MedEsthetics—business education for medical practitioners—provides the latest noninvasive cosmetic procedures, treatment trends, product and equipment reviews, legal issues and medical aesthetics industry news.
Issue link: https://medesthetics.epubxp.com/i/111786
BUSINESS CONSULT | By Catherine Maley Generational Marketing When reaching out to patients in multiple age groups, one size does not fit all. 16 MARCH/APRIL 2013 | MedEsthetics Traditionalists (65+ years old) The good news is that this population of seniors is ���ghting aging more than any previous generation. They are coming to terms with getting older, but they do not want to look and feel ���old.��� They are interested in quality of life and information on how to live longer and stronger. Patients of this generation have a traditional mindset when it comes to purchasing services. They value personal business-customer relationships. A traditionalist would be more likely to drive a long distance to see someone they know than to check out the newest competitor in town. They are also ready and willing to sing your praises to others. Traditionalists want to spend quality time with their physicians and create a bond so they can feel cared for by someone who truly has their best interests at heart. Let these patients know that they always come ���rst and they are your top priority. Be sure to mention that you welcome their friends and family and will take good care of them. To retain these patients, stay in touch with them through interesting communications ���lled with information and details���the more, the better. Talk about quality of life and how to get the most out of life. Traditionalists respond best to personalized messaging and word-of-mouth marketing. Send them letters addressed to them by name. Talk about their interests and �� ISTOCKPHOTO.COM Growing up in the 1950s was different than growing up in the 1980s. Gen Xers tend to embrace individuality and are comfortable with technology, using it to communicate and take in new information. Baby boomers, on the other hand, often appreciate letter writing and embrace a strong sense of community. The aesthetic industry is now a multi-generational market, encompassing everyone from the 20-year-old interested in breast enhancement to the 70-year-old seeking a facelift. The challenge for practitioners is in creating a practice environment and marketing plan that speaks to a wide range of age groups. As you will learn on the following pages, each generation has its own characteristics, belief systems and life experiences that affect the way its members behave, take in information and make decisions. In order to market effectively to a speci���c generation, you must ���nd a way to grab its attention by using messages that resonate with its members in the format they most gravitate to and in the manner they most appreciate. There are four generations of patients now seeking cosmetic procedures: 1. Traditionalists (born 1922-1945) ages 65+ 2. Baby boomers (born 1946-1964) ages 47 ��� 64 3. Generation X (born 1965-1980) ages 30 ��� 46 4. Generation Y/Millennials (born 1981-2000) under 30 years old