By 2018, Millennials will have the most spending power of any generation. Millennials are expected to surpass Boomers in spending power by 2018, and as they form their new families, they will have a huge financial impact on your pediatric dental practice. So, how can you capture the attention of Millennials, earn their trust, and better serve their young families?
Millennials are Constantly Connected
According to one study, 85% of Millennials own smartphones, which keeps them online and engaged at their discretion. It just so happens that Millennials really like being online, with one study reporting that Millennials spend about 53 hours every week connected to the internet. This means that they are almost always near a device that is connected to the internet, and primed to view ads.
This illustrates the importance of having a beautiful marketing campaign – and website – that works seamlessly on mobile devices. Millennials online habits also point to the value of a strong social media presence, since nearly half of them spend significant time on social media every day.
Click here to learn more about the importance of a responsively designed website.
Millennials Don’t Trust Traditional Advertisements
Millennials are searching for valuable experiences in every transaction they make, which has shaped how they engage with advertisements. Outbound marketing techniques like magazine ads, radio spots, TV advertisements and direct mail campaigns have little effect on persuading Millennials to purchase. In fact, a 2014 study revealed that 84% of Millennials don’t trust traditional advertising methods.
Authenticity Attracts Millennials
Millennials don’t like to be pushed too hard to make purchasing decisions, and can spot an advertisement from a mile away. One study found that 43% of Millennials value authenticity over content type when consuming media. When added to the fact that they don’t trust traditional modes of advertising, you have to get pretty creative to sway the opinions of Millennials. Millennials crave content-driven media that empowers them to act or make decisions. This means that you should consider less traditional methods of marketing, like blog posts, referrals, reviews, and videos, anything that pulls an audience to your website or social media channels and encourages them to stay, interact and return, rather than focusing on pushing a sales promotion. Millennials appreciate thought leadership and trust experts, so it is imperative that you share your expertise and insight whenever possible.
The hard sell won’t work on Millennials, instead, focus on producing useful content that displays authenticity.
Reviews Hold Major Clout
An Adweek study found that 93% of Millennials say they rely on consumer reviews before making a purchase. Millennials trust people, and consider the experience of another consumer before making a final decision. This makes reviews and ratings imperative to your dental practice. There are a number of ways to generate positive reviews about your practice, but the most important aspect of generating reviews is creating a positive experience for your patients. If you do that, then the reviews will form organically.
For more actionable tips on generating reviews, check out our blog post.
Focus on a Positive Patient Experience
To court Millennials, you need to focus on improving your patient experience wherever your patient engages with your dental practice. From your social media channels, to your website, Millennials will scour and search your online properties for insight and value. If you provide those things, then they will return time and again as a loyal customer.
Need help planning a marketing strategy that targets Millennials? Check out Smile Savvy’s All-In-One bundle, a comprehensive marketing solution that captures the attention of Millennials, and moves them to engage with your dental practice.
