Happy Mother's Day!
Why YOU Should be Targeting MOM's
Happy Mother’s Day to all of the Mom’s in your life (including you if you are one)! This Mother’s Day we wanted to take a moment to talk about how powerful mom’s can be for your practice, and how you can grow your business by appealing specifically to moms.
We often talk about how different marketing is for Chiropractic than for any other small business, even within the medical field. But there is one exception to that rule – Mom’s. Not a lot of people understand how powerful mom’s are when it comes to marketing in the medical field, but the ones that do, are consistently knocking it out of the park.
There are a few different reasons for this:
1. Mom’s typically are the medical decision makers of the household.
That seems like a small thing, but, honestly, it bears repeating Moms make the medical decisions for the entire household. That means that if you can get to mom, you don’t just get mom – you get Dad and the children too. That is HUGE.
2. Mom’s are the calendar keepers.
Moms are the super heroes of their household, and one of their superpowers is keeping everyone’s schedules. They are going to be ones that set the appointments AND make sure the appointments are kept. This means that not only are they key to getting the whole family on board, but, without them, you might get dad and the kids for a few appointments, but you are unlikely to keep them for long. If mom is on board, she’s going to continue to set appointments for herself AND her family.
3. Mom’s have friends and family who are also moms!
Perhaps the most important reason for reaching out to moms is because they are women, and women are powerful referrers. On a whole, women tend to be a little more open and empathetic to each other, which means they are more likely to know when their friends or family are experiencing symptoms that you can help with. They are also more likely to talk about their experience and the things they have learned while visiting your office. And because moms know other moms, one referral can very easily turn into a whole family being referred.
How to Reach Mom’s:
It’s overwhelming obvious that Mom’s are the best targets for your marketing, but if you aren’t a mom (or a woman) yourself, it can be hard to understand how to reach out to them. There are three things that you should remember when you are attempting to create a design that is intended to reach women:
1. The design should be feminine in nature
Remember, feminine doesn’t mean girly! Feminine means that the design is attractive, it includes softer colors, rounded and flowing lines rather than sharp edges. It should include things that women, and specifically moms can relate to. You design needs to include the things that MOMS think about.
2. The Design should include images of women and FAMILIES
One of the reasons that we target moms is to reach the whole family, and including images of families is important in getting women to think about their families.
It’s important too to look at the trends in current marketing to decide the type of images to include. A lot of stock photography of women is actually done in a really masculine way – so its important to take posture, facial expressions, and surroundings into account when choosing the design that is going to work well for reaching moms.
3. An attractive offer.
Mom’s are not only typically responsible for the medical decisions in the household, but they are often responsible for the financial decisions as well. Given their busy schedules, and all of their other financial responsibilities, your offer has to be good enough to not only convince them to rearrange that busy schedule, but also enticing enough to make it feel worth it for them to learn about what your practice has to offer them.
I hear often from Chiropractors that they don’t want to “cheapen” their product by offering it at a highly discounted rate. Please, please, please remember your audience when you are putting together your offer for whatever kind of marketing you are doing. It is so important to remember that 85% of the population have never been to a Chiropractor and don’t really understand what Chiropractic is. Your Ad might have all of the right components to appeal to moms, but if your offer isn’t good enough for them to decide that they want to learn more about how Chiropractic can help their family, it won’t work.
Moms are truly incredible people – we should be grateful for them, we should thank them, and we should take care of them by helping them take care of their family.
If you want to know about the newest and best ways to reach moms and flood your practice with new patients specifically through Social Media, Direct Mail, Getting Inactive Patients back in, and boosting new patient referrals from Moms please give us a call/text at (360) 326-8896, reach out to us on our Live Chat, or send us an email at [email protected] TODAY!