As previously mentioned, attracting new Gen Z patients to a dental practice can be challenging, as this generation has different expectations and preferences when it comes to healthcare and technology. However, by understanding those needs and preferences, dental practices can effectively market their services and create an experience that appeals not only to Gen Z, but anyone else predisposed to a modern, convenient and technology-forward environment. In this post, we will learn how to attract new Gen Z patients by modernizing your day-to-day operations.
Operational modernization checklist
Here are some additional ways a dental practice can attract new Gen Z patients:
- Make reviews a priority: I’ve previously written about the value of the online review. I guess if there’s one thing I stomp my feet and wave my arms over, it’s online reviews. Nowadays all patients rely on reviews when making decisions and therefore dental practices should actively encourage patients to leave reviews on sites such as Google and Yelp. Additionally, practices should respond to all reviews, both positive and negative, in a timely and professional manner.
- Offer flexible financing options: The economic stressors on Gen Z are real and complex. As a result, Gen Z patients are more cost-conscious than previous generations and are often looking for ways to finance their dental care. Offering new-to-market “buy now, pay later” financing options such as Sezzle and other third-party financing options can make it easier for Gen Z patients to pay for their dental services.
- Embrace technology: Gen Z patients are the most tech-savvy generation and expect to be able to interact with businesses through their smart devices. Dental practices can use technology to provide online appointment booking, virtual consultations, and even virtual reality to help patients understand procedures. Additionally, practices can also use social media to connect with Gen Z patients and offer them appointment openings, information on product sales and new procedure notifications.
- Offer a mobile-friendly website: A mobile-friendly website that is easy to navigate and provides all the information patients need to know about the practice can help attract Gen Z patients. This can include information about services, insurance options, and even a virtual tour of the office.
- Create a personalized experience: Gen Z patients are looking for a personalized experience. Of course all people want to feel like more than just a number. Dental practices can use patient data to create a personalized, end-to-end experience by tailoring their services to meet the individual needs of each patient. Consider custom email newsletters, digital treatment plans and digital patient care literature uniquely personalized.
- Use video and visual content: Gen Z patients are highly visual and prefer video and visual content over written content. Dental practices can use videos to explain procedures, show testimonials and even show off the office and staff.
- Use Influencer Marketing: Gen Z patients are highly influenced by social media personalities. Therefore, dental practices can use influencer marketing by partnering with local social media influencers to promote their services. This tactic can be highly effective, especially as emerging social content platforms like TikTok continue to grow! However, it’s important that the practice still follows CDSA ethics and guides.
- Offer virtual consultations: With the rise of telehealth, dental practices can offer virtual consultations. This new technology could make it convenient for patients to access dental care. Virtual consultations could provide follow-up care and for patients who have mobility issues or live in remote areas.
But paid referrals are no bueno
One tactic that I see come up regularly that I feel the need to address directly is paid referrals. Although this is a highly successful marketing practice in other industries, the CDSA has very clear rules on the topic. It is completely against the Code of Ethics. They state on page 13, section 9, (see last point, emphasis added by me): The Code of Ethics is unequivocal that a dentist must not use coupons or time limited offers…” “…For instance:” “Offering money or other gifts in exchange for a patient referral.33“ Which, then they cite (reference 33) Article B5 in the Code of Ethics. But, as I’ve already mentioned in point 1 above, there’s already a clear and straightforward approach via online reviews. Follow that, and you’ll have no problems.
Lean into it
In conclusion, attracting Gen Z patients to a dental practice requires a different, potentially unfamiliar approach. You need to understand the unique needs and preferences of Gen Z patients to provide an appealing personalized, technology-driven experience. Many of these activities can be a shared, group effort in your dental practice – and should be! However, you’ll get the best and most comprehensive ROI by hiring marketing expertise. Your next step is to drop me a note. I look forward to to building an executable strategy with you!
