For every current or future owner of a dermatological practice, sooner or later questions arise such as: What are contemporary marketing strategies? Which measures are promising? A differentiated approach to target groups of different generations is worthwhile.
The market for aesthetic treatments is booming, and minimally invasive procedures such as botulinum and filler treatments in particular are increasingly in demand. As a patient, you are confronted with an unmanageable abundance of offers. All the more important nowadays as a dermatological practice in the field of aesthetic medicine is a contemporary Internet presence.
Cross-media measures as a success factor
A homepage is one of the “must haves” of marketing measures, explains Daniela Greiner-Krüger, MD, MediCorium, Oberursel (D), in her presentation at this year’s congress of the Swiss Society for Medical Laser Applications (SGML) [1]. It is a digital business card, whereby attention must be paid to a needs-oriented concept (“responsive design”) and optimized recognition in search engines (SEO analysis), the speaker emphasized. But conventional internal practice advertising (brochures, waiting room TV, etc.) is also still an indispensable marketing method, he said. But social media is becoming increasingly important in today’s world. According to Dr. Greiner-Krüger, electronic newsletters and/or Internet presence in the form of a weblog, Facebook, Instagram, YouTube channel, etc. are not absolutely necessary, but “nice to have”. This also applies to digital tools such as practice apps or online appointment scheduling.
The success of a marketing concept depends on generation and performance, the speaker explains. “Each generation is characterized by a specific pattern of values and an individual worldview,” she said. She highlighted the ways in which different cohorts of patients typically differ [1,2].
Post-war generation (1946-1955): a) Silver surfers: high level of media competence, positive basic attitude toward digitization and marketing on the Internet, b) Off-liners: little to no media competence, do not respond to online marketing
- Appropriate marketing strategy: do not label as “senior generation”; adapted language (e.g. avoid English-language technical terms); clear layouts; lots of pictures and information; do not rely only on newspaper and brochures (but also on e-mail/newsletters).
Baby Boomers (1956-1964): “This is one of the most important marketing groups right now,” says Dr. Greiner-Krüger. Having grown up in a world of economic miracles, this cohort is characterized by an idealistic attitude. Values: self-realization, quality of life and standard, health, freedom, education, solidarity; technological achievements: Television; communication medium in youth was the telephone.
- Suitable marketing strategy: Baby Boomers are slower to grasp technology – but want to be part of it and surf the Internet a lot, i.e. they are also well informed. This currently very important marketing group should not be forgotten online. You can reach them via email/newsletter or via a homepage. Presentation is very important for this target group, explains Dr. Greiner-Krüger. Baby Boomers also value reputation and reviews (titles, awards and positive reviews should be visible on the homepage)
Generation X (1965-1980): Basic attitude: skepticism; values: work as a means to an end, health, family, justice, self-development, progress. Grew up with VCR, PC, Walkman, CD; communication medium: e-mail, SMS/mobile.
- Appropriate marketing strategy: While e-mail/newsletters are already outdated for Generation Y and Z, Generation X responds primarily to newsletters via e-mail; also important: word of mouth.
Generation Y (1981-1995): Basic attitude: optimism; values: willingness to perform, self-realization, flexibility, development, mobility, performance; technological achievements: Internet, cell phone; Communication medium: SMS, Whatsapp.
- Appropriate marketing strategy: This generation responds primarily to online marketing. Furthermore, they rely on opinions of other and friendly customers; “No oversell” – not trying to oversell; want authentic advertising above all (e.g. on Instagram or homepage)
Generation Z (iGen, from 1995): Basic attitude: individualism; values: family, friendship, leisure, security, sustainability, innovation; technical achievements: smartphone, social media; communication medium and information procurement: smartphone.
- Appropriate marketing strategy: “To reach this generation, you have to be creative,” the speaker said. Generation Z is on social media a lot and well informed; a certain distrust of the generation Z requires authentic, comprehensible marketing; unique and entertaining marketing strategy; trends with potential for virality; videos and images: Get to the heart of message quickly, concisely and memorably.
“Aggregation of Marginal gains” theory
The founder of this concept, Sir Dave Brailsford, who was a very successful coach of various cycling teams, put forward the thesis that continuous optimization in small steps is a sustainable concept for success [1]. In the period from 2011 to 2017, he won a large number of competitions with his cycling team. “Aggregation of Marginal gains” means focusing on small improvements, in the form of 1% increases. Effective factors here are: continuous learning, continuous improvement, commitment, ownership/entrepreneurship, responsibility. In contrast to rigorous immediate changes, medium and longer-term positive effects can be achieved without provoking unnecessary turmoil. Part of this concept is, among other things, continuous measurement and monitoring of success-relevant parameters, whereby not only person-related but also environment-related aspects (e.g. technical infrastructure) should be taken into account. This theory is suitable, for example, to overcome a phase of stagnation in a company, the speaker explains. An important step in achieving marginal change is to define a specific set of measures. This can be formulated on the basis of a 10-point plan, which the speaker concretized using the example of change management in a practice for aesthetic medicine:
- Answer phone calls after 3× ring
- Waiting time less than 10 minutes: Notification by sms if appointment is delayed
- Ambience at the reception and in the consulting room: make it as pleasant as possible
- Additional chair in the consulting room
- Practical vision: everyone in the team should be pulling in the same direction
- Appearance of physician and staff (“corporate identity”, e.g. uniform clothing)
- Knowledge about the practice clientele
- Take away fear: e.g. address openly
- Examination: taking time for the patient
- Make sure that all questions are answered each time
Literature:
- Greiner-Krüger D: Marketing strategies in an aesthetic practice. Slide presentation. Dr. Daniela Greiner-Krüger, MediCorium, Oberursel (D), SGML 20 Laser&Procedures, Jan. 16, 2020, Zurich.
- Baier S: Employer Branding für die Generation Z – Empfehlungen für die Kommunikationsstrategie des externen Employer Branding anhand empirisch ermittelter Kernanforderungen der Generation Z an ihren Arbeitgeber, Bachelor thesis 2016, Hochschule Offenburg, https://opus.hs-offenburg.de/frontdoor/deliver/index/docId/1703/file/160804_Bachelorarbeit_SabrinaBaier.pdf
DERMATOLOGY PRACTICE 2020; 30(1): 39-40
