Generational branding may sound complicated at first, but it doesn’t have to be.
Basically, generation branding is a fancy term for knowing your market and how to best reach them. For your non-profit healthcare brand, this could be the difference between spending thousands in traditional marketing or choosing to instead focus on social media to deliver your message. So it pays to know who you want to reach and how to best reach them. Each generation has specific characteristics and values that they pride themselves on. If you attune to these principles, you’ll do a better job at connecting with them.
Baby Boomers for example, are a popular group for Healthcare marketing. They were born between 1946 and 1964 and may be caring for aging parents or having health concerns of their own. Often, they identify with redefining traditional values and are known to watch more TV than any other generation. They may use social media a little here and there, but it’s not worth spending your marketing dollars there.
Generation X, otherwise known as gen-Xers, are those born between 1965 and 1980. This generation is reaching the 40-55 age demographic and are said to be reserved spenders – which means they won’t spend the money if they don’t see a rational need. A good way to connect to this generation is through an emotional connection that leans on their own experience. This generation uses social media more than the baby boomers, but mostly for reconnecting with past classmates and long distance family members.
Generation Y, or Millennials, are those born between the years 1981 and 1994. This is the generation of today’s young adults. They don’t mind paying high prices for good quality and they lean toward family, religious and community values. A good way to connect with them is a trustworthy source, especially if that source is someone they know. This generation created the social media empire and uses it for connecting with friends, businesses, schools, research, peer reviews, and so much more.
Cultural influences strongly affect what generations thrive on. What are common religious beliefs in your community? What is the socio-economic status of your community? This knowledge combined with your knowledge of generational characteristics will help you create a well balanced, strategic marketing plan.
If you’re hoping to attract multiple generations, focus on life events that most people will experience. Like graduation, buying a car, getting married and having a baby. This will effectively blur those generational lines and hopefully establish an emotional connection between your healthcare brand and your community.