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2.6 Generational Considerations

BASICS

2.6.1 Summary

Pet‐specific care is a concept that can revolutionize our approach to providing veterinary healthcare. However, in order to obtain client buy‐in, we must raise their awareness and understanding of this new approach. In veterinary medicine, we would typically refer to this as client education; all other industries would call this marketing. When marketing veterinary services, it is important to know the client signalment as well as the patient signalment.

Much research is available about marketing to different generations. From the aging Traditionalists and retiring Baby Boomers to the social‐media savvy Millennials and Gen Zers, with the Gen Xers in the middle, each generation requires significantly different marketing techniques. Each generation contributes its unique value to practice, but they all need to be pampered in different ways. Once you know the best way to attract each group, the next step is to gain their loyalty. Differentiated marketing can be done in ways that are simple and affordable and yield tremendous results.

2.6.2 Terms Defined

Traditionalists, Silent, Greatest Generation: Born before 1945, the “Depression Babies” influenced by the Depression and World War II.

Baby Boomers: Born 1946–1964, the “Woodstock Generation” influenced by Vietnam War, the 1960s and postwar social change.

Generation X: Born 1965–1981, the “Latchkey Generation,” products of divorced parents and major corporate scandals.

Generation Y, Echo Boomers, Millennials: Born 1982–1999, the “Entitled Generation” influenced by technology and doting parents.

Generation Z: Born after 2000, the “Facebook Crowd” influenced by a media‐saturated world.

MAIN CONCEPTS

The most effective way to market veterinary services is to customize the marketing strategy to target client demographics. Until a few years ago, you would have been right in thinking that differentiated marketing is for big business with big budgets. However, that is no longer true. The internet has become the great marketing leveler, allowing you to effectively customize your approach to marketing to different generations at affordable costs.

Client demographics are a major influence in buying behavior (see 5.4 The Changing Nature of Pet Owners). Individuals born at different points in time have distinct preferences in what they value, how they spend their money, and what advertising channels they use. Recognizing these behavioral differences in your clients is essential for maximizing treatment recommendation compliance. There are five distinct American demographics and although Generation Z has just begun to flex its consumer potential, they are in your practice today as new team members and will be the pet parents of tomorrow.

 Traditionalists: Respect authority, loyal, patriotic, excellent work ethic, stubbornly independent, dependable, advanced communication and interpersonal skills.

 Baby Boomers: Well‐educated, question authority, excellent teamwork skills, fiercely competitive, thrive on adrenaline‐producing assignments.

 Generation X: Independent, family‐focused, intolerant of bureaucracy, critical, hardworking, and socially responsive.

 Generation Y: Highly socialized, loyal, technologically savvy, socially responsible, and require work/life integration.

 Generation Z: Technologically dependent, closely tied to parents, tolerant of alternate lifestyles, involved in green causes and social activism.

2.6.3 The Silent Generation

This generation has 50 million consumers in the US. They displayed tremendous resolve to overcome the impact of the Great Depression and World War II. They seek value for money, comfort, and a sense of belonging. Many of them are active seniors and do not like to be regarded as old or dependent.

They did not grow up using computers and probably retired before using them in the workplace; many are still lairy of technology. Therefore, the best marketing tools are the traditional ones that are printed, on the radio, or via telephone as many of them still answer their phone when it rings. They are the least likely to make an impulsive purchase. They respond best to traditional marketing tools such as flyers, newsletters, and postcards. These materials should be in larger font for ease of reading, use proper grammar, avoid slang and contain a single image (one that conveys emotions) rather than a collage. They should contain polite greetings with sir, madam, Mr or Mrs. And provide them with a phone number to call rather than a website to visit.

2.6.4 Baby Boomers

Baby Boomers grew up during the American‐dream, white‐picket‐fence era post World War II. Comprising 76 million consumers in the US, this second largest demographic group represents individuals who focused on hard work, individualism, and social activism. They value trust, loyalty, and sense of community. Many Baby Boomers are retired or will be retiring soon. Baby Boomers have experience using technology. Most were in the workplace when computers were installed. Steve Jobs and Bill Gates are both members of the Baby Boomer generation, so members are generally comfortable using text messaging and other basic apps on their smartphones. The group still leaves and listens to voicemails. As their younger counterparts have taught Boomers how to use technology, this generation is slowly embracing it, with the vast majority utilizing Facebook to revive “dormant” relationships.

The Boomers do not enjoy Facebook ads clogging up their social media and would prefer to talk to real people. Boomers have the highest value as consumers in the market today and are more likely to splurge on items that are important to them (such as their child replacement pet as many are now empty nesters).

This group appreciates both traditional marketing (education) and twenty‐first‐century marketing. Baby Boomers appreciate the opportunity for face‐to‐face communication and having real humans answer the phone. However, when using other forms of marketing materials, it is important to include well‐written content without slang or hashtags, an appeal to their youth with references to “the good old days.” Solutions should simplify and improve their lifestyle. They are fiercely loyal, so having a practice app with a loyalty feature is very important, although this generation is least likely to make a purchase on their smartphone. In addition to using your smartphone app, Boomers will research product and services online and respond to email reminders and confirmations.

2.6.5 Generation X

Generation X is often referred to as the bridge between Millennials and Baby Boomers. Gen Xers number 65 million in the US and are now juggling child care, home ownership, and reaching the peak of their careers.

They grew up without the online shopping experience, so they still enjoy a trip in‐store, but have fully embraced online shopping as well. Generation X also has strong brand loyalty, particularly to those brands who give back. Members of Generation X will not accept your treatment recommendations because you ask them to, and especially not if you tell them that you are the expert and know best. Gen Xers are known for their research skills and will conduct extensive research before deciding. They often will not make decisions in the exam room and pressuring them to do so will not have a positive outcome. They do want you to tell them all of their treatment options, not just your “A” Plan. They will rely more heavily on reviews and client testimonials than your recommendation.

When preparing marketing materials, note that they do not want to read large amounts of content. Some will prefer email, and some will prefer traditional mail, and all will enjoy video content.

2.6.6 Millennials

This generation has taken over the workforce and at 80 million strong in the US, out‐number Baby Boomers. Millennials began entering the workforce as the economy crashed, and as a result are the largest generation of entrepreneurs. They are notoriously soft‐hearted and soft‐shelled, valuing social issues far ahead of economics. This generation is the most responsive to recommendations from friends and family and are motivated by shopping ease. They prefer experiences over things, so engaging them in hands‐on pet care while in the exam room is critical. They are not as loyal to brands as older generations, so it can be tricky to obtain long‐term buy‐in.

In order to fully engage Millennials, your practice needs to have a robust online presence with blogs, use hashtags, social media posts (Instagram and Snapchat), and lots of video, but avoid email. Apps that support pet photo contests and other activities are very desirable. Discuss the experience of pet ownership and support hands‐on pet care activities, rather than just “selling.”

Millennials love the next big thing, such as each new technology release. They also like to do what their friends are doing which is why they decide where to eat based on Instagram pictures. A great way to market to this generation is to make sure your online reviews and customer service experiences are up to par! As difficult as it is to obtain loyalty, once you have it, they tend to stick with you, so make sure your practice app supports your loyalty program.

2.6.7 Generation Z

The youngest generation that is beginning to develop its buying power is Generation Z, the iGeneration, or Gen Z. To get their attention, your practice needs to have a website that looks great on their phones and a significant social media presence. Be socially conscious and have clients (peers) share authentic success stories. What we know about this generation will continue to grow and evolve as they age.

EXAMPLES

At ABC Animal Hospital, there was a need for a client education handout and the two doctors there, instead of working together, each created their own handout. The Boomer doctor created a handout that touted the hospital's experience and extensive research into the subject and made one very detailed and specific recommendation to the client. The handout prepared by the Gen X doctor referenced recent research that supported a change in how this condition was treated and listed several potential treatment options. It provided links to numerous resources and supplied a list of questions you should ask your veterinarian or consider while researching the option that you felt would be best for your pet. Each doctor had created a handout that reflected their generation. Consider what it would take to make such a resource multigenerational.

TAKE‐AWAYS

 While generations may engage in the world differently, they all possess a common desire to be informed pet owners. It is important for us to communicate with our clients in a manner that allows them to easily absorb the information we are providing them.

 We must be accessible to our clients. When they reach out, we need to be able to respond back to them in a timely and effective manner. Many practices now have a “electronic” or “media” receptionist who is dedicated to monitoring all types of client communication whether it be via Facebook or email.

 Be authentic by thinking about what you'd want to know about if you were in their shoes. Be as open as you can, as in these times people crave transparency.

 Engage your audience and show them that you care about their opinion and feedback. Listen to their thoughts on making the pet ownership experience better and respond to them when they talk to you.

 Make sure that you have a plan in place to get important information in front of members of each generation. One topic may have a handout, a web page, and a blog post and remember to update them frequently. Not everyone responds to the same marketing approach so you must be age appropriate.

MISCELLANEOUS

Recommended Reading

1 Fromm, J. and Garton, C. (2013). Marketing to Millennials. New York: American Management Association.

2 Marston, C. (2010). Generational Insights. Mobile, AL: Generational Insights.

3 Marston, C. (2011). Generational Selling Tactics that Work. Hoboken, NJ: Wiley.