We've all heard that men are from Mars and women are from Venus. Obviously, that's not true, but there are some key differences between the sexes. Women are different from men not only in structure and biomechanics, but also in the way they think, which affects the way they purchase. For that reason, when you market custom-made orthotics, you must appeal to both genders separately and equally.

Women make up roughly 50% of the population, but it is estimated that women purchase or influence the purchase of 80% of all consumer goods.¹ When marketing to women, it's important to follow these three guidelines: address women's special needs, target your message to women, and provide valuable, detailed information.

Women's Special Needs

Often, we tend to treat female patients who have foot imbalance and lower-extremity dysfunction the same way we treat our male patients. It's important to recognize the areas of difference, so that you address them when marketing custom-made orthotics to female patients. Women's feet are different in shape and size, they wear different shoes, and their gait styles are dissimilar, so orthotic solutions need to be specific.

The shape of a woman's foot varies in several ways from a man's. The female foot tends to have a narrower heel (in relation to the forefoot), and is narrower overall than a man's foot relative to its length.² Because of the narrow heel and foot, the forefoot is relatively quite wide. This causes the biomechanical forces on the foot to be distributed differently.

Women tend to develop biomechanical problems and symptomatic conditions in the forefoot more frequently than men. Bunions (hallux valgus), hammer toes, callus formation, interdigital neuromas, and metatarsalgia are all more common in women.³ Many of these conditions have been linked to abnormal biomechanical forces in the feet.

Investigators compared weight-bearing x-rays of the hindfeet in normal female subjects to those with hallux valgus. They found that the calcaneus and talus in the feet with hallux valgus had excessive pronation.⁴ Another recent study has confirmed that callus formation is closely associated with several specific "abnormal foot weight-bearing patterns." These are: a lower medial arch with greater pronation, reduced dorsiflexion of the first metatarsal joint, and limited ankle dorsiflexion (due to calf muscle tightness).⁵

The 5th Avenue collection of spinal pelvic stabilizers are custom made for women.

Orthotics for women should be designed to support the longitudinal and anterior transverse arches⁶, to provide metatarsal padding, and to limit excessive heel motion. Researchers have found that small, dense metatarsal arch pads positioned more distally are most effective in reducing the pressures on the metatarsal heads.⁷ One study of patients with metatarsalgia found that custom-made orthotics with a "metatarsal dome" decreased the plantar pressures by an average of 17% and reduced the reported pain 71%.⁸

The fashion industry perpetuates the image of the sexy woman in high-heeled shoes. Many women wear heels that plantarflex the ankle and place increased pressures on the forefoot and metatarsal heads. Even a heel as low as ¾ inch has been found to increase the pressure on the forefoot by as much as 22%.⁹

All female patients should have their footwear checked for fit. Many women are wearing shoes that don't fit, with heel heights that increase the pressures on the fronts of their feet. One easy method to check shoe fit is to trace each foot during standing, and then trace the shoe. Any significant discrepancy means that the foot is cramped when standing and restricted during gait. When a higher heel is worn, more pressure is exerted on the forefoot, making proper fit more critical.

A properly designed orthotic should maintain all of the arches, and padding and support for the anterior transverse (metatarsal) arch is especially important for women. However, no orthotic can support the foot correctly if it is placed in an improperly fitted shoe. Shoe size—both length and width—must allow for correct biomechanics during gait. Flexible, custom-made orthotics designed specifically for women's special needs are available in various lengths to fit many different shoe styles, so women have several options when selecting proper shoes to wear.

A Female-Targeted Message

Many female patients may not present with foot pain or symptoms of common foot disorders, but ask them how they feel at the end of the day and almost every woman will have the same answer: "fatigued." Flexible, custom-made orthotics can help reduce fatigue, just like they can help reduce symptoms caused by common foot problems. Special materials built into the forefoot of the orthotic can help give your female patients an extra boost of energy with every step they take.

Know your audience. "Marketers see a 25-year-old woman as upbeat, on the way in her career, going out at night. The reality is she's highly stressed, might not have a job, or be home with three kids. Such marketing stereotypes hold true for women ages 25 to 40," says Mary Lou Quinlan, chief executive of a New York consulting firm.¹ Whether she's an executive, a stay-at-home mom, or somewhere in between, all women could use more energy to help with their activities of daily living.

Talk to your female patients, and listen to the issues and concerns that are important to them. Their lives are always changing, and they must adapt quickly to take on new roles and responsibilities.¹ Open communication with your female patients will help you learn what's important to them, which will help you target your message more effectively. Women respond better to messages that are specifically created for them.¹

Detailed Information

Another difference between men and women is that women often require more information about a product before they purchase it.¹ If you want your female patients to follow your recommendation for custom-made orthotics, you'll need to give them all the details on how orthotics can help them. Make sure the information is clearly presented to avoid confusion. Don't oversimplify the information, because your female patients will feel like you are talking down to them. Instead, explain the information and give them an opportunity to ask questions for more clarification.

Flexible, custom-made orthotics designed specifically for women have a thin and narrow design to better support the shape of a woman's foot and fit easily into her shoes. Focus on how they can wear the orthotics in shoes they already own, from athletic shoes to pumps. Custom-made orthotics support all three arches of the foot to help improve your female patients' structural alignment, hold their adjustments longer, and reduce their risk for developing common foot disorders. Be sure to explain all the benefits of custom-made orthotics so your female patients can make a well-informed decision that will likely follow your recommendation.

Remember the three guidelines when marketing custom-made orthotics to women: address women's special needs, target your message to women, and provide valuable, detailed information. You will be more successful at marketing to your female patients, strengthen your relationship with them, and improve their overall health.

Mark N. Charrette, DC, is a 1980 summa cum laude graduate of Palmer College of Chiropractic. He is an expert in extremity adjusting. Charrette has lectured extensively on spinal and extremity adjusting throughout the United States, Europe, the Far East, and Australia. Charrette is a featured speaker in Foot Levelers' 2007 Seminar Series.

References

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   women_power_how_to_market_to_51_of_americans.mspx. Accessed May 30, 2007.
2. Frey C. Foot health and shoewear in women. Clin Orthop. 2000;372:32–44.
3. Rudicel SA. Evaluating and managing forefoot problems in women. J Musculoskel Med. 1999;16:562–567.
4. Tanaka Y, Takakura Y, Fujii T, Kumai T, Sugimoto K. Hindfoot alignment of hallux valgus evaluated by a weightbearing subtalar x-ray view. Foot Ankle Int. 1999;20:640–5.
5. Bevans JS, Bowker P. Foot structure and function: etiological risk factors for callus formation in diabetic and non-diabetic subjects. The Foot. 1999;9:120–7.
6. Chou LB. Disorders of the first metatarsophalangeal joint. Phys Sports Med. 2000;28.
7. Hayda R, Tremaine MD, Tremaine K, Banco S, Teed K. Effect of metatarsal pads and their positioning: a quantitative assessment. Foot Ankle Int. 1994;15:561–6.
8. Poon C, Love B. Efficacy of foot orthotics for metatarsalgia. Foot Int'l. 1997;7:202–2044.
9. Snow R, Williams K, Holmes G. The effects of wearing high-heeled shoes on pedal pressure in women. Foot Ankle. 1992;13:85–92.