Post-Roe Marketing: How Pregnancy Centers Must Adapt Their Strategy in 2025

By Cornerstone Marketing Strategies

The Dobbs decision changed everything. Search patterns shifted overnight. New state laws created new opportunities and challenges. Telehealth abortion exploded. The marketing strategies that worked in 2021 are failing in 2025. Here’s what pregnancy centers must do differently now.

The New Landscape: What Changed After Dobbs

On June 24, 2022, the Supreme Court overturned Roe v. Wade in the Dobbs v. Jackson Women’s Health Organization decision. The immediate marketing impact was seismic.

Search Behavior Transformation

In the four weeks immediately after Dobbs, search patterns exploded:

“Medication abortion pills” searches increased 70%
“Do abortion pills expire” searches up 350%
“Abortion pills Amazon” up 80%
“States where abortion is illegal map” up over 1,050%
“Abortion clinic near me” surged in border states

But three years later, the dust has settled into new patterns:

Women are now searching differently based on where they live, with dramatically different strategies needed for pregnancy centers in ban states versus access states.

The State-by-State Reality

As of 2025, the abortion access landscape is fragmented:

Total Abortion Bans (13 states):

No legal abortion except in extremely limited circumstances
Women seeking abortion must travel out of state or access pills via telehealth
Search pattern: High volume for “abortion pills by mail,” “closest state abortion legal”

Gestational Limits (28+ states):

Abortion banned somewhere between 6 weeks and viability
Complex patchwork of different gestational limits and exceptions
Search pattern: “How far along am I,” “abortion [neighboring state]”

Protected Access States (remaining states):

Abortion remains legal
Many seeing influx of out-of-state patients
Search pattern: “[State] abortion clinic,” “travel for abortion”

Why this matters for your marketing: Your strategy must adapt to your state’s legal landscape and the search behavior it creates.

Shift 1: The Rise of Medication Abortion (and What It Means for You)

The Numbers

2022 (pre-Dobbs): Medication abortion = 5% of total abortions via telehealth Late 2024: Medication abortion = 25% of total abortions via telehealth 2025: Continuing upward trend

By the end of 2024, medication abortion delivered via telehealth represented 1 in 4 abortions. This is the biggest single change in the abortion landscape.

Why This Happened

Shield Laws: Eight states enacted “shield laws” protecting providers who prescribe medication abortion via telehealth to women in states with bans or restrictions. By late 2024, an average of 12,330 abortions per month were provided under shield laws.

Increased Accessibility:

No clinic visit required
Pills delivered by mail
Lower cost than surgical abortion
Perceived privacy
Fewer barriers to access

What This Means for Pregnancy Centers

The challenge: Women can now order abortion pills online without ever stepping foot in a clinic. They never drive past your building. They never see your Google ads for local abortion clinics.

The opportunity: Most telehealth abortion services don’t require (or provide) ultrasounds. This is medically risky and creates an opening for pregnancy centers.

Your Marketing Response

1. Create Comprehensive Abortion Pill Content

You need extensive, medically accurate content about medication abortion that ranks in search results.

Essential pages:

“Abortion Pill Facts: What Online Providers Don’t Tell You”
“Why You Need an Ultrasound Before Taking Abortion Pills”
“Medication Abortion Risks and Side Effects”
“What to Expect: The Abortion Pill Process”
“Abortion Pills Ordered Online: What You Should Know”

Key messaging:

Emphasize ultrasound importance (dating pregnancy, ruling out ectopic)
Explain risks of medication abortion without in-person medical evaluation
Offer free ultrasound “before you order pills online”
Provide factual information about the two-drug protocol
Address follow-up care concerns

2. Target Abortion Pill Keywords Aggressively

High-priority keywords:

“Abortion pill [your state]”
“Medication abortion [your city]”
“How to get abortion pills”
“Abortion pills online”
“Abortion pill side effects”
“Abortion pill cost”
“Free ultrasound before abortion pill”

3. Emphasize Free Ultrasounds in All Messaging

Your competitive advantage against online abortion providers is the free ultrasound.

Updated ad copy:

Before: "Free Pregnancy Test and Support"
After: "Before Ordering Abortion Pills Online—Free Ultrasound First"

Before: "Pregnancy Options Counseling"
After: "Considering the Abortion Pill? Get a Free Ultrasound to Protect Your Health"

4. Address Telehealth Abortion Directly on Your Website

Create a dedicated page: “Thinking About Ordering Abortion Pills Online?”

Content should include:

How telehealth abortion works
What’s included (and what’s not)
Medical risks of no in-person evaluation
No local medical support if complications arise
Importance of ultrasound for safety
Your free ultrasound offer

The goal: Intercept women before they order pills online.

Shift 2: Geographic Strategy Must Be Hyper-Localized

Post-Dobbs, your marketing strategy depends entirely on your state’s laws and your proximity to state borders.

Strategy for Ban States

Your reality:

Abortion illegal in your state (or severely restricted)
Women seeking abortion must travel or use telehealth
High volume of searches for out-of-state options
Opportunity to reach women before they travel

Your marketing approach:

1. Emphasize “Before You Travel” Messaging

Ad copy examples:

"Planning to Travel for an Abortion? Free Ultrasound First"
"Know How Far Along You Are Before You Travel Out of State"
"Abortion Appointment Out of State? Get Free Local Ultrasound"

2. Target Travel-Intent Keywords

“Closest state abortion legal”
“Abortion [neighboring state]”
“Travel for abortion from [your state]”
“Abortion appointment [bordering state]”

3. Create State-Specific Content

“[Your State] Abortion Laws: What You Need to Know”

Current legal status
What options exist in-state
Out-of-state travel considerations
Why ultrasound matters before traveling
Local support available

4. Offer Practical Support

Position your center as practical help:

Free ultrasound to know gestational age
Help understanding timing (some states have different gestational limits)
Material support if she chooses parenting
Adoption resources if interested
Non-judgmental information about all options

Strategy for Border States (Next to Ban States)

Your reality:

Legal abortion in your state
Influx of women from neighboring ban states
High competition with abortion providers
Women traveling specifically for abortion services

Your marketing approach:

1. Target Out-of-State Traffic

Geographic targeting in Google Ads:

Primary: Your city/county
Secondary: Cities in neighboring ban states
Increase bids for border areas

Keywords:

“Abortion [your state]”
“Abortion near [border city]”
“[Your state] abortion clinic”
“Travel to [your state] for abortion”

2. Address Out-of-State Visitors Specifically

Create page: “Traveling to [Your State] for Abortion? Get Complete Information First”

Content:

What to know about abortion in your state
Why a free ultrasound matters before proceeding
All pregnancy options available
Support if you’re from out of state
Local resources

3. Emphasize Free Ultrasound Value

Women traveling for abortion often must pay for ultrasound at clinic. You offer it free.

Messaging: “Before Your Appointment: Free Ultrasound, No Cost” “Traveling for abortion? Start with a free ultrasound in [your city]”

Strategy for Access States (Stable Abortion Rights)

Your reality:

Abortion remains legal and accessible
Direct competition with abortion providers
No travel barriers
Traditional pregnancy center marketing applies

Your marketing approach:

1. Compete on Options Education

Position yourself as the place for comprehensive information:

Messaging: “Before You Decide: Understand All Your Options” “Abortion Appointment Scheduled? Get Free Ultrasound and Options Counseling First”

2. Differentiate on Free Services

Comparison messaging:

“Ultrasound at abortion clinic: $100-200. Our ultrasound: Free”
“Full options counseling: Free at our center”
“No-pressure environment—we support whatever you decide”

3. Target Earlier in Pregnancy

Since abortion access is easy, reach women earlier:

“Early pregnancy signs”
“Think I’m pregnant”
“Pregnancy symptoms”
“Free pregnancy test [city]”

Shift 3: Competition Has Intensified (And Changed)

New Competitors

Beyond traditional abortion clinics:

1. Telehealth Abortion Services

Aid Access
Hey Jane
Choix
Plan C
Wisp
Others

These operate nationally, have large marketing budgets, and dominate “abortion pill” searches.

2. Abortion Funds These organizations help women pay for abortions and travel costs. They’re active in search and social media.

3. Abortion Provider Networks National organizations coordinating care across state lines.

Your Competitive Response

1. Don’t Try to Outspend Them

You can’t match national organization budgets. Instead:

Compete on:

Local presence (you’re in their community)
Personal service (not transactional)
Comprehensive options (not just abortion)
Free services (they charge)
Ongoing support (they don’t offer)

2. Own Local Search

Dominate local keywords they can’t:

“[Your city] pregnancy help”
“Free pregnancy test [city]”
“Pregnancy center [city]”
“Pregnancy options [city]”
“Free ultrasound [city]”

3. Create Better Content

National abortion providers have generic content. You can create hyper-local content:

“[City] pregnancy resources”
“[County] WIC offices”
“Local adoption agencies in [city]”
“Single mom support [city]”

4. Build Local Backlinks

Partner with local organizations for backlinks:

Churches
Community organizations
Local businesses
Schools
Healthcare providers

National telehealth services can’t replicate local community integration.

Shift 4: Messaging Must Be More Nuanced

Post-Dobbs, women are more aware, more informed, and more defensive about abortion. Your messaging must adapt.

What Doesn’t Work Anymore

❌ “Choose Life” messaging Too preachy for abortion-minded visitors in post-Dobbs environment

❌ Heavy religious language on homepage Save for About page; lead with practical help

❌ Political messaging Creates resistance; focus on individual women, not policy

❌ Judgmental language “Don’t kill your baby” messaging backfires completely

❌ Vague service descriptions “We’re here to help” doesn’t answer her questions

What Works Now

✓ Practical, informational approach “Get accurate information about all pregnancy options”

✓ Medical emphasis “Free ultrasound performed by licensed medical professionals”

✓ Non-directive language “We support whatever decision you make”

✓ Transparency “We do not perform or refer for abortions, but we provide factual information”

✓ Free services emphasis “All services free—pregnancy test, ultrasound, counseling, support”

✓ Confidentiality assurance “100% confidential—no one will know you visited”

Updated Ad Copy Examples

Old approach:

"Pregnant? Choose Life!
God has a plan for your baby.
We're here to help you choose life."

New approach:

"Unplanned Pregnancy? Free Ultrasound Today
Know your options. Licensed medical staff.
Same-day appointments. 100% confidential."

Old approach:

"Abortion Hurts Women
Learn the truth about abortion.
Choose life for your baby."

New approach:

"Considering Abortion? Get Complete Information First
Free ultrasound shows how far along you are.
Understand all options before you decide."

Website Content Updates

Homepage headline evolution:

2021: “Choosing Life in [City]” 2025: “Free Pregnancy Test & Ultrasound • Same-Day Appointments”

Services page evolution:

2021: “Life-affirming pregnancy support” 2025: “Free pregnancy testing, free ultrasounds, options counseling (parenting, adoption, and abortion information), material assistance, and ongoing support”

About page evolution:

2021: “Faith-based ministry serving women since 2005” 2025: “Since 2005, we’ve provided free pregnancy services to women in [city]. Our licensed medical staff offers pregnancy testing, ultrasounds, and comprehensive options counseling in a confidential, non-judgmental environment. [Our faith motivates our work, but we serve all women regardless of background.]”

Shift 5: Social Media Strategy Must Address New Realities

The Changed Social Media Landscape

Post-Dobbs challenges:

1. Increased Scrutiny Pro-choice activists actively monitor pregnancy center social media, leaving negative reviews and comments.

2. Platform Restrictions Some social media platforms restrict abortion-related content or advertising.

3. Polarized Audiences More divisive conversations about abortion make neutral messaging harder.

Your Social Media Response

1. Focus on Education Over Advocacy

Instead of: “Abortion is wrong! Choose life!” Try: “Understanding your pregnancy options: What to consider when making your decision”

Instead of: “We saved 100 babies this year!” Try: “This year we provided 847 free ultrasounds to women in our community”

2. Share Practical Resources

Content that helps rather than preaches:

Local parenting resources
How to apply for WIC
Free baby item sources
Pregnancy symptom information
Adoption process explained
Material assistance available

3. Humanize Your Staff and Services

Staff introductions
Behind-the-scenes content
Day in the life
Client testimonials (anonymized, with permission)
Community service projects

4. Address Negative Comments Professionally

You will get critical comments post-Dobbs. Handle them well:

Template response: “We understand not everyone agrees with our approach. We provide free services including pregnancy testing, ultrasounds, and information about all pregnancy options to help women make informed decisions. We respect every woman’s right to make her own choice.”

Then: Turn off comments if they become abusive.

5. Use Facebook/Instagram Carefully for Ads

Avoid in ads:

The word “abortion” (often triggers restrictions)
Political content
Graphic imagery
Judgmental language

Safe ad content:

“Free pregnancy test”
“Free ultrasound”
“Pregnancy support”
“Options counseling”

Shift 6: Track Different Metrics Post-Dobbs

New KPIs to Monitor

1. Medication Abortion Inquiries

How many women asking about abortion pills?
This number should increase post-Dobbs
Track percentage who schedule ultrasound

2. Out-of-State Clients (if applicable)

Where are they coming from?
This informs geographic targeting
Shows impact of state laws

3. Search Term Evolution

What abortion-related terms drive traffic?
Which convert best?
Are telehealth terms increasing?

4. Time-to-Decision

Are women making decisions faster (due to state gestational limits)?
This affects urgency in messaging

5. Shield Law Impact

Decrease in client volume may correlate with shield law adoption
Track local trends

Adjust Strategy Based on Data

If seeing increase in abortion pill inquiries:

Increase budget for abortion pill keywords
Expand abortion pill content
Emphasize ultrasound importance more

If seeing out-of-state clients:

Expand geographic targeting
Create out-of-state specific content
Adjust ad copy for travelers

If seeing faster decision timelines:

Emphasize same-day appointments
Add urgency to messaging (without pressure)
Streamline appointment booking

Shift 7: State-Specific Content Strategy

Your blog content must address your state’s specific reality.

Content Ideas for Ban States

Blog topics:

“Understanding [Your State]’s Abortion Laws in 2025”
“Before You Travel Out of State for Abortion”
“Ordering Abortion Pills Online: What [State] Women Should Know”
“Pregnancy Options in [State]: What’s Available”
“Free Resources for Pregnant Women in [State]”

Content Ideas for Border States

Blog topics:

“Helping Women from [Neighboring State] Understand Their Options”
“If You’re Traveling to [Your State] for Abortion Services”
“Free Ultrasounds for Out-of-State Visitors”
“What to Know About Abortion Access in [Your State]”

Content Ideas for Access States

Blog topics:

“Comparing Abortion Providers in [City]”
“What Pregnancy Centers Offer That Abortion Clinics Don’t”
“Before Scheduling Your Abortion: 5 Questions to Ask”
“Free Alternatives to Abortion Clinic Services”

Shift 8: Community Partnerships Are More Important Than Ever

Post-Dobbs, community relationships matter more than advertising.

Strategic Partnerships in Ban States

Connect with:

1. Organizations Helping with Out-of-State Travel Even abortion funds. Position your center as:

Free ultrasound before travel (saves them money)
Practical information source
Option exploration (some women change mind)

2. Healthcare Providers Doctors now facing complex situations with state laws:

Emergency departments
OB/GYNs
Family practice doctors

Offer free ultrasounds for their patients needing confirmation.

3. Social Services Women facing crisis pregnancies often need multiple services:

WIC
Housing assistance
Job training
Childcare help

Partner to cross-refer.

Strategic Partnerships in Access States

Connect with:

1. Medical Clinics Offer to provide free pregnancy tests and ultrasounds for their patients.

2. Colleges and Universities High unplanned pregnancy rates, need for resources.

3. Churches and Faith Organizations Traditional partnerships remain important.

Shift 9: Donor Communication Changed

Post-Dobbs, your donors need updated messaging too.

What Donors Want to Know

Questions they’re asking:

“How has Dobbs affected our center?”
“Are we seeing more or fewer women?”
“What’s working in this new environment?”
“How should we adjust our approach?”

Updated Donor Communication

Annual report should include:

State-specific context (“In [State], abortion is…”)
How you’ve adapted strategy
Concrete results (appointments, ultrasounds, decisions)
New challenges (telehealth abortion, shield laws)
Why continued support matters

Example framing:

"Since the Dobbs decision, we've seen a 34% increase in women 
asking about the abortion pill. In response, we've expanded our 
website content about medication abortion and emphasized the 
importance of free ultrasounds. This year, we provided 127 free 
ultrasounds to women considering online abortion pill orders. 
Your support makes this life-saving work possible."

New Giving Appeals

Post-Dobbs appeal themes:

“The Abortion Pill Challenge” Frame: More women accessing pills online, need for ultrasounds

“Reaching Women Before They Travel” Frame: Free ultrasound before out-of-state abortion appointments

“Meeting Women Where They Are” Frame: Digital marketing to reach women searching online

“Border State Impact” (if applicable) Frame: Helping women traveling from neighboring states

Shift 10: Legal and Compliance Considerations

Post-Dobbs, legal landscape is complex. Marketing must be compliant.

What to Be Careful About

1. False Advertising Claims

Never claim you provide abortions if you don’t
Be clear about what services you offer
Google requires disclosure in abortion-related ads

2. Privacy/HIPAA Compliance

Client information more sensitive post-Dobbs
Ensure marketing doesn’t violate privacy
Testimonials require careful handling

3. State-Specific Restrictions

Some states regulate pregnancy center advertising
Know your state’s requirements
Stay updated on changing laws

4. Platform Policies

Google, Facebook, Instagram have specific policies
Stay compliant to avoid ad disapproval
Review policies quarterly

Best Practices

On your website: ✓ Clear disclosure of services offered ✓ Statement that you don’t perform/refer abortions ✓ Privacy policy posted ✓ HIPAA-compliant forms

In your ads: ✓ Accurate representation of services ✓ Include required disclosures ✓ Avoid misleading claims ✓ Transparent about who you are

With client data: ✓ Secure storage ✓ Limited access ✓ Written consent for testimonials ✓ Never share without permission

The 2025 Post-Roe Marketing Checklist

✓ Content Strategy Updated

Comprehensive abortion pill content created
State-specific legal information included
Telehealth abortion addressed
Shield laws explained (if relevant)

✓ Keyword Strategy Revised

Abortion pill keywords prioritized
State-specific terms targeted
Travel-intent keywords included (if applicable)
Out-of-state targeting implemented (if border state)

✓ Messaging Modernized

Less preachy, more practical
Medical emphasis increased
Free services highlighted
Confidentiality assured
Non-directive language used

✓ Website Updated

Abortion pill information page added
State law information included
Ultrasound importance emphasized
Out-of-state visitor info (if applicable)
Mobile-optimized for searching women

✓ Google My Business Optimized

Services list updated
Posts reflect new reality
Reviews actively generated
Q&A section addresses common questions

✓ Tracking Implemented

Abortion pill inquiry tracking
Out-of-state client tracking (if applicable)
Source attribution updated
New metrics monitored

✓ Community Partnerships Developed

Healthcare providers connected
Social services partnerships built
Faith community relationships maintained
New strategic alliances formed

✓ Donor Communications Updated

Post-Dobbs context provided
Strategy changes explained
Results reported in new context
Continued need articulated

State-Specific Action Plans

If You’re in a Ban State:

Priority 1: Create extensive abortion pill content emphasizing ultrasound necessity

Priority 2: Target “before you travel” and “before you order online” messaging

Priority 3: Build partnerships with healthcare providers dealing with complex cases

Priority 4: Offer practical support for women considering out-of-state travel

Priority 5: Emphasize local support regardless of decision

If You’re in a Border State:

Priority 1: Target out-of-state traffic in neighboring ban states

Priority 2: Create content specifically for traveling women

Priority 3: Compete aggressively with abortion providers seeing increased demand

Priority 4: Build capacity for higher volume

Priority 5: Emphasize free ultrasound before abortion appointments

If You’re in an Access State:

Priority 1: Compete on comprehensive options education

Priority 2: Differentiate on free services vs. abortion clinic costs

Priority 3: Reach women earlier in pregnancy

Priority 4: Build local presence and community partnerships

Priority 5: Create comparison content (pregnancy center vs. abortion clinic)

The Bottom Line

The Dobbs decision changed everything about pregnancy center marketing.

What worked in 2021 isn’t enough in 2025. Women search differently. Abortion access patterns shifted. New competitors emerged. Legal landscapes fractured.

But opportunities exist:

Medication abortion via telehealth creates opening for ultrasound emphasis
State laws create new search patterns you can target
Women still need comprehensive information you provide
Local presence beats national telehealth services
Free services compete effectively with paid clinic services

The centers thriving post-Dobbs are those that:

Adapted quickly to new realities
Created extensive abortion pill content
Targeted state-specific search patterns
Updated messaging to be more practical
Emphasized medical services (ultrasounds)
Built stronger community partnerships
Competed aggressively in local search

The abortion landscape will keep evolving. Your marketing must evolve with it.

Ready to Adapt Your Post-Dobbs Strategy?

Get a Post-Dobbs Marketing Audit: We’ll analyze your current strategy, identify gaps for the new landscape, and create a plan specific to your state’s situation.

Schedule a Strategy Session: Let’s discuss how Dobbs has impacted your center and build a marketing plan for 2025 and beyond.

Call or Text: 573-395-6044

The landscape changed. Your strategy must too. Let’s build your post-Dobbs marketing plan today.

Get Started

About the Author: Cornerstone Marketing Strategies specializes in digital marketing for pregnancy centers and pro-life organizations. With years of experience working in the pro-life movement and over 400 successful campaigns, we understand both the technical requirements of effective digital marketing and the mission-critical nature of reaching abortion-minded women. Contact us to learn how we can help your center save more lives.