Dentistry
Dentistry deals with the oral health, encompassing the diagnosis, prevention, and treatment of oral diseases and conditions.
Dentistry deals with the oral health, encompassing the diagnosis, prevention, and treatment of... View more
Organizer:
- Organized by
-
-
Future proofing your practice with Gen Z
-
Future proofing your practice with Gen Z
Alan Clarke explains how aligning your ethos with sustainability values can help you draw in and retain patients from Gen Z.
With the rise of Gen Z – a generation deeply invested in ethical consumerism and environmental responsibility – it is essential that dental practices demonstrate a commitment to our community and to sustainability to remain relevant and thrive.
I want to deep-dive into what that looks like for your clinic and help you communicate your purpose and core message clearly to resonate with the changing face of the dental consumer.
‘As a cosmetic dentist, practice owner and thought leader in the dental branding space, I have found more so than ever that authenticity is key.’
Marketing strategies from 2010-2020 are lost on a Gen Z audience. Why? Because they were exactly that – a marketing ploy, a game to get people to spend. Gen Z don’t buy it, and it’s important to understand that.
Who are Gen Z?
Gen Z are the generation following Millennials, born roughly between 1997 and 2012. Gen Z are digital natives, entrepreneurial in spirit, environmentally conscious and deeply driven by values.
They are the generation that saw their parents saddled with debt, having overspent to ‘keep up with the Joneses’, working two jobs to make ends meet during the worst recession of our lifetime. It seems that the over arching mission for Gen Z is to ensure they do not repeat this.
Gen Z want to ensure that they have access to the products and care they need. They want to form meaningful relationships on the journey and they show respect to our planet, kicking the disposable throw-away culture once and for all. The question is, how can we as dental leaders and clinicians learn from
this generation?Champion ethical practice
We all enter dentistry wanting to make a difference. We want to impact the lives of our patients, do great dentistry and be financially secure. Yet these messages have been diluted as sceptics cite dentists as ‘money-grabbing’, ‘untrustworthy’ individuals – a message so far from our core, it stings. I believe marketing practices of the past 10-15 years have not helped in dispelling these critical voices.
It’s time to get back to your core values. We want to offer amazing care, provide the best dentistry we can, offer the most beautiful aesthetics alongside function, all with a patient-centred approach that is delivered safely.
For us, financial reward is important, it is a measure of a job well done and the time and dedication, but actually it is about buying time away from the clinic; time away from work, a life affording balance to see our families and to explore human connection.
I love Gen Z, because they actually get this! They want to be treated by clinicians who have these values, who want a work/life balance – clinicians who want to hustle hard, be proud of their abilities and earn well to discover the world and ourselves, leaving a lasting impact on society.
So champion these values, stop marketing and start sharing your story and you will be able to attract and grow a thriving word of mouth practice with a community surrounding you that believes in you, that trusts your decisions and that wants to do ‘life’ with you, telling friends and being part of your story!
Embrace sustainability as one of your core values
Gen Z is more environmentally conscious than any generation before them, and they expect businesses to align with their values.
By integrating sustainability into the foundation of your practice, you’re not only future-proofing your business but also building a strong connection with this burgeoning patient base.
‘Show your dedication to eco-friendly practices by implementing initiatives like digital dentistry to reduce carbon footprint, recycling programmes, waste reduction strategies and eco-conscious commuting options for staff.’
Don’t hesitate to communicate these changes to your patients, actually celebrate them – transparency is key in fostering trust and loyalty.
Communicate your commitments
Your story and commitment to ethical dentistry and sustainability is vital, just as it is equally important to showcase these values effectively and truthfully.
Utilise social media platforms to share your green initiatives, showcase eco-friendly products and engage in open dialogue with your patients. Feature patients talking about the impact you have had on their lives and the chapter they play in your story and decision making. This creates a platform for meaningful conversations about sustainability and deep-rooted care and helps to build a community of like-minded individuals, within and outside of your clinical space.
Collaborate and listen
Engage Gen Z patients by actively seeking their input and feedback on your efforts and the community you have created.
Encourage them to share their ideas and participate in green initiatives, fostering a sense of ownership and engagement. This not only strengthens patient relationships but also provides valuable insights to help guide your practice’s continued growth.
Future-proofing your dental practice with sustainability isn’t just about adopting eco-friendly practices; it’s about effectively communicating your values and actively involving the next generation in your journey.
By doing so, you’ll cultivate a practice that resonates with Gen Z and ensures continued success in an ever-changing world.
Follow Dentistry.co.uk on Instagram to keep up with all the latest dental news and trends.
-
0 Replies
Sorry, there were no replies found.
Log in to reply.