Best Practices for Catering to Millennials
The Millennial generation includes those who were born between 1981 and 1996. Currently ranging from approximately 26 to 41 years old, this group cannot be underestimated as a patient cohort since Millennials now represent the largest segment of the U.S. population as compared to Baby Boomers (born 1946-1964), Generation X (born 1965-1980) and Generation Z (born 1997-2012).
In addition to sheer numbers, Millennials are an asset to an aesthetic practice because their particular age range includes a broad spectrum of desires and concerns. Younger Millennials may be interested in facial enhancement with treatments such as lip fillers, or getting a head-start on their anti-aging efforts with preventative measures such as light laser treatments or neurotoxin injections. On the other hand, older Millennials have probably started to see visible signs of aging such as fine lines and discoloration caused by sun damage—and they are also more likely to have a larger budget to treat these concerns.
There are several attributes that make Millennial patients unique. They typically seek lighter “refreshing” treatments with little to no downtime. They are also more likely to shop around before trying one treatment, and then returning for others if they are happy with the results.
To effectively communicate with Millennials, you may need to look beyond the strategies that you have been using to obtain and retain older patients. Radio and television ads are unlikely to reach this younger demographic. The Millennial generation has embraced text messaging for making or confirming appointments instead of picking up the phone and speaking to an actual person.
When thinking about expanding your menu of services, it’s important to consider the wide array of services that Millennial patients are most interested in—especially when shopping for a new light- or energy-based platform. Flexibility is key, and the ability to offer superficial treatments that help maintain the appearance of already-youthful skin as well as more intense treatments that provide more significant corrective results for older patients can help you optimize your ROI.
Catering to Millennials is essential for keeping fresh faces coming through your doors, and a 30-something patient could potentially stay with your practice for decades. However, it’s imperative that you continue servicing older patients in the way they’ve come to expect. (At the very least, make sure you have a human available to answer the phone.) Too sharp of a pivot may be off-putting to Boomers, and these patients may be interested in more aggressive treatments to turn back the clock as they continue to age. And remember, the Boomer generation is often considered the wealthiest to date.
You don’t have to choose between Millennial patients and those who were born before them—and you shouldn’t. Instead, focus on offering a comprehensive menu of services that appeals to all age groups and demographics. By using different marketing strategies to reach these different audiences, they can all be yours!
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