3 steps to encourage millennials to pay attention to your dental practice
Millennials are an important and vibrant group to engage in your dental practice. Knowing how to interact with this group born between 1980 and 2000 is key to their business and loyalty.
Miliennials can be a tough demographic to attract and retain. Well, it's not as hard as you may think. This author shares some ideas from her millennial point-of-view.
A millennial is anyone born between 1980 and 2000. I was born in 1983, so as a more established millennial, I grew up as the tech boom exploded. Here are three things you can do now to grab the attention of my fellow millennials and set up your dental practice for success.
1. Connect with tech-mobile marketing must-haves
Most millennials grew up having access to technology. From the first flip phones to AIM to MySpace, we like to connect and be connected. We may not pick up the print version of a magazine, rather we download the digital copy onto our iPads to read while in transit. We check Twitter for the latest breaking news. We share our experiences through social media.
Eighty-five percent of millennials in the U.S. own a smartphone (Nielsen), so it’s imperative to be able to communicate with us via mobile. Not to mention, Google demands it. If you want to be relevant online, you need to meet the requirements of Google.
To be online marketing savvy, your first step should be to develop a website on a functional platform. Millennials want to be able to access online portals to manage our accounts and submit paperwork, and we want to be able to communicate with you digitally to get our business done. If I can request and schedule an appointment right from your website, then receive an email confirmation and text reminder the day before my appointment, I’m an appreciative patient!
Now that you have your beautiful and functional website, you need to optimize it so that you can be found in a Google search. Then, become familiar with social media so you can advertise your brand and connect with your audience. Learn more about the services Jameson Marketing offers for your online solutions by clicking here.
Think about how many times a millennial patient may be in your office—two or three times a year? If that’s the only time they think about you, hear from you, or connect with you, you’re missing out. If you are online marketing savvy, you have the opportunity to connect with us several times a week! But we don’t appreciate canned content, so if you want to get our attention, read No. 2 closely.
Be authentic! Be real, not too polished. Yes, this is probably different than what you learned in any business class. I’m not suggesting you let all filters go, but show your authentic self and your practice personality. Social media is a great platform for this. Show us millennials what you’re doing in the office as a team, show how you changed a patient’s life by giving the person confidence in his or her smile. Just by having a presence online you’re showing us that you understand where we are and that you’re willing to connect. Ninety-five percent of millennials say their friends are their most credible source of advertising. That means you need to be relevant, engaging, and building community while selling your services. Ninety-eight percent millennials are more likely to engage with a friend’s post than with a brand’s post. So you need to give them the tools to talk about you.
Millennials value businesses that provide value to our lives. We don’t want canned copy with dental lingo we don’t understand. We want you to tell us why visiting your office at least twice a year for exams is important. Tell us through blogs, videos, and social media content. Educate us, provide resources and information that position you as the expert.
3. Make a difference by engaging in your community
Millennials value community and support of local businesses. Many of us are involved in local organizations, are on boards, own our own businesses, and are thinking of new ways to connect with the local scene. Show us when you or your team go out to eat at the local burger joint by posting a fun picture on Facebook and tagging that business.
Are you involved in a local race for charity? Show us! Email us an update and post to Facebook. Maybe we’ll be there too and will say hello. Speaking of local businesses, you are a local business owner too, so we’re happy to support you and will tell our friends if we had a good (or bad) experience at your practice. With social media, good (and bad) stories spread quickly.
Here are my takeaways:
- You need a website that is responsive and works on all digital platforms.
- You need to optimize that website.
- You need a good social media strategy.
- You need to engage in your community.
- You need to identify your brand and voice and tell your story through the above platforms.
Need help with any of this? Contact your Jameson Marketing team today and we’ll get it done.
Susanne Kimball is Senior Marketing Advisor for Jameson Management, an international dental management and marketing firm. Susanne creates customized and effective marketing solutions for dental practices, and she coaches dentists and teams to ensure the most success possible from their marketing investments. For more information, visit JamesonManagement.com or call (877) 369-5558.