September 1, 2018
Medical professionals of all disciplines must work harder than ever before to get the word out about their practice. Our lives have become inundated with advertisements and marketing schemes, and finding an effective marketing plan can be a difficult feat to accomplish, especially if you are after the attention of Millennials.
The Pew Research Center defines Millennials as “anyone born between 1981 and 1996 (ages 22 to 37 in 2018).” One of the reasons why this cohort is so important is because they are the largest population in the country, and catering to their preferences can win your practice a lot of new business. But reaching this age group can be difficult in the fast and competitive business landscape of the 21st century.
Millennials behave differently than their parents did at their age. Their dreams and desires are founded on complex social identities, and finding the messaging that will resonate with them is an ongoing concern, because what will resonate with Millennials changes frequently. There are a few points to keep in mind when designing marketing tactics aimed at reaching a Millennial target audience.
Anyone born in the mid 1980s or later grew up using computer technology in his or her homes. The 1980s saw the first wave of affordable home computers, and children latched on to the wonders that these new devices offered them.
Being born into the tech-friendly environment primed Millennials to quickly understand and adopt internet-based services as they become readily available in the 1990s. Learning how to navigate the Internet came naturally to this cohort, and they have continued to use it for many functions every day throughout their lives.
Any marketing campaign targeting Millennials must have a strong digital component in order to be effective. Websites and social media platforms are the preferred choice of public communication for most Millennials, and it behooves medical practices to carefully research the advertising opportunities that exist online.
With the widespread adoption of network technologies like the Internet, comes a pronounced preference towards convenience. Millennials may be interested in the product that you are pitching. The value proposition might seem like a great deal to them, and they still won’t buy if the product cannot be delivered with convenience.
When your medical practice seeks out a Millennial audience, the services that you are advertising should highlight how convenient they are to use. Frictionless online payment options are preferred, and if the product or service can be delivered through the mail or over the Internet, then it will be more effective with this audience.
The Quest for Authenticity
One of the more nuanced characteristics of Millennials is the never-ending search for things that feel “real.” Because Millennials grew up in a highly commercialized environment that pushed ideals and dreams over reality, many Millennials have a discerning taste for all products that tout authenticity.
Designing a marketing campaign based on authenticity might seem like an odd concept, but it is one that many top PR firms utilize every day. When thinking about messaging for the campaign, focus on the lens that Millennials view reality though. Effective messaging will accurately depict Millennials’ lives as they see them, and demonstrate how the product or service fits into that life. Any marketing points that can be made using real examples and real people will resonate better than using actors and ideal examples.
Marketing a medical practice to Millennials is a tricky beast, and many practices look for outside expertise when gearing up for a new marketing plan. Take advantage of all the resources at your disposal, and pay attention to what has worked in the past and what has failed to connect. A marketing professional might be the silver bullet that your medical practice needs to effectively connect with a Millennial audience.