Why market what Pregnancy Help Centers offer as “Women’s Healthcare?”
Here’s what Bridget VanMeans of ThriVe said in our interview about a typical young woman’s mindset:
“She’s also feeling like she’s buying a medical solution, because Planned Parenthood and the abortion movement brainwashed her into thinking that this was a medical choice – not an ethical choice, not even a parenting choice, but a medical choice that simply requires a medical solution.” – Bridget VanMeans
That is interesting!
It means Planned Parenthood, and the abortion movement, successfully branded into millions of women’s minds that abortion is simply a medical choice, like any other medical choice.
Pushing Back Against an Immovable Object
For pro-life advocates, it is a hard pill to swallow to concede that the majority of women in our country consider abortion a medical choice.
The Pro-Life Movement yells, “No! Abortion is a moral issue!”
And unfortunately, the Pro-Life Business Industry falls right in line with the Pro-Life Movement.
From Bridget:
“The pregnancy help center movement, for the most part, markets themselves as a moral solution, or as a care solution. They are not marketing themselves as a medical solution…,” – Bridget VanMeans
I believe Bridget is making clear that, from a market perspective, Planned Parenthood and the abortion movement have already won the battle of positioning – the place in a consumer’s mind that is occupied by a brand.
Once an industry has won the battle of positioning in consumers’ minds, it is very difficult for a competing industry to reposition their minds to a completely different solution.
So instead of a direct confrontation, accept the reality that the competitor has won that positioning battle, and then use that positioning to your advantage.
Practice Marketing Aikido
Aikido is a Japanese martial art whereby one turns an attacker’s strength and momentum against the attacker.
I believe this is what ThriVe is doing when they include “Women’s Healthcare” in their consumer-facing brand name.
If your competitor has successfully conditioned women to believe that the choice of what to do about an unexpected pregnancy is a medical choice, then don’t waste time and money pushing back against that positioning.
Instead, position your competing services in a way that aligns with what women already believe – brand your services as a medical choice: Women’s Healthcare.
This is smart marketing.
But ThriVe takes it even a step further.
We’ll look at that tomorrow.
Regards,
Brett
Ed
What’s wrong with “care” as part of the brand promise for PHCs? I think that word is powerful and consistent with what PHCs provide. It certainly encompasses medical care as well as other types of care. I get the difficulty of “moral solution,” but “care solution” should work as one of a handful of “words that work” for a competitive brand promise.
The Real Person!
The Real Person!
Thank you for your comment Ed.
I will let Bridget speak for herself on this one, but my guess is that she is talking about “care for an unexpected pregnancy,” and just used “care” for short.
I think the problem with “care for an unexpected pregnancy” as a branding message for abortion-minded women is that’s now what those women want. For sure, “care” is what benefactors of PHCs want to provide abortion-minded women, but what the women want, as Bridget pointed out, is to be un-pregnant.
This topic is a good one to continue exploring.
Ed
What’s wrong with “care” as part of the brand promise for PHCs? I think that word is powerful and consistent with what PHCs provide. It certainly encompasses medical care as well as other types of care. I get the difficulty of “moral solution,” but “care solution” should work as one of a handful of “words that work” for a competitive brand promise.
The Real Person!
The Real Person!
Thank you for your comment Ed.
I will let Bridget speak for herself on this one, but my guess is that she is talking about “care for an unexpected pregnancy,” and just used “care” for short.
I think the problem with “care for an unexpected pregnancy” as a branding message for abortion-minded women is that’s now what those women want. For sure, “care” is what benefactors of PHCs want to provide abortion-minded women, but what the women want, as Bridget pointed out, is to be un-pregnant.
This topic is a good one to continue exploring.
Bridget
Love the vibrant conversation. Care is a beautiful thing of course and an important aspect of the PATIENT SERVICE MODEL.
My use for the word “care” in that context was speaking to the overtly emotional messaging , meant to connect at the emotional level in front facing advertising campaigns WITHOUT offering a strong Womens HEALTHCARE identity as primary.
Some well intentioned centers even have had Love in their name for example. She is not looking for love in that moment )at least she doesn’t think she is).
It is our evidence based experience that the abortion DETERMINED woman is looking for a medical solution to a perceived medical problem and has often intentionally disconnected emotionally. She often wants to AVOID an emotional appeal initially and moves more readily toward the offer of a safe, clinical, medical transaction.
If this were not true Plan B and other self administered indeoendent care exempt processes would not be so wildly popular and on the rise.
She is seeking a medical professional solution. We’ve found that friendly medically licensed safe non-judgmental tags for example test much better than caring or loving tags. She will receive abundant doses of both, though once she trusts us with her crisis.
Its complex but hopefully that helps. The results are what we :care: about (pun intended). When she has shut down her heart,.appealing to it is a necessary step but NOT the first step. Hence the vast disconnect between many PHC’S and the ABORTION DETERMINED WOMAN.
Even the term.Pregnancy Help….Selah.
Bridget
Love the vibrant conversation. Care is a beautiful thing of course and an important aspect of the PATIENT SERVICE MODEL.
My use for the word “care” in that context was speaking to the overtly emotional messaging , meant to connect at the emotional level in front facing advertising campaigns WITHOUT offering a strong Womens HEALTHCARE identity as primary.
Some well intentioned centers even have had Love in their name for example. She is not looking for love in that moment )at least she doesn’t think she is).
It is our evidence based experience that the abortion DETERMINED woman is looking for a medical solution to a perceived medical problem and has often intentionally disconnected emotionally. She often wants to AVOID an emotional appeal initially and moves more readily toward the offer of a safe, clinical, medical transaction.
If this were not true Plan B and other self administered indeoendent care exempt processes would not be so wildly popular and on the rise.
She is seeking a medical professional solution. We’ve found that friendly medically licensed safe non-judgmental tags for example test much better than caring or loving tags. She will receive abundant doses of both, though once she trusts us with her crisis.
Its complex but hopefully that helps. The results are what we :care: about (pun intended). When she has shut down her heart,.appealing to it is a necessary step but NOT the first step. Hence the vast disconnect between many PHC’S and the ABORTION DETERMINED WOMAN.
Even the term.Pregnancy Help….Selah.