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Marketing to a Younger Generation
- 1. Laura Hobbs, Director of Sales Optometry/Ophthalmology Clearwave Confidential © 2019 Clearwave Corporation All Rights Reserved.
- 2. THROUGH THE YEARS Confidential © 2018 Clearwave Corporation All Rights Reserved.
- 3. Confidential © 2018 Clearwave Corporation All Rights Reserved. KNOWING YOUR PATIENTS GENERATION BIRTH YEARS Gen Z, iGen, or Centennials 1995 - 2015 Millennials or Gen Y 1980 - 1994 Generation X 1965 - 1979 Baby Boomers 1946 - 1964
- 4. Confidential © 2018 Clearwave Corporation All Rights Reserved. GENERATIONS OVERLAP
- 6. AN EYE ON YOUR YOUNGEST PATIENTS Here are some key statistics about Gen Z you should know: • 98% own a smartphone • 85% learn about new products via social media • 71% watch more than three hours of online video daily • 67% prefer seeing “real people” in ads *Social Report Blog August 14, 2018 / Confidential © 2018 Clearwave Corporation All Rights Reserved.
- 7. Confidential © 2018 Clearwave Corporation All Rights Reserved. AN EYE ON YOUR YOUNGEST PATIENTS
- 8. Confidential © 2018 Clearwave Corporation All Rights Reserved. REMEMBER WHO IS PAYING
- 9. AN EYE ON MILLENNIALS Here are more key statistics about Millennials you should know: • 100%more likely to be influenced by blogs or social media • 84% don’t trust traditional advertising • 90% of Millennials are on Facebook • 56% believe technology helps people use their time more efficiently * Twine Social, Olivia Braaten,Jul 19, 2018 / Confidential © 2018 Clearwave Corporation All Rights Reserved.
- 10. Confidential © 2018 Clearwave Corporation All Rights Reserved. AN EYE ON GEN X • Skeptics, need reason to buy. Offer 100% money back guarantee • Most likely to bank, shop, and seek out health information online • Product concerns; affordability, quality, trendy • Use humor, be genuine and transparent • Create content that’s easy to access
- 11. Confidential © 2018 Clearwave Corporation All Rights Reserved. AN EYE ON BABY BOOMERS • Consider their financial concerns • Don’t be patronizing • Reach them through the internet • Traditional tactics still work (direct mail) • Create content that’s easy to access
- 12. Confidential © 2018 Clearwave Corporation All Rights Reserved. STAY COMPETITIVE Offer convenience by way of annual contact lens sales and home delivery. There are programs from contact lens manufacturers and OD alliances that help independents to be very competitive. Online Scheduling makes it easy for your patients to book appointments when they have time to handle personal affairs (after 5pm and on weekends). Offer a monthly payment plan or patient financing that eases any financial imposition on patients. Plans are available that shift the non- payment risk away from the ECP. . Review of Optometric Business, October 31, 2017
- 13. Confidential © 2018 Clearwave Corporation All Rights Reserved. DIFFERENTIATE YOURSELF…SUPPORT LOCAL Define the value that you offer. When patients ask about low-cost options, ask them: “All day long, you look at the infinity screen of a Samsung Galaxy, you work on a laptop with an Apple Retina 4K monitor, you watch Netflix on a 4-K Ultra HD TV…so why are you looking at the world through value-based eyeglasses and contact lenses with 1990s optical technology? Especially when we can offer you the best vision possible with the latest, most innovative optical products? May I show you the difference?” Offer a great experience. In the end, it is the perceived value of the care and patient experience you deliver, along with premium optical solutions that are the best for the specific patient that will make the difference. So, don’t dismiss your new competitors; learn from them. Review of Optometric Business, October 31, 2017
- 14. Proprietary & Confidential. ©2018 Clearwave Corporation. All rights reserved. FOCUS FOR CLIENTS • Enhance/expedite patient thru-put • Provide a common patient process across all locations • Improve the patient experience • Front-end of revenue cycle
- 15. Proprietary & Confidential. ©2017 Clearwave Corporation. All rights reserved. CLEARWAVE SELF-SERVICE REGISTRATION Complete Self-Service Patient Registration
- 16. Laura Hobbs Clearwave Corporation | Director of Sales Office: 678-738-1120 x1140| Cell: 864-404-6564 Lhobbs@clearwaveinc.com|www.clearwaveinc.com THANK YOU Confidential © 2019 Clearwave Corporation All Rights Reserved.