Understanding Understanding Today’s GenerationsToday’s GenerationsWe need to speak in their We need to speak in their

languageslanguages

Now is the first time in Now is the first time in American history where American history where four generations have four generations have worked side-by-side in worked side-by-side in the workplace.the workplace.

Where do you fall on Where do you fall on the Generation the Generation Timeline:Timeline: MatureMature 1909 – 1945 63+ 1909 – 1945 63+ “ “the depression babies”the depression babies” Baby BoomerBaby Boomer 1946 – 1964 44- 1946 – 1964 44-

62 “the ME generation”62 “the ME generation” Generation XGeneration X 1965 – 1978 30- 1965 – 1978 30-

43 “the slackers and skeptics”43 “the slackers and skeptics” MillennialMillennial 1979 – 1988 20- 1979 – 1988 20-

29 “the spoiled brats”29 “the spoiled brats”

Let’s take a look at:Let’s take a look at: BackgroundBackground Driven byDriven by ViewsViews As consumersAs consumers ApproachApproach PresentationPresentation

Then let’s relate to our Then let’s relate to our offices:offices: The new patient phone callThe new patient phone call The financial presentationThe financial presentation SchedulingScheduling Treatment presentationTreatment presentation

Background:Background: Depression, Pearl Harbor, WW IIDepression, Pearl Harbor, WW II

Civil Rights, MLK/Kennedy’s, Viet NamCivil Rights, MLK/Kennedy’s, Viet Nam

Scandals, impeachments, divorces, taught to Scandals, impeachments, divorces, taught to question authority, 1question authority, 1stst generation told they generation told they would be less successful than their parentswould be less successful than their parents

Never known the effects of depression, Never known the effects of depression, technology gurus, experienced attacks on US technology gurus, experienced attacks on US soil, the most over scheduled youth in historysoil, the most over scheduled youth in history

Driven by:Driven by: Duty, sacrifice, loyaltyDuty, sacrifice, loyalty Prosperity, bases all on the job Prosperity, bases all on the job

and hours spent at itand hours spent at it Information, will only trust their Information, will only trust their

own decisionsown decisions Less stress, open communication, Less stress, open communication,

balancebalance

Views:Views: Collective whole that must work together, not about Collective whole that must work together, not about

me, timeliness, productivity, with money it’s put it me, timeliness, productivity, with money it’s put it away or pay as you goaway or pay as you go

Team-oriented, relationship building skills critical for Team-oriented, relationship building skills critical for success, expect loyalty, with money it’s buy now pay success, expect loyalty, with money it’s buy now pay laterlater

Want structure and direction, work smarter not harder, Want structure and direction, work smarter not harder, loyalty to people not companies, with money, they will loyalty to people not companies, with money, they will spend but do not want to buy the wrong thing, more spend but do not want to buy the wrong thing, more cautiouscautious

Multitaskers, will seek mentors to reach goals, seek job Multitaskers, will seek mentors to reach goals, seek job fulfillment, value extreme funfulfillment, value extreme fun

As consumers:As consumers: Place faith in institutions, value quality over speed Place faith in institutions, value quality over speed

since everything was built to last, do not require fancy since everything was built to last, do not require fancy options or customizationoptions or customization

Demand products and services that provide status, Demand products and services that provide status, hopes the products will regain control over their time, hopes the products will regain control over their time, mixed review on technology but most forced into itmixed review on technology but most forced into it

Do not like hype – don’t sell to them; like control and Do not like hype – don’t sell to them; like control and controls; care what people think – can be conservative controls; care what people think – can be conservative in buyingin buying

Brand conscious; technology driven; may lack credit; Brand conscious; technology driven; may lack credit; wish to exhibit self-esteemwish to exhibit self-esteem

Approach:Approach: Earned the right to be set in their ways, always ask Earned the right to be set in their ways, always ask

about anythingabout anything

Want to be in control, want to know we are on the Want to be in control, want to know we are on the same team, will seek out advice from parents and same team, will seek out advice from parents and team membersteam members

Can spot a phony, do not want to be sold to, want Can spot a phony, do not want to be sold to, want control to make decisions and use technology to get control to make decisions and use technology to get information, only seek knowledge from you and will information, only seek knowledge from you and will ask “Why?”ask “Why?”

Need praise, recognize their accomplishments, have Need praise, recognize their accomplishments, have been told they are specialbeen told they are special

Presentation:Presentation: Expect quality, not impressed with technology, match their Expect quality, not impressed with technology, match their

definition of quality, testimonials from reputable people, want definition of quality, testimonials from reputable people, want proven solutions, want to maintain youth not cater to agingproven solutions, want to maintain youth not cater to aging

Look for help on how to spend their time wisely, they don’t Look for help on how to spend their time wisely, they don’t want to know how it works – just that it does, want want to know how it works – just that it does, want customization – ask what it should becustomization – ask what it should be

Not interested in long-term guarantees, they are realistic not Not interested in long-term guarantees, they are realistic not pessimistic, be up front and honest if there is the possibility pessimistic, be up front and honest if there is the possibility of something not working outof something not working out

Just want to be happy, no financial distress, look to product Just want to be happy, no financial distress, look to product and services to feel better about themselves, like instant and services to feel better about themselves, like instant gratification, like testimonials that are unique to them, may gratification, like testimonials that are unique to them, may need to be guided with decisionsneed to be guided with decisions

The new patient phone The new patient phone callcall If you only offer to email/online to the Matures, If you only offer to email/online to the Matures,

just a fancy office with fancy pricesjust a fancy office with fancy prices

Some boomers might be thinking - I really have Some boomers might be thinking - I really have to figure out how to use my computer.to figure out how to use my computer.

If you just want to mail to the GenX & If you just want to mail to the GenX & MillennialsMillennials, , ‘snail mail’ what kind of office is this?‘snail mail’ what kind of office is this?

Try asking the patient: “Would you like me to Try asking the patient: “Would you like me to mail, fax, or email you the new patient mail, fax, or email you the new patient information packet? You can also go online to information packet? You can also go online to our website.”our website.”

The financial The financial presentationpresentation Mature – put more emphasis on the savings or Mature – put more emphasis on the savings or

courtesy they would get if paid up front. They courtesy they would get if paid up front. They have money, pay as they go, like to save have money, pay as they go, like to save money.money.

Boomers – emphasis on financing options; buy Boomers – emphasis on financing options; buy now pay later thinkingnow pay later thinking

GenX – present all the options and shut upGenX – present all the options and shut up

Millennials – most will prefer to finance but Millennials – most will prefer to finance but credit history may be limited. May suggest a co-credit history may be limited. May suggest a co-signer like a parent.signer like a parent.

SchedulingScheduling Matures are flexible and many like to Matures are flexible and many like to

spread treatment outspread treatment out

Boomers want as few visits as possible Boomers want as few visits as possible since they are workaholicssince they are workaholics

GenXers will come up with their own planGenXers will come up with their own plan

Millennials are used to instant resultsMillennials are used to instant results

Treatment Treatment presentationpresentation Matures – put emphasis on institutions, higher Matures – put emphasis on institutions, higher

education; so emphasize the Doctor’s advanced education; so emphasize the Doctor’s advanced education. Talk about quality and longevityeducation. Talk about quality and longevity

Boomers – everything should be customized; focus on Boomers – everything should be customized; focus on relationships; they are part of team working togetherrelationships; they are part of team working together

GenXers – give information including anything bad GenXers – give information including anything bad that could happen; get out of their way; do not sell to that could happen; get out of their way; do not sell to them; provide visualsthem; provide visuals

Millennials – provide a stress-free solution that has Millennials – provide a stress-free solution that has personal relevance to them. Admire them as personal relevance to them. Admire them as individualsindividuals

No matter how we use this information the bottom line is that you have to love your patients – from your heart, your head, and your hands. The results will be better relationships, happier patients and team, and increased case acceptance.