Marketing Your Optometry Practice To Generation Xers

Dr. Gilbert Nacouzi

29 Jan, 2022

Marketing Your Optometry Practice To Generation Xers

Marketing Your Optometry Practice To Generation Xers

The goal of studying generational cohorts is not for stereotyping, however, it is to understand how to communicate and provide optometry products, services, and experiences that suit their needs and help progress in their lives. Generation Xers are generally defined as people born between 1065 and 1980. Generation X is the demographic cohort following the baby boomers and preceding the millennials. Generation Xers age between 42 and 57 which makes them the ultimate early presbyopic generation, but also the first generation to learn to use computers, tablets, and smartphones. Moreover, Gen Xers are beginning to take on leadership and executive positions and roles from baby boomers who are getting retired. Eye care providers have been in consulting Gen Xers for over 40 years so far and they have learned a lot from them.

Generation Xers are often portrayed as the neglected “middle child”, squeezed between baby boomers and millennials they have common traits and characteristics with both cohorts. The most important thing they have in common with millennials is that they embraced the digital world and social media in particular from all aspects. Gen Xers significantly contributed to creating the current digital world. They have brought the most valuated startups, the most used platforms, the most visited websites, and the most current social media platforms and marketplaces. The characteristics of Generation Xers include:

  • they are self-sufficient, results-oriented, hard-working, and quiet achievers;
  • they embraced entrepreneurship at large, they are independent thinkers but educated and life long learners as well;
  • they value diversity, they incorporate fun in the workplace, they are accepting and inclusive of others, however they change jobs more then baby boomers and they value being challenged, and pride themselves in taking responsibility at the same time;
  • They embraced all aspects of technology including digital and social media
  • They adapt and readily accept change in the workplace, the market, and its environment.
  • They are excellent spenders and love life. More than any other generation, Generation X likes to research while shopping online. They read more reviews and visit more opinion sites than any other generation and around half are motivated to make a purchase by coupons or discounts.
  • They value constructive feedback and look at it from different angle to provide well elaborate solutions and discussion;
  • Independent thinkers and achievers who dislike being micromanaged and prefer hands-off management style because they like to accomplish things on their own terms;

Like baby boomers, Generation Xers have jobs to be done, needs to be fulfilled, and constraints to be lifted. They respond to specific marketing channels that baby boomers and millennials respond to, however, unlike baby boomers, Gen Xers spend time searching every channel for authentic offers and value. Among them:

  • Television as well as online TV streaming;
  • Signs in malls, and leaflets;
  • Email marketing as well as instant messenger;
  • Search (PPC, SEO and content (inbound) marketing) over viewing ads on videos watched on YouTube or Sponsored Ads appearing on Facebook, Instagram, and other social media platforms;
  • Search and read Product Reviews;
  • Mobile is now their preferred mean for online shopping;
  • They read digital press, conduct conferences, and take online courses on mobile devices.

Marketing to Gen Xers shouldn’t be difficult as you start to learn and understand how their motives and characteristics drive them to fulfill those jobs that rise in their lives:

  • Generation Xer are brand loyal therefore you should offer them loyalty programs and build brand trust. In fact you should transform them from brand aware to brand advocates too;
  • Use video engaging content to describe your products and services and well as to annouce events eye health observances, precautions, and recommendations. Each video should be a call of action to schedule and appointment, purchase a product online, or subscribe to a service;
  • Your website should provide a seamless Online Shopping experience. Details about every product and service should be clear and instructive, shopping cart should be easily accessible through a one-click, privacy policy and return policy should be detailed, and payment should be secured.
  • Create seamless loyalty program experiences that enable rewards accumulation, unlocking new services and products through coupons, special events, early payment, and bundled deals.