Understand Generational Differences to Help More Patients in 2012

How will you help more patients and increase patient satisfaction in 2012? One key is ensuring you understand and communicate with patients of different generations in terms that match their preferences. Here are some insights.

Traditionalists (age 66 – 89) Defining traits: Believe in financial security and

delayed gratification.

Decision-making: They trust the doctor to make the best decision for them and will respect expert testimonials. Address them formally (Mr./Mrs.) and in writing, but never generically (“Dear Patient”).

Spending: They are cash-flow stable and appreciate a pre-pay discount.

Baby Boomers (age 46 – 65) Defining traits: Idealistic, individualistic — and don’t want to age.

Decision-making: Want to know “What’s in it for me?” Must be involved in the decision and may ask your entire team for opinions. Need to feel they still matter, so allow them to express preferences.

Spending: If they believe they need it, they will buy it. They appreciate financial options and are accustomed to large fees being presented in terms of monthly payments.

Gen X (age 31 – 45) Defining traits: Self-reliant, cynical and cautious.

Decision-making: They comparison shop, want proof of benefits and don’t want to feel “sold.” Convince them of the problem and why you can deliver the solution.

Spending: If they want it, Xers will find a way to afford it. The option to pay over time lets them get what they want immediately, while giving them time to pay for it.

GenY(age11–30) Defining traits: Inventive, optimistic, tech-savvy and “entitled.”

Decision-making: Want information, but don’t want to be told what to do — they must make the decision. Strongly influenced by peer recommendations: leverage referrals and social media (e.g., a Facebook page for your practice).

Spending: They have a large disposable income (sometimes from their grandparents), but love coupons and contests.

To discover more ideas, tools and resources that can make communicating with your patients easier and more effective — see inside.

Lisa Philp is president of Transitions Group North America, which has provided full-service coaching to the dentistry industry for over 25 years. Lisa has personally coached more than 2,000 dental teams. As a speaker, she is an authentic, engaging communicator and delivers hundreds of keynote presentations across the continent. She can be reached at transitionsonline.com.