Between the Baby Boomers, Gen Xers, and Millennials, how would any healthcare organization know how to address the masses?
Generations of peoples are like personalities — they are specific. For each of these generations, marketing and advertising must be specific to each group but broad enough to reach everyone on some level. Within the last century, the behavioral gaps between generations are wider than ever. And obviously, that applies to patients.
Your generations of patients have changed drastically — from the people they trust, products they buy, beliefs they live by, and ways they communicate. But there’s a science to generational branding that allows you to reach each one individually. General Branding is key for an NPHO to better serve patients/supporters and to attract new ones. That’s because each generation understands healthcare differently and has different expectations from their doctor. But first, let’s look at the generations in broad strokes.
By the sheer force of their numbers, those marketing to Boomers have made their key pitch that the Boomers are a special generation. Marketing to Boomers is really quite simply. Avoid aging them by referring to the “good ol’ days.” Keep them looking towards the future — they want to feel and act youthful. They watch more TV than any other demographic and shop online. Which means that Baby Boomers are very likely to seek health information online. Their searches focus on treatments, side effects, and pharmaceuticals.
Xers are good researchers, using the Internet extensively. They love interactive communication and their intelligent use of search engines means that marketers have to put the right bait in their way to get a hearing. Needless to say they are time poor, so if you are not easily visible to them you may not even be considered. Television is a medium that is well used, but selectively. In many ways this group is the most challenging to reach as they are so busy in all aspects of their life that ‘information overload’ is a constant state for them.
Millennials tend to trust strangers when it comes to making purchasing decisions and finding professionals services. Most research online for customer feedback, wanting to know overall ratings before choosing a doctor or morally supporting a NPHO. They tend to trust user-generated content over the promises and advertisements of the producer. Millennial patients respond best to messages close to the care decision, including: online advertising, TV, and in-office messages. They also value personal relationships with care professionals, but they are likely to switch doctors if they have a negative experience.
Doctors and NHPO leaders can’t assume all patients and supporters are alike. All three generations are completely different, yet built upon one another. Each generation expects different things from healthcare so you’ve got to target your message so it speaks to each one — right where they are.
Want more knowledge? Download our 4 Steps To Make A Healthcare Message Matrix eBook and understand the value of marketing in easy-to-understand terms.
Click here to register for our upcoming webinar: Nonprofit Healthcare Organization Branding 101 which will be held Thursday, June 11th at 2:00 PM (CT).
Or, register for next weeks webinar: Making A Healthcare Message Matrix which will be held Wednesday, June 17th at 10:00 AM (CT) and Thursday, June 18 at 2:00 PM (CT).