Generations of people tend to share characteristics that aesthetic practices can harness to better target their marketing efforts. From social media to billboards to, yes, even television, the right mix can optimize marketing to today’s generations:
- Traditionalists, also known as the silent generation, born between 1922 and 1945
- Baby boomers, born between 1946 and 1964
- Generation Xers, born from 1965 to 1979
- Millennials, born between 1980 and 1995
- Generation Z, born after 1995
So what are the important generational differences and how can that information be used to build successful marketing campaigns? Industry physicians, marketing experts and researchers advise.
The Older Generations
While members of the silent generation might be less accustomed to communicating electronically, baby boomers are versatile in their communication and are more likely to embrace online and social media marketing. Still, these older generations tend to respond to traditional marketing approaches, such as sponsoring and participating in community events — from fun runs to food drives, according to Joe Sloan, marketing and communications coordinator at Advice Media.
As consumers and patients, baby boomers care about reviews, referrals and looking for the right person. They don’t tend to be price sensitive, according to Tom La Vecchia, MBA, president of X Factor Media.
Generation Xers often make up large percentages of the aesthetic practice’s patients. One way to reach this generation is through referral programs, Sloan writes in an email to The Aesthetic Channel.
“This is a great way to attract new patients and reward your most loyal patients,” Sloan writes. “You want to provide a system that will encourage word-of-mouth marketing by rewarding both the referrer and referee. Referrals are one of the most trusted marketing sources.”
Gen Xers tend to be a bit more price sensitive but will be loyal to a provider if providers meet their needs, according to La Vecchia.
Gen Xers tend to be skeptics who read the fine print, according to Scott S. Christensen, DNP, MBA, APRN, ACNP-BC, clinical operations director at the University of Utah Health. Christensen was among the authors of a study looking at generational behaviors in the nursing workforce, published January 30, 2018, in the Journal of Nursing Management.
“They respond well to direct, authentic communications without the fluff,” according to Christensen.
Millennials, or generation Y, grew up on the internet and expects to find answers quickly no matter the device, Sloan writes.
“Millennials are an inquisitive generation who ask lots of questions and seek constant feedback. As the generation who grew up during the emergence of text messaging, emails and instant messages, they are comfortable with impersonal forms of communication and are accustomed to receiving quick feedback,” according to Christensen.