By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
Health Works CollectiveHealth Works CollectiveHealth Works Collective
  • Health
    • Mental Health
    Health
    Healthcare organizations are operating on slimmer profit margins than ever. One report in August showed that they are even lower than the beginning of the…
    Show More
    Top News
    bowl of vegetable salad
    Raw Foods: benefits and harms
    November 9, 2021
    pros and cons of the keto diet
    Read This Before You Follow the Keto Diet
    May 18, 2022
    spinal cord injuries
    4 Potential Causes of Spinal Cord Injuries (and How to Seek Compensation)
    May 25, 2022
    Latest News
    Grounded Healing: A Natural Ally for Sustainable Healthcare Systems
    May 16, 2025
    Learn how to Renew your Medical Card in West Virginia
    May 16, 2025
    Choosing the Right Supplement Manufacturer for Your Brand
    May 1, 2025
    Engineering Temporary Hospitals for Extreme Weather
    April 24, 2025
  • Policy and Law
    • Global Healthcare
    • Medical Ethics
    Policy and Law
    Get the latest updates about Insurance policies and Laws in the Healthcare industry for different geographical locations.
    Show More
    Top News
    4 Reasons Why Medical Device Compliance Matters
    May 22, 2020
    What To Know About The Importance Of Healthcare Marketing
    November 23, 2019
    healthcare courses
    6 Supplemental Courses in Healthcare to Support Your HR Degree
    August 20, 2021
    Latest News
    Building Smarter Care Teams: Aligning Roles, Structure, and Clinical Expertise
    May 18, 2025
    The Critical Role of Healthcare in Personal Injury Recovery: A Comprehensive Guide for Victims
    May 14, 2025
    The Backbone of Successful Trials: Clinical Data Management
    April 28, 2025
    Advancing Your Healthcare Career through Education and Specialization
    April 16, 2025
  • Medical Innovations
  • News
  • Wellness
  • Tech
Search
© 2023 HealthWorks Collective. All Rights Reserved.
Reading: Bridging The Gap In Multi-Generational Medical Marketing
Share
Notification Show More
Font ResizerAa
Health Works CollectiveHealth Works Collective
Font ResizerAa
Search
Follow US
  • About
  • Contact
  • Privacy
© 2023 HealthWorks Collective. All Rights Reserved.
Health Works Collective > Business > Bridging The Gap In Multi-Generational Medical Marketing
Business

Bridging The Gap In Multi-Generational Medical Marketing

Larry Alton
Last updated: February 5, 2021 8:51 am
Larry Alton
Share
7 Min Read
Bridging The Gap In Multi-Generational Medical Marketing
SHARE

When trying to build your medical practice, the idea is to play to your niche. This is easy if you work in a highly focused field such as geriatrics or optometry, but when your target patient population grows, your approach needs to become more expansive. Branding that appeals to millennials is unlikely to hold the same draw for seniors, while pitching your practice to parents for their children is different from selling it to parents themselves. So what is the happy medium? To encompass the whole of your audience, your practice needs to think in a big picture way, structuring each public gesture to draw some segment of the community in closer. Here are 4 approaches that can help you grow your practice and increase patient retention across consumer groups.

Contents
Focus On FamilySpot Trouble PointsCreate ConfidenceForget The Gimmicks

Focus On Family

There?s a reason general practitioners who see patients of all ages are said to practice ?family medicine.? In the past, people had a family doctor who everyone in the household might see from cradle to grave ? or at least until their doctor retired. Now, though, we have so many sub-specialties that people see different doctors at every age and for every body system. Still, using the language of family medicine can strike the right chord. The one challenge with branding yourself as a family practice in the age of specialization is that patients don?t always understand what?s offered. The trick, then, is to break down even the individual family into niches. Family Braces, a Canadian dental practice, specifically highlights what they offer at every age, from interceptive orthodontics for young children to Invisalign for adults and teens. Traditional medical practices can do this too by emphasizing well-child visits for pediatric patients, sports physicals for teens, and annual blood pressure and cholesterol checks for adults. Patients need to be able to identify a specific service suited to their needs if they?re going to visit your practice.

Spot Trouble Points

One of the most powerful ways to approach multi-generation marketing within the medical field is to appeal to problem spots for specific populations. The fact is that, despite the nearly endless choices available to patients, many have had negative experiences in the healthcare system. Hearing that their experiences matter in your practice is sometimes all it takes. What does this look like in practice? Historically, many Black Americans have been experimented on and lied to by the medical establishment, resulting in generations of suspicion passed on through families. As a result, the NIH has committed $230 million of their annual budget to outreach in historically underserved communities. This includes going directly to those communities, advocating for personalized healthcare approaches, and actively seeking to build trust. Your practice can do this closer to home ? and on a smaller budget. There are countless communities that feel less than well cared for by the current healthcare system, so think broadly. For example, millennials have taken a lot of flack in the press for just about everything, which doesn?t make them the most trusting population. Marketing to millennials, for example, and specifically to millennial parents can really benefit from an emphasis on trust. Millennial parents are under a lot of pressure to hit all the right marks because they?re parenting under the pressure of social media, circumstances entirely unlike prior generations. You can flip this model and make your practice?s online presence a counter-influence.

Create Confidence

Most medical marketing strategies revolve around the pharmaceutical and medical device industries. However, medical practice marketing is equally important. Small practices face a number of challenges that large HMOs and drug companies don?t have to worry about, which need to be taken into consideration with their branding strategies. Staying current is a key part of building patient confidence, even among older patients who tend to be wary of change. That?s because we understand time and progress to be associated with better healthcare outcomes. It?s why patients want to see a modern waiting area, experience new technology, and hear about new research. And with younger patients, the same applies to your website. If your website looks out of date, the immediate assumption will be that your knowledge and care practices will be too.

More Read

digital health
10 Digital Health Mavens to Watch – And Why We Need You to Pick Yourself
Why Can’t The Market for Medical Care Work Like Cosmetic Surgery?
The Benefits and Value of CARF Accreditation
Having Insurance Doesn’t Always Pay: The case of the $1,700 mammogram
Selling Insurance Across State Lines

Forget The Gimmicks

Ultimately, there?s one thing you can rely on in multi-generational marketing, no matter your healthcare niche ? the power of service. So many doctors build their practices via word of mouth, based on how doctors treat their existing patients. Current patients do all the advertising. On your part, then, your focus should be on getting the little details right. Make sure you offer appointment reminders through various channels ? phone calls for older patients, texts or emails for younger ones, send birthday cards or emails to patients, and make a point of welcoming new patients with care. These little details make patients feel like they matter and it bridges all of the points above. To build a multi-generational medical marketing, think about what you want for your own family and then play to those points. From diversification of services to building trust and confidence among your patients, healthcare is about connection as much as it is about medicine.

Share This Article
Facebook Copy Link Print
Share

Stay Connected

1.5kFollowersLike
4.5kFollowersFollow
2.8kFollowersPin
136kSubscribersSubscribe

Latest News

Do You Grind Your Teeth at Night? Here’s How Night Guards and TMJ Treatments Can Help
Do You Grind Your Teeth at Night? Here’s How Night Guards and TMJ Treatments Can Help
Dental health
May 21, 2025
The Secret To A Confident Smile: Top Tips For Better Teeth
The Secret To A Confident Smile: Top Tips For Better Teeth
Dental health
May 21, 2025
Clinical Expertise
Building Smarter Care Teams: Aligning Roles, Structure, and Clinical Expertise
Health care
May 18, 2025
Grounded Healing: A Natural Ally for Sustainable Healthcare Systems
Grounded Healing: A Natural Ally for Sustainable Healthcare Systems
Health
May 15, 2025

You Might also Like

BusinessHealth ReformPolicy & Law

Too Few Primary Care Physicians

April 29, 2013

Are Epiphanies the Key to Fixing Healthcare?

March 2, 2015

HOW MUCH IS THAT? I’m not the only one who thinks that’s a great healthcare question …

November 13, 2012
AMN Healthcare’s 2013 Survey of Social Media and Mobile Usage by Healthcare Professionals: Job Search and Career Trends, is a follow-up to two prior surveys in 2010 and 2011. It provides hospitals and other healthcare organizations, along with leaders in the field, with an inside look at clinicians’ job search methods, career development activities and social media practices, as well as how their behaviors have changed over time.
BusinesseHealthHospital AdministrationSocial Media

HCP Use of Social Media for Recruitment [INFOGRAPHIC]

April 5, 2014
Subscribe
Subscribe to our newsletter to get our newest articles instantly!
Follow US
© 2008-2025 HealthWorks Collective. All Rights Reserved.
  • About
  • Contact
  • Privacy
Welcome Back!

Sign in to your account

Username or Email Address
Password

Lost your password?