6 Easy Ways To Kick Your Multi-Generational Therapy Practice Growth Into Overdrive
Do you rely on old-fashioned word of mouth to promote and grow your practice?
Maybe this approach is comfortable because it’s how you’ve always done things. Maybe the idea of digital marketing makes you feel uneasy. You might currently have a network of loyal clients from an older generation who fill your consultation books. So you question why using online marketing techniques would matter for your practice. Because, no two clients are the same and the point of marketing is not just to maintain your client base, but to grow it.
In order to do so, you must consider multi-generational marketing strategies to reach a broader range, and demographic, of clients in order to maintain and progress the success of your private therapy practice.
First, let’s talk about the elephant in the room…
Sticking to old-fashioned word of mouth is like clopping 100 miles on your horse and cart even though motor vehicles have been invented. While it might feel more comfortable — even “right” — it makes the process slower, harder, less efficient.
Given the countless people in need of your expertise — people who cannot find you by the word of mouth method — we can extend this metaphor further. Instead of waiting for a current client to bring a new client to you on their horse and cart, there is another option. What if an automated employee — a persuasive rapport building machine — drove a Greyhound bus filled with eager clients right to your practice door? Digital marketing is this bus.
Digital marketing enables you to reach a new audience. To connect with potential clients from younger generations, including Gen Xers and Millennials. If you want to have a vibrant practice into the future, this matters greatly. As confronting as it may sound, the generation who favors word of mouth is dying out. The Baby Boomers are no longer the largest group and its numbers are heading in one direction. An investigation conducted by the reputed organization, Pew Research, found:
Millennials, whom we define as ages 23 to 38 in 2019, numbered 72.1 million, and Boomers (ages 55 to 73) numbered 71.6 million. Generation X (ages 39 to 54) numbered 65.2 million and is projected to pass the Boomers in population by 2028.
The trajectory will obviously continue…
None of us are getting any younger. You may spend 50 years building a stellar reputation amongst the Baby Boomer generation, but if you want your practice to stick around for another 50 years, you’ll need to cultivate a younger client base too. That’s not to say that you shouldn’t retain and continue to engage with your established client-base. You absolutely should. They depend on the quality of your service. But dedication to this group isn’t mutually exclusive; connecting with younger generations is possible and wise.
Because technology is ubiquitous in the lives of younger cohorts, digital marketing is essential. Increasing your online visibility, creating a website and blog that builds rapport, and developing a social media presence are the new ways to fill your books. It’s like word of mouth on steroids; 24-7, 365 days a year.
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So, how do you use age-related marketing to expand your current client base?
6 easy ways to expand your client base through multi-generational marketing
There is no rigid rule book but there are sensible, proven steps. Here are our top five…
1. Know your client demographics
To tailor any message well, you must know who you’re speaking with. This is true whether communicating face to face or online.
So, take some time to research…
- What age, gender, socioeconomic bracket, background do you perfect clients share?
- What problems or conditions do they face? Do they have any particular needs?
- What language do they speak; what terms and phrases do they use?
In short, who is your perfect client and how can you speak directly to them?
FREE Gift: Unsure who your ideal client is? Complete our Ideal Client Worksheet to find out! We’ll also send you 3 free marketing tips based on your ideal client profile.
2. Understand your practice, your community, and your goals
Seeking intergenerational patients isn’t about “out with the old and in with the new.” It’s about expanding — adding to — what you currently do.
If your practice is well-established in your community, or you’re striving for this goal, focus on media strategies that will continue to engage clients of an older generation, while grabbing the attention of prospects from a younger generation.
For example, there are cross generational problems that benefit from your treatment: addiction, anxiety, depression, long term pain, loneliness, low self-esteem, relationship problems, significant illness, stress. Brainstorm what you do well and the areas of your practice you’d like to grow. Notice where your expertise is relevant across ages. This can become a multi-aged focus.
3. Seek/gain exposure
Speak on regional radio. Write a column in your local newspaper. Talk to community groups including those of varying ages. Sponsor a community sports group and a knitting club. And remember, the community doesn’t need to be strictly offline. When your practice is only face-to-face, targeting your local geographic area makes sense. But what if you offer telehealth consultations?
Consider the same first step: What cross generational problems do you wish to target? Again ask, how can you gain exposure?
Your social media platforms are a great place to start. Facebook has a broad age range of active users. As does YouTube and Pinterest. If you wish to speak to both older and younger generations, there is crossover here. There are platforms that won’t easily reach disparate age groups. Half of TikTok‘s users and a similar percentage of Instagram members are under the age of 34. If you want to stick with a single approach, focus on the places with the best odds: Facebook, YouTube, Pinterest included.
If you post on your website about a cross-generational issue, speak with common phrasing and words in an effort to woo readers across the age range.
4. Consider your language and approach carefully
Deeply consider how to tweak your message and approach to encourage both new groups and old to flood your books.
How you speak, the stories you tell, the language you use, the metaphors you share can speak to certain age groups and not others. You can stay the middle path (which can water down the impact) or you can choose to write a post specifically for an age bracket.
For example, “Over 60? How to find relief from depression, naturally” or “7 ways to deal with the quarter life crisis”.
Take some time to learn the approaches that best suit client demographics.
For example, older generations may give you, their therapist, complete power. Younger clients may wish to be intimately involved in their care and the decision making process.
How can you weave these factors into how you speak, write, plan, and provide therapy?
5. Know where your power lies
While Baby Boomers may respond better to personal referrals and traditional marketing methods. Millennials — who outnumber and outspend Gen Xers and Baby Boomers — are largely more accustom to connectivity, respond to social network marketing, and rely on the recommendations of friends and online research.
This means your power to sway Baby Boomers may lie in old school methods like brochures, letters, postcards, print advertising (including magazines and newspapers), radio, television, and proactively encouraging word of mouth referrals.
To influence younger generations, your power lies — at least in part — on your social media platforms and website. Post and interact often. Ensure great online ratings because reviews form an important part of their decision making process.
Ensure you’ve got the cross-generational basics nailed down tight:
- An interactive, uplifting social media presence that includes multiple platforms
- Modern and engaging, mobile-friendly website development and design
- Local and online community outreach
- Brand recognition through incredible content, branded website and social media, and becoming known as an expert in your field
- Email platform and marketing with a safe, secure, and branded HIPAA-compliant account
- The power of premium technology to make these basics (and more) possible
- Remember to add your personal touches
If this sounds a little overwhelming, breathe. There is an easy way.
At BrighterVision, we have been crafting branded, beautiful therapists websites for years. We include free Search Engine Optimization (SEO) so our clients’ websites get found on Google, Yahoo, Bing, and other platforms.
Plus, we’ve designed an ingenious blog and social media content creation tool that makes marketing a cinch. Keep multiple social media platforms up-to-date. Include practice branding with every post. Share pre-existing well-written blog posts designed to make an impact. We’ve also made everything editable so you can add your personal voice and touches. It’s as easy as point, click, relax! Called Social Genie, we know you’ll love it!
As Diane Brown from Kentfield, CA said, “It really worked for me and I was getting SO many calls!”
Ready to ramp up your Social Media Marketing?
Find out how Social Genie can help you!
6. Be patient and flexible
Understand that developing a cross-generational marketing strategy will be multi-faceted and may vary from practice to practice. It could take you some time to find your feet. This is natural and even expected, particularly if your knowledge in the tech space is underwhelming.
So, be patient with yourself. Remain flexible while you learn the basics, then progress. Enjoy the vast rewards.
Multi-generational marketing is easier than it seems and has the power to protect and explode your practice. We believe it is well worth the effort and so do our clients. As always, we are here to smooth the process.
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