For the remainder of this week, I want to share with you some of my thoughts on an existing Pregnancy Help Center business model that I believe “gets it.”
What do they “get” exactly?
They get that if they want to win the market share battle against Planned Parenthood, then they have to operate like a business that is held accountable to results.
Last year, I conducted an interview with Bridget VanMeans, who leads the Pregnancy Help Center/Pregnancy Medical Center known to clients as “ThriVe Express Women’s Healthcare.”
You can download and read that interview here: Pro-Life Magazine Interview with Bridget VanMeans
There is so much “gold” in ThriVe’s business model, but today I want to focus on just one of those things – the name ThriVe.
Do They Offer What I Really Want?
You might be tempted to think that I would focus on the “Women’s Healthcare” part of the name, or even “Express.”
After all, women want high quality healthcare, and the sooner the better, right?
Those two parts of the name are important, and we’ll get to them at another time, but I think that first word, “ThriVe,” is extremely important as a branding tool.
Why?
Because that word goes deep into what human beings want – we want to be happy, and we want to flourish throughout our lives.
Of course, this is true for young women as well.
So when women hear brand advertising messages from this Pregnancy Help Center, the first word they hear is something they want in the depths of their being – to be happy, to flourish and thrive!
This is the top level of Maslow’s Hierarchy of Needs: Self-actualization – the desire to become the most that one can be. (For a brief explanation of this, please read my article on Maslow’s Hierarchy of Needs)
Buying a Future
Here are some quotes from Bridget during the interview that drive home just how key this aspect of the ThriVe brand is.
“We began to think about the young woman as a consumer. What is she buying? People think she’s buying an abortion, but she’s not. She’s buying a future. She sees her unexpected pregnancy as the end of hope, and the end of a future.” – Bridget VanMeans
“So can we neutralize the fear that almost always involves material things and a future? Can we speak to her of a bright future with confidence and love? Can we affirm her vision for college and career and all the things that she thinks have been derailed? Can we show her that none of those things have to be derailed, and that we want those things for her as well?” – Bridget VanMeans
Tomorrow, we will look at another aspect of ThriVe’s name: Women’s Healthcare.
Regards,
Brett
