So when I was a dental student back during Disco, my USC class of 120-students included TWO women. These days, the gender breakdown is more like 50:50.
And having been fortunate enough to work almost exclusively with the smarter, more perceptive, better looking gender, I totally understand women make health care better.
About a year ago, I met author Bridget Brennan. Brennan’s two best-sellers, The Female Factor and Why She Buys, basically confirm some of my more astute suspicions while also adding some valuable customer service IQ points.
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Bridget explained that today, women are THE health care buyers and…the strongest buying influencers of all. And with women, service is the most powerful marketing factor. Brennan observed health care is a different breed of business; far too often a numbers game, especially since the most effective care comes out of trust, understanding, and relationships. Health care doesn’t deliver a commodity; it provides a service…and an experience.
Today, women’s pay checks drive disposable income; their wages have increased some 44% since 1970. Women in their 20s earn more than men in their 20s and women are the primary wage earners in 40% of households. Women earn 57% of Bachelor Degrees; they make 80% of family health decisions. And I think the trends are all for the better regarding health care.
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Dentistry’s providers are predominately women (half of the dentists and about 90% of dental hygienists and other team members.) Two-thirds of dental patients are women. And I used to hate admitting it, but women are indeed the Olympians of communication and collaboration. And healthy families are the product of excellent care and excellent care ALWAYS begins with effective communication.
My accidental strategy has always been seeing every patient, team member, and vendor I engage as a family member. The women I love appreciate learning experiences and enthusiasm; they want me to respect their time and speak their language (NO pronouns). And I’ve learned (the hard way) making eye contact and listening is awesome medicine…so is letting people know you like them.
I’ve mostly proven to be a slooow study but a determined student. And even guys like me can figure out relationships when mentored by smarter, more perceptive, and better looking co-workers.