Yesterday, I made the claim that a PHC will win more competitive battles against Planned Parenthood to the extent that the PHC can offer, and then deliver on, the promise that choosing life for her child will not only meet a woman’s Physiological and Safety needs, but also her needs for Love and belonging, Esteem, and Self-actualization.
In terms of degree of difficulty, I would say from a product development standpoint, it is much easier to deliver a high quality product that meets a woman’s Physiological and Safety needs than it is create a product that satisfies her needs for Love and Belonging, Esteem, and Self-actualization.
Those latter three take a lot of thinking, experimenting, and innovation.
Most leaders at PHCs aren’t willing to do that, or perhaps in some cases, aren’t capable of doing that.
You don’t have to take my word for it on this assertion.
You can do your own investigation by researching the most important thing PHCs have to make a positive first impression on prospective clients: the name of their organization.
Names Matter
If you put on your marketing and sales hat, you would expect that the name of the organization would be singularly focused on the needs of the woman, such that when a woman encounters the name for the first time, the name resonates with her.
In other words, does the name of your PHC business attract the customers you aim to serve?
Is the name woman-centric?
Does the name express, explicitly, that you care about the needs of the woman, first and foremost?
Please go ahead and do your own research on the internet, looking up local PHCs in your area.
What you will find is that many PHCs, not all of course, have in their organization names words such as: Life, Baby, Birth, Pregnancy.
For a woman who is trapped in fear because of her unexpected pregnancy, and currently believes it would best to be “un-pregnant,” do you think those words will attract her to the PHC?
No, they will not.
Those words are focused on the preborn baby in the mother’s womb.
From a marketing and sales perspective, the problem with that is the preborn baby is not the decision maker who will make the choice between abortion services or choose life services.
The pregnant woman is.
PHCs using such “baby-centric” names fail the basics of marketing 101.
Why do they do this, and what can they do about it?
More to come….
Regards,
Brett