Here Come the Millennials: How to deal with new patient expectations in young families
If you haven’t caught on, we’re about to clue you in on the fact that millennials are here and they’re here to stay! This age group is now full force in the adult world, creating careers, getting married, having babies, and scheduling appointments in your practices. Here’s the thing, though… Millennials think differently than the generations before them and they now make up the largest generation in the workforce. So, if you haven’t paid attention to them in your marketing strategy, NOW is a great time to do so!
Millennials want fast
Life is fast these days and millennials know this well. Your marketing needs to catch them where they’re at and in a way that grabs their attention. Social media ads, native advertising, geofencing, and more are ways to be relevant and timely with your practice advertising in today’s fast-paced world. However, this means you have to know exactly who you are going to target. Location viability studies are one tool we use to help our clients understand exactly what is happening in their vicinity to better know how to target their advertising and marketing efforts.
Millennials want easy
Millennials are used to things being easy - and no, we’re not talking about things being lazy. We’re talking about the check-in and check-out procedure, the schedule process, or even just being able to connect with your team. They know that there are easier ways to do this with technology, so when your office makes simple processes harder than they need to be, they notice. Remember that your marketing doesn’t stop with a postcard, but is part of every part of the appointment. Word of mouth marketing comes from happy patients that feel their time and investment is well-spent.
Millennials want trust
This generation has seen a lot of things disappear on them. They no longer trust that pensions will carry them through retirement. They have little trust that the food on the shelves is actually healthy. The list goes on and on, so know that if you do anything to appear untrustworthy, they will pick up on it and they are not afraid to find someone whom they CAN trust. Their loyalty to your practice is based on you respecting that trust and treating them with respect. Marketing that plays to authentic interactions and messages will go a long way with this generation.
In life, success is often a direct result of planning and preparation. In the medical business, the same equation holds true. The most successful practices are often built from thorough research and development that precedes the opening of physical office location. A significant amount of time and energy should be spent learning all there is to know about running a practice. The next step is to draft a plan of action that discusses how to successfully operate a business that results in happy patients and financial success. At the end of the day, each practice is a business and successful businesses go the extra mile, putting in the hard work early and repeating the benefits down the line.
Demographic research can be extremely insightful and eye-opening. It's critical that you understand the clientele you could potentially service should you choose a specific location. Different factors to consider include age range, income, jobs, etc. While healthcare coverage is constantly changing, most practices need to consider their clientele's average income and jobs because this can play a large factor in whether or not individuals can regularly attend doctor visits. Age also plays a factor; for example an influx of millennials can mean the possibility of gaining many new young patients while an older generation might need more regular care.
Demographic insights can also help you to better understand the different methods of marketing that should be utilized when the practice opens. Different generations respond differently to various marketing tactics. Many individuals in the younger generation prefer mobile correspondence while older generations have taken longer to become more receptive to this form of communication.
When it comes down to it, you can create whatever goals you’d like for your practice. But meeting those goals is a whole other ball game. Understanding the area you are interested in can help mold the direction of your efforts moving forward. Your practice is your practice and you have to make decisions that will align with your plans for the future but statistics and research are an important part of creating and successfully running a business.