What Makes Millennials Tick and How to Overcome Marketing Challenges to Attract them to Your Practice
Millennials are more than Facebook and fancy coffees enjoyed by “Hipsters.” Pew Research has predicted that Millennials, also known as Generation Y, will soon overtake Baby Boomers as America’s largest generation. So if they aren’t already, they will soon make up the bulk of your target audience!
They Aren’t Kids Anymore
So who is a Millennial? A lot of people think they are kids, but this generation was born between 1981 and 1996. That means the oldest Millennials have hit their 40s or will soon! It’s the events of their youth that give them their defining characteristics, or in other words, has shaped what makes them tick.
This generation grew up in the dawn of the Internet years. Most of this generation doesn’t know a time before the internet, but the oldest of them knew a time before the internet. They may also have some memory of Y2K. 9/11 was also a defining moment in their youth, shaping their view of the world. This group was coming of age in the working world as the 2008 Global Financial Crisis truly set in, making it incredibly tough to find a job, complete a degree, or make ends meet. While this bumpy start to their working careers made it tough for Millennials to get a foot on the ladder, it made them extremely hardworking. However, Millennials aren’t afraid to go after what they want, which has branded them with the stereotypes of spoiled and entitled.
Beyond these defining events in their lives, Millennials are also one of the most diverse generations. They value social justice, environmentalism, a work-life balance and prefer working for and purchasing from companies that share their values.
Marketing to Millennials
There are a lot of hurdles when it comes to marketing to Millennials. They tend to spend less and aren’t particularly brand loyal. So while it may be challenging to market to them, it is still possible. Here are some tips to help you better market to this powerhouse of a generation!
1 | Make it Mobile Friendly
Millennials like ease of access no matter where they are, so be sure that your website is mobile friendly. Be sure that they have the ability to schedule appointments online; Millennials hate making phone calls!
2 | Stand for Something
Millennials like brands that are engaged in social responsibility. Highlight what makes you socially and environmentally responsible. A great way to show that you are environmentally responsible is by using the Rollens EcoLens, which is made of 46% plant based materials and is biodegradable. Be sure that you market the use of these lenses on your social media accounts, website, and email newsletters so your Millennial patients are aware that you care about the environment.
3 | Don’t Rely on Traditional Marketing Tactics
This group is averse to traditional marketing tactics, so don’t rely on Google ads to reach this generation. They prefer it when brands engage with them. Utilize social media to interact with this group and give them some personalized attention or send out personalized email newsletters with content that is meaningful to them. Also, don’t rely on brand loyalty. Your products and services have to stand on their own as good value for money in order to attract this generation over and over again.