profit than putting the same budget against an all-male target.

• Female Clients are More Loyal

• Women Refer More than Men do

• Women Spend $4 trillion Annually

What Do Women Want in Dental Care

• 90% influenced by short/or no wait time

• Source – 80% personal recommendation, 17% online, 2% yellowpages, 1% billboards

• 92% - friendly staff & Doctor

• 98% - has referred at least 1 or more friend

• 96% - visits once every six months

According to the American Academy of Family Physicians (AAFP), 90% of U.S. adult women are responsible for health care decisions for themselves and/or members of their family.

• 75% - influence of office atmosphere

* Survey conducted by Moxzee

What DON’T Women Like in Dental Care

• Unfriendly Staff & Doctor

• Dentist that don’t explain procedures

• Dirty or Cluttered office building

• Long waiting time

• Hidden fees

• Hard to contact

• Not up-to-date with latest technology

• Poor Service

Marketing to Women

Start With Your Office Building• Look around to see if there’s anything that needs to

be fixed.

• Fresh Coat of Paint – colors: warm colors, rich colors, and soft colors.

• Updated Magazines

• Fresh flowers

• Clean Bathrooms

• Play area for kids

• Make sure Office smells good

• It’s the little things they remember

Advertisement

• Always include a photo• Create a story• Use women and children• Stability, Loyalty, Confidence

• Typography

• Use power words to sell – Free, You, Results, Guarantee, Improve• Don’t get to descriptive – keep it simple• Focus on the women – “you” not “I” or “We”

Advertisement

• Always include a call-to-action

• White space is your friend

• Create a great headline

• Include contact information

Marketing Online to women

How Often Do Women Use the

Internet

The most important needs for women revolve around personal growth, as well as their interdependencies on others in their social circle.

• Women purchase more things on the internet than men do• 76% spend time on social media websites.• On average women spend 5.5 hours a month on social

media websites.

What Do Women Use Social Media For?Women use social networking tools to make connections, while men use them to raise their status.

Top five ways women use social media:

• News/Politics

• Technology/Gadgets

• Cars

• Careers/Business/Personal Finance

• Health/Wellness – Doctors, Dentists, Beauty

What type of information is being shared?

• Tips & Advice

• Photos & News

• Deals & Savings

• Personal Recommendations

Coupon Websites

Top 5 Most Used Coupon Sites: (SmartMoney)

In 2010, 367 billion printable coupons where distributed. That’s a 237% increase from the year before. One third of all coupons redeemed were for non food items. Coupon sites target local consumers.

• Coupons.com

• CouponCabin.com

• CouponMom.com

• RetailMeNot.com

• Groupon.com

Online Review WebsitesYelp! & Angie’s List

• As of November 2010, more than 39 million people per month visits Yelp.

• Yelpers have written over 17 million local reviews, 83% of them rate a business 3 stars or higher

• In addition to reviews, you can use Yelp to find events, special offers, lists and to talk with other Yelpers

• Every practice can setup a free account to post offers, photos, messages, and respond to there customers

• Yelp was founded in 2004 to help people find great local businesses

• List of consumers pay for a subscription to hire companies and write reviews about them

• More than 1.5 million consumers nationwide use Angie's List to find reliable professionals in their area

• You can list your practice for free – Free Account

• Reviews are based on an A-F rating – which determine your placement on the list

• You have the ability to respond to reviews

• Each report submitted is reviewed by staff members for fraudulent or malicious reviews.

Using Good Reviews to Help your Practice

• Actively keep a collection of your reviews

• Include reviews on marketing materials

• Post reviews online – Facebook, Twitter, etc.

• Encourage clients to go online to write reviews

• Good reviews builds brand loyalty

How to Handle Bad Reviews

• Be Nice – Don’t take it personal

• Research before you respond – Find out whether or not its true.

• Address the issue positively – Assure your reviewer you plan on fixing the problem.

• Keep it short – To long and it appears you’re covering up

• Remember - Feedback is helpful.

Questions and Answers

“Women are the most powerful customers on the planet” - Mary Lou Quinlan