By Jesi Tassava, Executive Assistant (and member of the Millennial generation)
In previous blog posts, I discussed the importance of appealing to the Millennial workforce as well as the importance of using training techniques geared towards your Millennial employees. However, not only is it important to understand your Millennial employees, it is also crucial to understand your Millennial clients. With the growing number of Millennial pet parents, the veterinary industry must take the time to adapt their marketing strategies, to ensure they maintain a steady client base in the coming years. The following are three ways in which your veterinary practice can stand out in the eyes of a Millennial.
Social Media
Millennials have grown up with technology at their fingertips. How can your veterinary practice use this fact to your advantage? By using social media. And not just one social media platform, but several platforms. The Millennial generation tends to scroll through their phones during television commercials and can easily jump between tabs on their computer, checking their social media several times throughout the day. Using multiple social media platforms will allow you to get your information in front of their eyes multiple times. This will also allow you a greater likelihood to get your information in front of their eyes if they are just using one platform at the time. For example, you could post quick tid-bits and facts on your Twitter account, cute pictures of client’s pets on Instagram, and interesting articles and blogs on Facebook.
Since Millennials use social media frequently, they often follow a large number of individuals and organizations. This means that they have a lot to look at. In order to stay relevant to a Millennial and ensure that your posts do not get lost, it is important to stay up to date on your social media accounts and to post frequently. By doing this, you are likely to seem more like a modern veterinary practice that is able to keep up with the changing technology.
Communication
Allowing your Millennial clients to communicate with you in ways in which they feel comfortable, will really appeal to them. Checking and responding to Facebook messages, having a chat feature on your website, texting clients when their pet is in surgery and email reminders are all ways in which your veterinary practice can stand out in the eyes of the Millennial generation. These are the ways in which this generation has grown up communicating. They would rather ask a quick question via chat, as opposed to picking up the phone and calling your practice. Texting a Millennial client and letting them know their pet is doing just fine in surgery, is a great way to ease their mind via a communication method that they know and love. Utilizing these methods of communication will draw new Millennial clients to your practice, and will keep the clients you already have, coming to your door.
Value
The Millennial generation does not just want to hear you sell them your products and services for their pet. Instead, they want to know the value behind those products and services, and want to see that you truly care about them and their pet. Greet them and their pet by name when they walk in the door and explain why their pet needs a certain vaccine. Community involvement is something that this generation values, and if your veterinary practice is involved, this shows that you value and care about animals and that you are committed to practicing kindness and compassion. So start engaging with your community and volunteering your time! If you are involved within the community already, be sure to display that on your website and post about it on your social media platforms.
As the Millennial generation is getting older, becoming pet parents and starting families, it is important to make sure they will be loyal customers to your veterinary practice! Updating social media frequently, incorporating texting into your client communication methods and engaging within the community are just a few ways in which you can appeal to Millennial clients and potential new clients.