If you’ve been in practice since 1995 or earlier, that was before cellphones were invented, when CDs were banking lingo, Apple was a fruit, surfing was a sport, and a mouse was an animal.
And during the past two decades, you’ve likely witnessed a shift from health complaints from lower back pain to neck and upper back pain. These ailments are also impacting the nation’s workforce.
We are currently living in an era of change, at a speed that challenges adaptation. But this wave of technology, along with speed and comfort, has also brought some side effects that if neglected can have devastating effects on everyone.
Four generations at once
We live at a time when we are able to communicate and connect with four generations at the same time: baby boomers, Generation X, Generation Y (or Millennials), and Generation Z. If you have a smartphone, you are already in the circle.
The common denominator between these generations is technology. Smart devices have become integrated in nearly everyone’s daily activities of living, almost without their realizing it. You’ve likely noticed that you can leave your house and forget your car keys or wallet, but you probably won’t forget your smartphone.
Millennials (18 to 34 year olds) constituted one third of the U.S. population in 2013, and by 2016 they surpassed the baby boomers. Their constant connection to mobile phones, laptops, and tablets, however, may cause them short- or long-term physical and mental health problems.
According to the U.S. Census Bureau, there are currently 83 million Millennials, and 90 percent of them use social media daily. Did you know that Millennials log at least nine hours of screen time every day? This is a recipe for repetitive stress injuries and musculoskeletal disorders.
This generation is your most valuable market, because they are the movers and shakers of our economy and are setting the stage for a world with no borders.
Meet your market
In your business, do you know your customer acquisition cost and the lifetime value of your customers?
Knowing your market allows you to adapt, mold, reform, reshape, and be successful through changing times. It’s what enables you to achieve your professional goals.
Millennial (being followed by Gen Z) are the ones who typically have insurance or cash to spend on their health. Most of them shop online, ask their friends for recommendations, and look for product reviews.
- Are you supplying what this market demands?
- Is your practice promoting online awareness of your products?
- If you offer posture supports, would Millennials find them fashionable?
- Do you offer alternatives to big bulky medical devices?
Are you keeping up with the trends and demands of your market? To deliver the right services, you need to know the mindset of these 83 million shoppers.
Millennials have certain distinct characteristics:
- They tend to take jobs that are in alignment with their beliefs and purpose in life rather than for
- They tend to be multitaskers and they like to be autonomous, so they can create and have fun.
- They like to be engaged; they like to be
- They shop for quality items at an attractive
- They are highly attracted toward cultural and social events.
Putting it into action
Now let’s see how that translates into doing business. We know that the average Millennial spends an average of nine hours on a computer, whether a smartphone, laptop, desktop, or tablet—and often more than one at same time. This daily activity puts them at risk for such computer-related symptoms as:
- Neck pain,
- Upper back pain, and
- Shoulder pain.
And given their habits, they will naturally search the web for a solution. The smart practitioner will have a site that engages, entertains, and educates, while offering the product needed. They are searching for what you can provide, and price is not necessarily an issue for Millennials as they like to spend money. It’s the quality and the purpose of the purchase that matter to them more.
Take neck and upper back pain: You can offer Millennials advice about how to sit at a desk or give them a health survey to fill out. Asking such questions as “Where is your pain?” and “What are your symptoms?” will keep them entertained and engaged. Then offer a solution, a coupon, or schedule them to visit your office.
The sales cycle for Millennials is quite different than the sales cycle for baby boomers; they want fast relief today, and they will review and rate your service on social media.
As mentioned, Millennials are attracted toward cultural and social events. Your practice can take advantage of this by throwing a customer appreciation week, or having a product speaker visit your practice to give a talk. Promote these kinds of events to your Facebook page or local groups that you’re affiliated with. You can specifically target Millennials who are suffering from neck or upper back pain, or have questions about posture care.
The lifetime value of the Millennial generation is between 30 and 40 years. If you’re concerned about the health and success of your business in the future, consider marketing to Millennials. The acquisition cost for this demographic can be far less than advertising on TV, radio, magazines, or flyers.
Romina Ghassemi, DC, is a graduate of California State University at Los Angeles and has specialized in biomechanics and spinal correction. Her private practice advocates for better posture and health. in 2014, she received the innovative Award from Medtrade and home healthcare. She can be contacted at firstname.lastname@example.org or through bax-u.com.