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Issue link: https://medesthetics.epubxp.com/i/111786
BUSINESS CONSULT Characteristics Slow to change, value personal relationships, have time and money, loyal, don���t want to look ���old,��� want better quality of life invite them in to talk with you one-on-one. Give them your business cards so they can pass them out to their friends and family. Out of the four generations, baby boomers have the most money to spend, and they are willing to put money, time and effort into looking and feeling their best. They tend to see themselves as 10 to 15 years younger than they are and are willing to go to some length to stave off looking and feeling old. Baby boomers are more likely than their children to stay loyal to a business, but they do expect respect, personalized service and convenience. Trust is crucial to this group, so they tend to rely on their friends��� recommendations ���rst and then comparison shop before making a decision. They are looking for value and worth for their hard-earned money. More and more baby boomers have turned to the Internet for information on providers as they get more comfortable with technology. Since they value trust, the more face time you can offer these patients, the more likely they are to choose you over your competitors. Invite them to your open house events, ask for their opinion in surveys and send them personalized communications ���lled with information about procedures���including testimonials���and special promotions that have their particular interests in mind. Traditionalists Marketing Strategies ���Who do I trust that can vouch for what you say?��� Open houses, intimate events, personalized mail, one-on-one phone calls, word-of-mouth (65+ years old) Characteristics Most money to spend, fairly loyal, want convenience and value, distrust mass messaging, not ready to be old Message to Marketers Baby Boomers (46-64 years old) Marketing Strategies ���I���ll research and then talk to my closest friends to see what they know before deciding.��� Face time, intimate events, personalized mailings, detailed website, word-ofmouth, caring demeanor Characteristics Tech savvy, skeptical, pessimistic, knowledge-seeking, independent, not ready to get old Message to Marketers Marketing Strategies ���Just give me the facts and I���ll make my own decision.��� Use multiple channels, don���t be too serious, interactive website, social media, word of mouth Generation X (30-46 years old) Characteristics Super tech-savvy, con���dent, optimistic, materialistic, weak brand loyalty Message to Marketers Generation X (30 - 46 years old) Marketing Strategies ���Text me your offers and I���ll see what all my 'friends' are saying on my favorite sites.��� Blog, social media, QR codes, text messages, online chatting Gen Xers are considered the cynical but savvy Generation Y generation. They were the ���rst generation (under 30 years old) to grow up immersed in computer technology. This generation is the busiest of the four, because its members are focused equally on family and a decision. They want to contrast and compare as many career. People of this generation don���t have time to sources as possible to arrive at the right ���nal decision. compare prices and services. Gen Xers are naturally They do not take direct marketing at face value. skeptical, because they grew up in a time of political and Marketing resistance is at an all-time high with this social change and widespread cynicism and distrust of group. Gen Xers are among the most aggressive at reinstitutions. That means you have to work hard at earning jecting intrusive marketing, and they have the knowledge, their trust. sophistication and willingness to disconnect themselves Gen Xers use several direct channels to research what from marketers when they feel attacked by unwanted sothey want, but their approach is not to instantly buy. It is licitation. To get this group���s attention, you have to work more about gathering information that helps them under- hard to earn its trust. You do that through great service stand what is going on in a marketplace before they make and time-saving conveniences. continued on page 82 ��� 18 MARCH/APRIL 2013 | MedEsthetics �� ISTOCKPHOTO.COM Baby Boomers (47 - 64 years old) Message to Marketers