I am only one person and do not aim to speak on behalf of all Millennials (young adults born between 1980 and 1999). However, I’ll have you know that I did just score a 94% on the How Millennial Are You quiz conducted by the Pew Research Center (http://www.pewresearch.org/quiz/how-millennial-are-you/results/). This is a great resource, by the way, if you want to collect raw data about this emerging consumer segment.
So what’s the secret to marketing to my generation? Your guess is as good as ours because we don’t even know what we want. Remember when you were young and trying to “figure it all out”? Well, that is where we are right now. The difference is simple; we have an amplified social life at the tip of our fingers 24/7, thanks to mobile technology, but that doesn’t make our journey any easier.
The typical Millennial’s stream of consciousness, listed in order from first thought to last, might look something like this:
(1) What is the meaning of life?
(2) Where will this career path lead?
(3) When was the last time I went to the dentist?
(4) Hmm, I wonder if the library is still open…
(5) Maybe I should go to the grocery store instead?
(6) Nah, I think I’ll just stay home and catch up on my Twitter feed.
THIS is why it is so hard to capture our attention. We’re over-stimulated, distracted, and we constantly need to weed out useless information. To capture our attention, despite our shrinking attention spans, you’ll have to engage us.
Show me why I should care and I’ll come running.
That dentist appointment and yearly check up that I’ve been putting off for months quickly gets a spot on my schedule when I see videos and articles about potential health risks. When someone educates me on a specific risk that I’m undertaking by ignoring my checkups, I’ll take note. Include a call to action and I’m hooked.
Grab me by the face…
Make it impossible for me to not choose your office. Get yourself on the front search page of Google with search terms like “Doctor + Tampa” and make the appointment reservation button the primary focus of your home page.
… and hold my hand.
A friend recently told me her doctor’s office has an online reservation system that allows her to type in her name and number to be put in line to see the doctor. The system then sends her a quick text message when the doctor is almost ready to see her. She hops in the car and skips the entire time that she would have had to sit in a sterile and uncomfortable waiting room. This simple reservation system ALONE would persuade me to come to your office.
Build a solid online presence
Nowadays, an online presence can either legitimize your practice or ruin its reputation. It is crucial that your information is up-to-date, easy to read, and that you receive reviews from recent customers. If I can’t find your company online, then there is a significant possibility that I will think your office is either closed or nonexistent. Don’t be afraid to show off the personality of your doctors, nurses, and staff. It will help me feel connected to your staff and will remind me of the possibility that a visit to your office can actually add a bit of joy to my day. Also, don’t be afraid to get involved in online conversations. It is best practice to respond to good and bad reviews. If you receive a good review, thank the person for their kind words. If you receive a negative review, respond respectfully and use it as an opportunity for growth.
About the Author
Samantha is life lover, a creator, and a strategist. She is a young professional with the work ethic of a farmer and is incredibly passionate about her role on the executive board for the University of South Florida’s American Marketing Association. During her college career, Samantha has connected and worked with some of the most prominent marketing professionals in the Tampa Bay Area. She has also partnered with some of USF’s most talented students to create award winning marketing campaigns for brands such as VitaminWater and Billabong. When Samantha is not studying, volunteering, or branding for clients at her Cox Media Group internship, you can find her practicing yoga and enjoying the outdoors.