From Boomers to Zoomers: Your patient base is changing

Understanding your target audience is crucial to matching them with goods and services that meet their needs. So, I often find myself thinking more about the plight of the dentist than the plight of the salesperson or marketer. In the latest edition of things that keep me up at night is the Gen Z patient base. According to Business Insider, Gen Z has a spending power of $143 billion and accounts for around 40% of global consumers. This group are highly nomadic, enjoying a lifestyle that comes with remote work and a closer connection to work-life balance than a desk. Also known as ‘zoomers’, Gen-Z are more pragmatic about money and expect to be able to take advantage of an on-demand economy. As this segment of the population gains more share of your chair, how do you as a dentist and business owner prepare for a dramatically different generation?

1. Embrace technology: Gen Z patients are digital natives, and they expect their healthcare providers to be tech-savvy. This means that you should invest in modern dental equipment, such as digital x-rays and intraoral cameras, and adopt digital communication tools like text messaging and email to communicate with your patients.
2. Personalize the patient experience: Gen Z patients value personalized experiences, so take the time to get to know them and their unique needs. This can include asking about their interests and preferences and tailoring your treatment recommendations accordingly.
3. Prioritize convenience: Gen Z patients are busy and value convenience. Consider offering extended hours or weekend appointments, and make sure your office is easily accessible via public transportation or car.
4. Be transparent about costs: Gen Z patients are more cost-conscious than previous generations, so make sure you're transparent about the costs associated with their treatment plan. Consider offering payment plans or financing options to help make dental care more affordable.
5. Leverage social media: Gen Z patients spend a lot of time on social media, so consider using platforms like Instagram or TikTok to showcase your practice and connect with potential patients. This can help build trust and establish your practice as a leader in the dental industry.

How are you preparing for the shift?