Editor’s Note: Welcome to “Eye Catching: Let's Chat,” a blog series featuring contributions from members of the ophthalmic community. These blogs are an opportunity for ophthalmic bloggers to engage with readers with about a topic that is top of mind, whether it is practice management, experiences with patients, the industry, medicine in general, or healthcare reform. The series continues with this blog by David Evans, OD, PhD, MBA, chief executive officer, Ceatus Media Group. The views expressed in these blogs are those of their respective contributors and do not represent the views of Ophthalmology Times or UBM Medica.
Faced with an increasingly competitive environment, eye surgeons need to appeal to younger patients. The way to accomplish this is relatively straightforward: Be where they are. Of course, the more challenging part of this equation is “How?”
In the United States, there are currently 80 million Millennials. These Gen Y-ers, aged 20 to 35, have an annual buying power of $200 billion, according to Forbes magazine.
This provides a powerful incentive to reach out to this group, however, capturing the millennials’ collective attention span does not come easy or through traditional marketing platforms. A new marketing skillset is required and it starts with:
1. Embracing mobile
As anyone who has ventured out of their home knows, Millennials are on their phones or tablets 24/7 (even while at work). This platform is their only go-to source for information. If your practice isn’t mobile friendly, you can kiss their business goodbye. Furthermore, patience is not a Millennial virtue. This group has grown up with instant gratification and access to a plethora of information at a moment’s notice.
Bottom line; they expect easily accessible and understandable information. Right now. Seriously. So, if you expect this group to schedule with your practice, you have to always display contact information and hours of operation prominently.