January 10, 2008
"GLOBAL TWEENS" In the Current Orthodontic Market Place
Today’s children are increasingly aware and well informed, and have become decision-makers in their own right. “Global Tweens” between the ages of 8-14 are much more sophisticated and savvy than prior generations. They are the first generation to be raised totally in the digital age of computers, DVD’s, ipods, cell phones, text messaging and the ever expanding Internet. It is easy to underestimate their highly developed preferences and the effect they have on global marketing, especially since they do not like being treated like children and play a big part in the decision making process, along with their parents.
"Global Tweens" aren't concerned about the cost or quality of treatment. They are concerned only with their orthodontist being on the “A” list. Gone are the days of most parents making a decision based solely on the recommendation of their general dentist. Parents today listen to recommendations of friends, what their child wants and also who their dentist recommends. They often schedule more than one new patient consultation. If the parents are relatively comfortable in both offices and you are not on their child's "dream team" list, guess what?? You lose!! If parents are going to spend upwards of $4500 to straighten their kid’s teeth, they want to be sure their child is happy and motivated to cooperate with their final choice of treatment provider.
How do you market to a “Global Tween”? Easy….surround them in a comfortable and friendly environment that both they and their parents will enjoy. Here are a few suggestions:
- During the initial phone contact and mail correspondence, highly recommend viewing your interactive website that teaches them about orthodontics, what the office looks like and what to expect before their first appointment. Fun games and the ability to switch computer generated colored locks, on virtual braces, is a great way to get their attention.
- Hook up an online computer in the reception area that they could surf on the Internet, (child lock software, of course) watch DVD’s in the movie room (G or PG, to please the parents) or play non violent games in the video arcade, while waiting to be escorted to their treatment chair by the operatory assistant.
- Toss in flat screen TV’s (age appropriate content only) in the treatment area, monthly contests with the possibility of winning money for a shopping spree to the mall, and you have a winner.
- Top it off with a fun and friendly orthodontic team and a chair at each treatment area for the parent to monitor the appointment and easily ask questions of doctor and/or operatory assistant.
Voilá…. you now have the basics of a winning combination!
You may think I am exaggerating, but think about the most popular orthodontic practices in your area, or better yet, in the country. These practices are featured frequently in orthodontic publications. If you decided that the added whistles and bells are not necessary in your marketing plan to provide quality orthodontic care to your patients, you are right. But to a Global Tween, your target market …. think again!
The choice is yours. It's time to make a decision. Be a successful Orthopreneur™.
About the Author: Mary Kay Miller has over 30+ yrs "hands on" experience in practice management and marketing as well as 10 years in Internet marketing for professional practices. As founder of Orthopreneur™ Marketing Solutions, she specializes in cutting edge SEO Internet marketing tactics synergistically melded with unique internal and external marketing strategies which allow doctors and their teams to market smarter, faster, and with less effort.
Her 100 page multi-media eguide, "Marketing Your Practice Through Different Eyes" is available as a FREE download on her website http://www.orthopreneur.com for marketing savvy doctors and team members that want to take their practice to the next level with increased patient referrals.
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Comments on "GLOBAL TWEENS" In the Current Orthodontic Market Place »
Hi Mary,
I had the privilege of taking my 11 year old nephew to the orthodontics a few weeks ago. This same boy who had cried during his first few visits because he did not want braces was now telling me that he was going to have alternate colors on each tooth.
But I just wanted to say that I am so with you when it comes to appealing to teenagers because once you were inside the practice, there was little to do, we were delayed by 20 minutes but the staff were friendly.
What I saw in the waiting room was the same boring leaflets I could find in my dental practice and a showcase with the same boring display of toothbrushes, toothpastes and dental floss. The TV was the cheapest and smallest they could find and both my nephew and I were bored.
What was clear to me was that they were still trying to market to the parents rather than the children who were going to be wearing "the prison bars" as we used to call them in my day. Yes, my newphew was given no choice but to have a brace, but he would have been much more at ease had he at least have been exposed to some fun pictures of kids wearing their brace and even a few video testimonials of a group of kids sharing their experience.
I pray my daugther won't need their services, but I hope they would have moved on somewhat in their marketing approach by then!
Trish Jones
Thanks for your feedback Trish.
My goal with Orthoprenuer Marketing is to mentor and tutor orthodontic practices on the power of making orthodontic treatment fun, informative and a pleasure to experience for the entire family. If orthodontic practices master the "art of relationship building" through day to day marketing strategies, word of mouth "viral" referrals will attract more patients than they will know what to do with.
The Orthoprenuer Marketing Matrix is due out shortly.
Among other things, the system will include professionally designed contests for the kids that can be set up in under 10 minutes, prewritten news columns, to be distributed by the orthodontist in his name, to the community on the importance of orthodontic treatment, and marketing tips and ideas to allow the teams to spend less time developing strategies. This will free up more time for orthodontic teams to concentrate on what they do best, orthodontics.
New poducts will be rolled out on a regular basis to help offices build strategic marketing plans, at a pace they feel comfortable implementing. It will enable orthodontists, as well as other dental practices to promote themselves in a fun and caring atmoshpere. Building relationships with patients, parents and referring professionals is what it is all about it today's overextended and stressed society.
Hopefully, many orthodontic practices will improve on the less than optimum experience you described, with my help and guidance.
Here's to the Orthoprenuer Practices of the future. Their time has come!
I think your article is very insightful and right on the mark. The challenge for our practice is appeal to both children and the growing number of adults (Invisalign). This is a very difficult challenge. Adults require an entirely different atmosphere and approach. Any suggestions?
This is a great question. I decided to write a blog post for all to see rather than reply to your comment. Go to my June 16th blog post for the answer.