Many LASIK providers agree that the best time to perform LASIK surgery is between the ages of 25 and 40. This age range encompasses all Millennials (born 1981 – 1996) and the oldest of Gen Z (born 1997 – 2012). But is your marketing still geared toward Baby Boomers? These five tips will ensure you are making the most out of your LASIK digital marketing and reaching your target demographic.
Tip 1: Authenticity
Millennials and Gen Z consume far more digital content than the generations of their parents and grandparents. In one survey, 90% of Millennials said that authenticity was important when researching brands that provide goods and services, with 30% reporting they unfollow brands that feel inauthentic. When marketing your ophthalmology practice, make sure your target audience is seeing the real you.
Tip 2: Prioritize LASIK Digital Content
Gone are the days of direct mail. Gen Z spends an average of 3 hours on social media each day, while Millennials are spending roughly 2.25 hours per day scrolling. If you want to be noticed by these key markets, make digital marketing a priority, especially when Gen Z and Millennials are opting for ad-free streaming services over television and radio.
Tip 3: Make Sure Your Ophthalmology Content is Mobile Friendly
Did you know that Millennials own fewer desktop computers than Baby Boomers, and Gen Z owns fewer desktop computers than Millennials? Overall, both generations are far more likely to find your ophthalmology practice through their phone. For this reason, it’s imperative that your digital content is friendly across all types of mobile devices.
Along those lines – does your LASIK practice allow patients to set up appointments and consultations digitally? Nearly 75% of Millennials and Gen Z don’t like to make phone calls, with many stating they will avoid businesses that require them to pick up the phone.
Tip 4: Brand Values Matter
Millennials and Gen Z place more emphasis on the values of the brands they patronize than other generations. Does your digital marketing reflect the core values of your ophthalmology practice? Including a mission statement in your blog about who you serve or highlighting a group service day are both ways that you can gain the trust and interest from your Gen Z and Millennial clients.
Tip 5: Create Eye Catching, Interactive, and Time-Sensitive Content
With how much time these two generations spend online, it may feel overwhelming to win their attention. Your content should be eye catching and interactive whenever possible, by creating polls or asking questions. When advertising discounts, it’s all about FOMO (fear of missing out). Are you creating a sense of urgency with your promotions, or do they feel as though they will be around forever?
Ultimately, the Gen Z and Millennial markets are the largest consumers of digital marketing geared toward LASIK procedures, as well as the current target demographic. Understanding how to engage these markets in crucial when getting your ophthalmology practice noticed by new clients.