As we review tomorrow\u2019s schedule, we\u2019re likely to see a handful of Gen Xers sandwiched between the Baby Boomers and Millennials. Demographically, that\u2019s right where they fall. 65 million of them, born between 1965 and 1980, are hustling to raise kids and maximize their peak earning years. As a group, they present an opportunity to our practices. They need care, and so do their growing families and aging parents.<\/p>\n
Gen-X deserves our attention, but they often get overlooked.<\/p>\n
Fewer people can describe Generation X relative to other demographics, but that may reflect their adaptability. They\u2019re comfortable with multiple social media platforms, and they\u2019ll look at a paper coupon in the mail. Consider these five insights and how they\u2019ll impact our practices in 2021 and beyond.<\/p>\n
Generation X has one foot in the past and one in the future. They enjoy traditional TV, magazines, and newspapers, but they\u2019ll use the internet to check out our practices before choosing to schedule.<\/p>\n
IMPACT : You might have some success with traditional marketing methods, but it will take a strong digital presence to convert Gen X into patients. The implications stretch across the landscape, but here are a few essential action items:<\/p>\n
Social media occupies so much digital real estate that it\u2019s hard to imagine a world without it. But Facebook has only been part of anyone\u2019s generation since 2004. Generation X migrated to Facebook early, and it continues as a favorite for this demographic, spending nearly an hour per day <\/a><\/span>on the platform. Younger dentists may overlook the original platform for trendier options like Snapchat or Instagram. But the average person spends 38 minutes <\/a><\/span>daily on Facebook, and older users constitute the fastest-growing demographic on Facebook today.<\/p>\n IMPACT: We\u2019re free to use any social media platform, but we\u2019ll get the best return by focusing our efforts on Facebook, followed by Instagram. That\u2019s where we\u2019ll find parents, two-income earners with dental benefits, caregivers, and the demographic with the highest-earning power. Key action items for us to consider:<\/p>\n This generation grew up during a time when traditional business and marketing ruled their formative years. When they discover brands they love, they tend to stick with them. In dentistry, we can earn and hold their loyalty through exceptional service, and we can reinforce our relationships with digital tools.<\/p>\n IMPACT: <\/strong>If we attract Gen Xers to our offices and show them the best healthcare experience, they\u2019ll probably stay with us for years. 68% <\/a><\/span>of people are willing to spend more with businesses that offer excellent service. Consider these strategies to build loyal Gen X patients:<\/p>\n Ask for referrals and follow-up with a thank you that includes a gift card. Make this process predictable by automating so that you never miss an opportunity.<\/p>\n Use pre-appointment comfort surveys to customize care and deliver an experience that bolsters loyalty.<\/p>\n Keep referrals flowing by sending patients a link via text and email after their visit. Their loyalty helps drive more patients to your office with a trail of Google and Facebook reviews.<\/p>\n\n
Gen X Dominates Brand Loyalty<\/h2>\n
Generation X Spends 110 Minutes Daily on Mobile Devices<\/h2>\n