The document discusses the characteristics and expectations of four generational cohorts in the workplace, including Matures, Baby Boomers, Generation X, and Millennials. It highlights their differing views on communication, financial presentations, scheduling, and treatment presentations, emphasizing the need for tailored approaches to effectively engage each generation. Ultimately, it concludes that success in managing these diverse groups requires genuine compassion and understanding from healthcare providers.

1. Understanding Today’sUnderstanding Today’s
GenerationsGenerations
We need to speak in theirWe need to speak in their
languageslanguages

2. Now is the first time inNow is the first time in
American history whereAmerican history where
four generations havefour generations have
worked side-by-side in theworked side-by-side in the
workplace.workplace.

3. Where do you fall on theWhere do you fall on the
Generation Timeline:Generation Timeline:
 MatureMature 1909 – 1945 63+1909 – 1945 63+
““the depression babies”the depression babies”
 Baby BoomerBaby Boomer 1946 – 1964 44-621946 – 1964 44-62
“the ME generation”“the ME generation”
 Generation XGeneration X 1965 – 1978 30-431965 – 1978 30-43
“the slackers and skeptics”“the slackers and skeptics”
 MillennialMillennial 1979 – 1988 20-291979 – 1988 20-29
“the spoiled brats”“the spoiled brats”

4. Let’s take a look at:Let’s take a look at:
 BackgroundBackground
 Driven byDriven by
 ViewsViews
 As consumersAs consumers
 ApproachApproach
 PresentationPresentation

5. Then let’s relate to ourThen let’s relate to our
offices:offices:
 The new patient phone callThe new patient phone call
 The financial presentationThe financial presentation
 SchedulingScheduling
 Treatment presentationTreatment presentation

6. Background:Background:
 Depression, Pearl Harbor, WW IIDepression, Pearl Harbor, WW II
 Civil Rights, MLK/Kennedy’s, Viet NamCivil Rights, MLK/Kennedy’s, Viet Nam
 Scandals, impeachments, divorces, taught toScandals, impeachments, divorces, taught to
question authority, 1question authority, 1stst
generation told they would begeneration told they would be
less successful than their parentsless successful than their parents
 Never known the effects of depression, technologyNever known the effects of depression, technology
gurus, experienced attacks on US soil, the mostgurus, experienced attacks on US soil, the most
over scheduled youth in historyover scheduled youth in history

7. Driven by:Driven by:
 Duty, sacrifice, loyaltyDuty, sacrifice, loyalty
 Prosperity, bases all on the job andProsperity, bases all on the job and
hours spent at ithours spent at it
 Information, will only trust their ownInformation, will only trust their own
decisionsdecisions
 Less stress, open communication,Less stress, open communication,
balancebalance

8. Views:Views:
 Collective whole that must work together, not about me,Collective whole that must work together, not about me,
timeliness, productivity, with money it’s put it away or pay astimeliness, productivity, with money it’s put it away or pay as
you goyou go
 Team-oriented, relationship building skills critical for success,Team-oriented, relationship building skills critical for success,
expect loyalty, with money it’s buy now pay laterexpect loyalty, with money it’s buy now pay later
 Want structure and direction, work smarter not harder, loyaltyWant structure and direction, work smarter not harder, loyalty
to people not companies, with money, they will spend but doto people not companies, with money, they will spend but do
not want to buy the wrong thing, more cautiousnot want to buy the wrong thing, more cautious
 Multitaskers, will seek mentors to reach goals, seek jobMultitaskers, will seek mentors to reach goals, seek job
fulfillment, value extreme funfulfillment, value extreme fun

9. As consumers:As consumers:
 Place faith in institutions, value quality over speed sincePlace faith in institutions, value quality over speed since
everything was built to last, do not require fancy options oreverything was built to last, do not require fancy options or
customizationcustomization
 Demand products and services that provide status, hopes theDemand products and services that provide status, hopes the
products will regain control over their time, mixed review onproducts will regain control over their time, mixed review on
technology but most forced into ittechnology but most forced into it
 Do not like hype – don’t sell to them; like control and controls;Do not like hype – don’t sell to them; like control and controls;
care what people think – can be conservative in buyingcare what people think – can be conservative in buying
 Brand conscious; technology driven; may lack credit; wish toBrand conscious; technology driven; may lack credit; wish to
exhibit self-esteemexhibit self-esteem

10. Approach:Approach:
 Earned the right to be set in their ways, always ask aboutEarned the right to be set in their ways, always ask about
anythinganything
 Want to be in control, want to know we are on the same team,Want to be in control, want to know we are on the same team,
will seek out advice from parents and team memberswill seek out advice from parents and team members
 Can spot a phony, do not want to be sold to, want control toCan spot a phony, do not want to be sold to, want control to
make decisions and use technology to get information, onlymake decisions and use technology to get information, only
seek knowledge from you and will ask “Why?”seek knowledge from you and will ask “Why?”
 Need praise, recognize their accomplishments, have beenNeed praise, recognize their accomplishments, have been
told they are specialtold they are special

11. Presentation:Presentation:
 Expect quality, not impressed with technology, match their definitionExpect quality, not impressed with technology, match their definition
of quality, testimonials from reputable people, want proven solutions,of quality, testimonials from reputable people, want proven solutions,
want to maintain youth not cater to agingwant to maintain youth not cater to aging
 Look for help on how to spend their time wisely, they don’t want toLook for help on how to spend their time wisely, they don’t want to
know how it works – just that it does, want customization – ask whatknow how it works – just that it does, want customization – ask what
it should beit should be
 Not interested in long-term guarantees, they are realistic notNot interested in long-term guarantees, they are realistic not
pessimistic, be up front and honest if there is the possibility ofpessimistic, be up front and honest if there is the possibility of
something not working outsomething not working out
 Just want to be happy, no financial distress, look to product andJust want to be happy, no financial distress, look to product and
services to feel better about themselves, like instant gratification, likeservices to feel better about themselves, like instant gratification, like
testimonials that are unique to them, may need to be guided withtestimonials that are unique to them, may need to be guided with
decisionsdecisions

12. The new patient phoneThe new patient phone
callcall
 If you only offer to email/online to the Matures, justIf you only offer to email/online to the Matures, just
a fancy office with fancy pricesa fancy office with fancy prices
 Some boomers might be thinking - I really have toSome boomers might be thinking - I really have to
figure out how to use my computer.figure out how to use my computer.
 If you just want to mail to the GenX &If you just want to mail to the GenX & MillennialsMillennials,,
‘snail mail’ what kind of office is this?‘snail mail’ what kind of office is this?
 Try asking the patient: “Would you like me to mail,Try asking the patient: “Would you like me to mail,
fax, or email you the new patient informationfax, or email you the new patient information
packet? You can also go online to our website.”packet? You can also go online to our website.”

13. The financialThe financial
presentationpresentation
 Mature – put more emphasis on the savings orMature – put more emphasis on the savings or
courtesy they would get if paid up front. They havecourtesy they would get if paid up front. They have
money, pay as they go, like to save money.money, pay as they go, like to save money.
 Boomers – emphasis on financing options; buy nowBoomers – emphasis on financing options; buy now
pay later thinkingpay later thinking
 GenX – present all the options and shut upGenX – present all the options and shut up
 Millennials – most will prefer to finance but creditMillennials – most will prefer to finance but credit
history may be limited. May suggest a co-signerhistory may be limited. May suggest a co-signer
like a parent.like a parent.

14. SchedulingScheduling
 Matures are flexible and many like to spreadMatures are flexible and many like to spread
treatment outtreatment out
 Boomers want as few visits as possibleBoomers want as few visits as possible
since they are workaholicssince they are workaholics
 GenXers will come up with their own planGenXers will come up with their own plan
 Millennials are used to instant resultsMillennials are used to instant results

15. Treatment presentationTreatment presentation
 Matures – put emphasis on institutions, higher education; soMatures – put emphasis on institutions, higher education; so
emphasize the Doctor’s advanced education. Talk aboutemphasize the Doctor’s advanced education. Talk about
quality and longevityquality and longevity
 Boomers – everything should be customized; focus onBoomers – everything should be customized; focus on
relationships; they are part of team working togetherrelationships; they are part of team working together
 GenXers – give information including anything bad that couldGenXers – give information including anything bad that could
happen; get out of their way; do not sell to them; providehappen; get out of their way; do not sell to them; provide
visualsvisuals
 Millennials – provide a stress-free solution that has personalMillennials – provide a stress-free solution that has personal
relevance to them. Admire them as individualsrelevance to them. Admire them as individuals

16. No matter how we use this information the
bottom line is that you have to love your
patients – from your heart, your head, and
your hands. The results will be better
relationships, happier patients and team,
and increased case acceptance.