How to Market Your Practice to Millennials
When was the last time you read a newspaper?
If you’re under the age of 34, chances are that you haven’t read a traditional newspaper or magazine in years. Millennials tend to get their information and news from mostly digital sources such as Twitter or Facebook.
Similarly, millennials don’t watch traditional television either, as most of them stream their entertainment online. This can create a huge problem for marketers of aesthetic medical practices, as outbound forms of marketing, such as magazine ads, radio spots, and direct mail campaigns, just aren’t working anymore.
This also creates a huge opportunity, because those practices that do make the leap to effectively marketing to millennials will have access to the fastest growing demographic of potential cosmetic surgery patients in the world. Here are a few ways you can shift your marketing mindset to effectively market your aesthetic practice to millennials.
Not to put too fine a point on it, but millennials have an uncanny ability to smell when something is “inauthentic”. A traditional marketing “call to action” such as “Buy Now” just won’t work on them. They hear “Buy Now” and they think, “Why should I?”
In order to authentically market to millennials, you need to give them honest reasons why they should give your practice their business. The only way you will be able to gain any customer loyalty from millennials is if you show them that your practice can be trusted to deliver exactly what you promise. If you don’t, then believe me, they will be very vocal about it on Yelp and Google Reviews.
Every generation consumes media in different ways. Generation Y was at the dawn of the internet age, and tended to use computers and laptops to consume their media and surf the net. Millennials have transitioned from using PCs to using mobile devices, such as iPhones and Androids, to search for their content. This can create a huge problem if your digital marketing is still stuck in 2008.
Your website needs to be optimized for mobile viewing. This means that, whenever someone goes to your site on their phone, they get a version that is designed specifically for that size of screen. It isn’t just a scaled down version of the desktop site. The mobile version of your website needs to offer all of the same functionality of the desktop version, while still maintaining consistency of design.
You could also create a mobile app for your practice that allows millennials to book consultations straight from their phones. This has the added advantage of allowing you to collect data from your app about what kind of procedures your clientele is looking for.
Create Engaging Content
Content loaded with ads are a surefire way to turn off millennials. What millennials want is informative, interesting content and the practice that provides that to them will gain their interest and possibly even business.
Creating engaging content can range from writing expert blogs to providing videos of plastic surgery procedures through Instagram or Snapchat. There are currently many plastic surgeons who have become celebrities through their online video presence.
YouTube is another great avenue for content creation. Don’t post traditional advertisements or dry, informational videos. Instead, spice things up. Interview your employees or other doctors who work at your practice. Maybe try post-procedure interviews with patients (if they consent). This kind of internet content can both entertain and raise interest in millennials about your practice.
If you want to connect to millennial patients, then you are going to have to become part of the online conversation.
The first thing that most millennials will do when they are investigating a plastic surgery practice is look it up online. If they find an active Facebook and Twitter presence, that engagement will spur them to engage with you. If your Facebook page has lots of likes, this indicates that others on Facebook trust you and your practice. If you seem worthy of their trust, they might check out some of your posted content or send you a direct message to ask something about your practice.
If, on the other hand, they find a dead Twitter page and a Facebook wall that hasn’t seen an update or post since 2015, they are instantly going to be turned off and assume that you don’t care about connecting with your customers. Then they will move onto another, more socially active clinic.
Discounts and Promotions
If there is one thing that millennials love, it’s a deal! Actually, in this respect they are similar to just about every other generation. The difference is the kind of deal or promotion that they find appealing.
Digital coupons can be a great way to connect with millennials. You can attach them to targeted emails or through your social media campaigns. Traditional promotions that last a month or more don’t create any sense of urgency in millennials. Instead, take advantage of their tendency for instant gratification by creating short-lived, limited time promotions that they need to take advantage of quickly. If they think they will get a great deal if they act fast, they will.
Marketing to millennials doesn’t have to be any more difficult than marketing to any other generation, it’s just a little bit different. If you put work into it, connect to them, and prove that you are worthy of their attention, your practice may be rewarded with their trust and their business.