Independent community pharmacies see a wide range of age groups in their stores. And just like you wouldn’t give the same dose of a drug to a child as an adult, you can’t market your pharmacy in a one-size-fits-all model to all of your patients.
The six generations living in America today have distinctly different characteristics, lifestyles and attitudes, and require different marketing efforts.
Multi-generational marketing can help your pharmacy:
- Build better relationships with your patients
- Choose the right store merchandise to create traffic and build customer loyalty
- Improve marketing of specialty items that your store may carry
- Target advertising campaigns to specific groups of people
- Create special offers geared toward certain types of consumers
Each generation has specific demographics, values, history and life experiences that affect their buying behaviors. Here’s a breakdown of the six generations living in America today.
1. Pre-Depression generation
As children during the Great Depression and young adults through the World War II years, the pre-depression group experienced great technological and social changes during their lives. As an aging population today, most are in the 80s or older, they’re increasingly concerned with health and health care services.
They value personal service. This group prefers face-to-face communication, as they’re not big users of technology. One-on-one counseling about their medications and their Medicare Part D plans, and Medication Therapy Management programs would appeal to these individuals.
2. Depression generation
Growing up during the Great Depression and WWII, this group’s members experienced the need to save, ration and conform, but they also enjoyed post-war prosperity. Today this generation ranges in age from 65 to 80 years.
As a group, they’re not big fans of change and prefer tried-and-true methods. The members of this traditionalist generation are likely to become loyal customers if they deem a product or service valuable. Provide optimal customer service, such as making recommendations or helping them obtain hard-to-find or discontinued medications, and they’re likely to stick around. Loyalty programs, such as prescription discount cards, or marketing campaigns that reward customers for repeat visits are likely to appeal to them.
This generation is similar to the pre-depression generation in terms of technology, but is a bit more tech-savvy. Marketing efforts to this generation should include traditional media—direct mail, radio, T.V., print—with emphasis on portraying this generation as self-sufficient, active individuals.
3. Baby boomers
In the age range of 46 to 64 years, this populous generation is heading towards retirement, but many are choosing to continue working after normal retirement age. This group values convenience, service and low prices. As empty nesters that live active lifestyles, this group is focused on anti-aging and looking their best. Target the front end of your store with cosmetics and retail products to cater to this generation.
Health and all-around wellness are also important to them. Promote your pharmacy to this generation by hosting health education sessions or sending out an e-newsletter discussing health tips and wellness issues.
4. Generation X
These 34 to 45 year olds have established careers and are working to balance their family and work lives. Many have young children. Appeal to this group’s stage in life as young parents by offering immunizations (for them and their children) at your pharmacy, as well as other child-related services.
This generation experienced first-hand the transition to a digital age. They appreciate technology, especially as it relates to convenience. Convenience services such as online refills and mailing of prescriptions will appeal to them. They also appreciate informative, up-to-date websites and receiving information through email.
5. Generation Y
This generation grew up in a rapidly changing environment. Now young adults and older teens, these 16 to 33 year olds expect speed, customization and competitive pricing from their products and services.
These success-driven individuals see the world as a global, 24 hours a day, 7 days a week, environment. Appeal to their fast-paced mentality by offering mailing of prescriptions and online refills. Take it one step further and set up your system to allow for prescription pick up reminders to be sent by text message, email or with a phone call.
This generation is extremely technology literate. Connect and engage with them through social media sites, including Facebook, Twitter and YouTube. You can also connect with them through a section on your website that provides information on health issues related to young adults and teens.
6. Generation Z
Although this diverse generation is less than 16 years old, they are savvy consumers and make purchases themselves—and influence their parents’ purchases. Create displays in the front end of your pharmacy specifically geared to them.
This generation has never known a world without the Internet. They are big technology buffs. Communicate to them with a special section on your pharmacy’s website for tweens.
Want to attract a younger generation of customers? Here’s how to market your pharmacy to millenials.
