Attracting Today’s Hottest Dental Demographic: Over 60!
They say age 60 is the new 50—and it’s so true. Baby Boomers refuse to give up their grip on Eternal Youth. For two good reasons: first, they’ve had better healthcare (particularly better dental care) than any generation in history. And second, they have the time, and more importantly the means, to buy the youthful appearance they desire.
Age sixty used to be dentures—and sometimes still is. But it can also mean cosmetic enhancement, tooth whitening, and much more. So-called Mature Americans are more affluent, with more to spend on discretionary dentistry than any other age group.
But one important caveat: no two older patients are alike! There’s a huge difference between a 51-year-old business executive and an 70-year old widow. It’s like the difference between a 21-year-old college senior and his 45-year-old business executive mother!
Hence, the following pointers in evaluating potential older patients:
- Make a point of really knowing the patients you want to reach. Beyond age, screen for income, ethnic status, and employment. (Also keep in mind that this group has seen their nest egg dwindle over the last year).
- Don’t offer Senior Citizen Discounts! Believe it: your prime patient audience doesn’t want to hear those words! They’re capable and expecting to pay full fare!
- Exclusivity equates to value. There’s no harm in recommending to a patient who doesn’t meet your productivity standards (or can’t afford) that perhaps one of your colleagues might prove a better fit. That upscale perception of exclusivity will not be lost on your patients.
- Build personal relationships with this valuable demographic. They treasure personal attention. Be sure to give it to them.
- Make your communications friendly to their age-set. That means friendliness—but with respect. Your written communications should be in large, easily read print. They don’t like being reminded they can’t see as well as they used to!
- Remind patients they now have more free time, more opportunity—and that they deserve what you have to offer!
In these pages you'll discover how to improve on what you're doing right and how to avoid marketing traps—set yourself apart from the competition—target the patients you want most—deal with those inevitable changes outside your control, and affect the positive changes you desire. 