Marketing to millennials, sometimes called the selfie generation, can be a shoo-in for aesthetic practices.
Why? Millennials are happy to share.
While Generation-Xers, baby boomers and older generations were unlikely to want to share cosmetic procedure experiences, millennials, from about ages 21 to 37, not only tell their friends and family, but also their social media networks, according to Tom LaVecchia, president of X Factor Digital Marketing.
“Research shows that two-thirds of millennial patients are comfortable sharing their [cosmetic procedure] results,” LaVecchia says. “Obviously you still need consent for the doctors’ social media postings. But most millennials will gladly post on their own social media, without asking for anything for it. They’re happy to do it, because they’re part of an Uber mindset. They tend to share and over-share their experiences, and plastic surgery is no different.”
Today’s coveted millennial patients are having not only rhinoplasties, breast surgery and liposuction, but also filler and botulinum toxin injections, according to statistics.
To create social media marketing campaigns to reach the younger set, aesthetic physicians should first understand their own personality types and ultimate comfort level with social media; then, they should focus on a campaign that is congruent with their practices and that connects with these younger patients, according to LaVecchia.