Or… How to Herd Cats
by AJ Riviezzo, MBA
As the data above shows, very few men are coming in for phlebology services. The reasons are fairly evident and are not unique to phlebology. The question then becomes: “How do we capture a few more of these reticent males?” Below are some ideas for your consideration.
1. Pain and Performance: The bulk of the phlebology marketing tri-folds and brochures are geared towards women in both their look and language. Understandably so. I recommend creating a separate brochure specifically for men. This will typically cause a re-write of your brochure as men will not respond to the aesthetic elements most marketing pieces contain. The men will respond to two elements.
The first is pain. Your services can reduce the pain and swelling in their legs. The information should contain a bit of clinical information describing how that happens. Very straight forward information. Stress that this is an ailment and not a cosmetic procedure. The second element is performance. By having healthier, pain free legs the gentleman will be able to golf, walk their dog, hike, lift weights, bike, and other activities at a higher performance level.
2. Pictures: Consider adding some more male pictures to your website and especially your ‘male’ brochure. Again, have them focus on performance by showing pictures of healthy legs climbing a cliff, biking, dog walking, and the like. You may want a separate page on your website stylized ‘For Men’ or similar heading that contains your more male oriented information.
3. Build It and They Will NOT Come: Your male patient is not typically looking for your service. You need to determine how best to go to them. If you have had a few patients that work for a male dominated industry with a union (electrical, pipe fitters, carpenters, meat cutters, etc.) and the patient is happy with their outcome; ask them who you should contact in the union. Many unions have a preferred provider book. They may allow you to do a Lunch and Learn or other speaking engagement at one of their meetings. You may be able to place brochures in the commons areas.
Another possibility is to get your brochures out to various activity venues. Bicycle shops may be willing to keep your information on a brochure rack or on the counter. High end running shoe stores may also be a possibility. Gyms that cater primarily to men may be willing to have you place your brochures. You may even be able to meet with the trainers. A quick review of signs and symptoms with the trainers and you now have three or four people looking at legs for you! Work a reciprocity agreement so to speak by carrying their brochures in your office.
A third possibility is health fairs. Yes, they are sometimes boring and not always much fun. Having information that caters specifically to men will help you at the health fair. The man may or may not be there to meet with you or your team… but their spouse is. Their wife then has something they can take back to them for their review.
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