Dentaltown May 2017 - 101
In 2016, the millennial generation
was on track to outnumber the baby
boomers as the nation's largest
living generation, according to the
U.S. Census Bureau.
Millennials don't
value loyalty.
It's painful for hardworking dentists
to hear, but loyalty isn't that important to
millennials, who change service providers
more frequently than previous generations
did. They can easily find validation to support
a buying decision-or counter it-from
online research, review sites, their social
networks and feedback from their friends.
This makes patient retention more critical
to the health of your practice. It's more
important than ever to work hard to keep
your patients-even those whose treatments
have lapsed. Not only is it important to
retain existing patients, but you must also
work to recover lost patients. (One method
of boosting patient loyalty and retention is
newsletter marketing, which reminds parents
of the importance of keeping their children
on a regular treatment schedule and of the
specific benefits of your practice.)
Their attitude toward
health care is different.
An example of how the loyalty trend for
health care is waning: The nonprofit FAIR
Health reported that millennials are more
prone to use retail clinics, urgent care centers
and emergency rooms for nonemergency
care than are other age groups. (This is a
matter of convenience, because such locations
usually are open longer.)
The medical scheduling company
Zocdoc has found that 93 percent of millennials don't schedule preventive-care
physician visits. And you're probably well
aware of the Gallup poll showing that
one-third of U.S. adults had not visited
the dentist in a recent year, revealing an
ongoing decline in routine dental visits by
patients of all ages.
Pediatric dentists must work harder-or
at least smarter-to maintain loyalty with
this generation. Of course, the No. 1 factor
in keeping them coming back is excellent
patient care. There's no substitute for that.
But how else can you build loyalty with
millennial moms and dads?
1. Educate them.
Your patients' parents are surrounded
by information and voraciously consume
it all day: the first words they read on their
smartphones with still-blurry morning
eyeballs; the news they hear via satellite
radio on the way to work; the links their
friends share on social media.
Be sure to take advantage of opportunities
to educate this group. Have printed materials
in your office to read while they wait, and
regularly send a practice e-newsletter.
dentaltown.com \\ MAY 2017
101
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