Look at media platforms that cater to reaching millennials and create chiropractic and health care content that caters to their interest
A recent survey by The Harris Poll found that out of 2,000 American adults, 52% between the ages of 25-32 would be more apt to visit a doctor of chiropractic for neck and back pain over a primary care doctor or other medical doctor. Reaching millennials (born 1981-96, or age 26-41) should be a marketing target for your practice.
“After more than two decades of the nation’s opioid crisis, it is not surprising that younger Americans would choose effective, drug-free, and non-invasive chiropractic care to manage neck and back pain and avoid risky and costly surgical approaches,” Sherry McAllister, DC, president of the Foundation for Chiropractic Progress, said last year. “Not only is chiropractic care safer, but research has shown time and again that patients of all ages who visit a DC have fewer opioid prescriptions and less usage.”
Strategies for reaching millennials
Millennials may be seeking care for injuries from sports, pain as a result of planet-friendly commuting (bicycles, skateboards, or on foot) or managing back or arm issues from less-than-ideal home office setups.
As a result, you should have a strategy for reaching millennials and encouraging them to schedule a visit:
Think phone first. Millennials use their phones for more than calls and texts. Make sure your website design or blog pages caters to mobile devices, or you could be alienating a potential customer from the start.
Add user-created content. User-created content is content that has been posted by your clients on social media or other online platforms. If your happy customers are talking about you, ask for permission to share or post on your website. Ask for reviews or referrals, create video, podcasts, or a short audio message by millennial clients who are willing to tout your services. Always make sure the content is in line with your brand or messaging.
Understand millennial interest. Where would your potential customer base be found? What type of consumers are they? Millennials could be into sports such as cycling, soccer, or SCUBA diving. They might be part of the wave of entrepreneurs working from home. Look at media platforms that cater to reaching millennials and create content that caters to that interest.
Social media and causes
Utilize social media. Once you have found your potential customer base, create a platform where you can offer engaging content. For instance, your SCUBA-diving millennial may benefit from a few easy exercises to do after a dive. Drop informational memes into Instagram, have regular one-minute “Why does this hurt?” videos on Twitter or TikTok, and post educational posts in public Facebook SCUBA-diving groups. Look at platforms that are favorites of millennials, such as Google and YouTube.
Support social causes. What are your favorite local or national charities? Millennials are aware of social issues and have emotional ties to many causes, such as sustainability, animal rights, food insecurities, and anti-racism. Identify the organizations that are relevant to your business and personal beliefs. Millennials will likely become loyal to practices that support their causes and are visible in the community.
Include them. Interactive content that educates, informs or shares an emotional story with a successful outcome are popular with millennials. Include polls, infographics, success stories, and fun content that engages and encourages sharing.
“Millennials seem to be the hardest demographic to understand,” writes Tommy O’Shaughnessy for the American Marketing Association on reaching millennials. “Their online media consumption and sentiment toward online advertising is ever-changing — indeed, they could aptly be referred to as ‘the motion generation’ … Although this generation has its idiosyncrasies, millennial marketing is not such a hard nut to crack. Millennials crave content that feels valuable, honest, personal and sticks out from the rest of their feeds.”