From Mel Gibson’s starring role in “What Women Want” to Dr. John Gray’s book “Men are From Mars, Women are from Venus,” the messages have been out there for a long time. Communicating effectively with women is an art, and it will do two things for your business: first, she’ll follow your recommendations and buy from you, and more importantly, she’ll be the best marketing tool you could ever implement. Remember this phrase: “What women buy, they sell!” Treat her exceptionally well and you’ll earn her loyalty and referrals.
Connecting with your female patients may be more important now than in the past. Economic hardship has changed the way consumers are spending their dollars. Those businesses that have not had to constantly worry about marketing or finances previously are now finding themselves in a new world.
Women control the majority of spending in their households; they purchase the majority of new cars, computers and home electronics and are often in charge of healthcare decisions. With $2 trillion dollars of earnings and a $3 trillion dollars of spending, you need to consider your female patient.
How is your female patient different in the decision-making process than a male? Both are looking for a combination of knowledge and trust, yet men and women develop trust in different ways. Men make decisions based on few facts and tend to take action independently. Women need more information up front and tend to be slower to make a decision. She needs to process the information and feel like she’s been listened to; she’ll want to ask her friends and family about their opinions. Most importantly, if you want to increase your female patient-base, you need to sharpen your listening skills and consider the following five things:
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