Healthcare Marketing Across Generations: Gen X

Born during the era of Latchkey Kids, Watergate, and the end of the Cold War, Generation X (Gen X) kids grew up independently during a period of social turmoil. Right now, people in Gen X are between the ages of 39 to 54 years old

This generation is often overlooked in mass media, but they certainly shouldn’t be forgotten – particularly when it comes to healthcare marketing.

Gen X as consumers

When you’re marketing your practice to people in Gen X, what should you keep in mind?

  • Gen X may be the smallest generation in the United States, but they boast a large disposable income.
  • Gen X is the only generation to recover lost wealth after the housing crash.
  • This generation is settling into executive or upper management roles throughout companies, and 76% of them report planning for retirement.
  • The younger members of Gen X are within your LASIK market; the older members of Gen X are within your cataract or pre-cataract market.
  • Roughly half of Gen Xers are taking care of parents and children at the same time. Clinics can capitalize on the market via patient referral programs and referral cards.

Gen X and the internet

Does social media come to mind when you think Gen X?

If not, think again!

  • People in Gen X LOVE social media. A study conducted in 2017 found that they spend more time on social media than millennials.
  • People in this generation spend an average of 6 hours and 58 minutes each day on Facebook, Twitter, Instagram, and other social media networks.
  • Gen Xers favor Facebook over other social networks, with 1 million users.
  • Like Baby Boomers, Gen X still prefers email messaging over texting and instant messages.

Traditional marketing isn’t dead — at least for Gen X

Don’t forget about traditional marketing channels!

  • Nearly half (48%) of Gen X still listen to the radio while 62% still read newspapers. Radio and newspaper ads are a great cost-effective marketing tactic that is still effective with Gen X consumers.
  • They like coupons. More than half (68%) of them report using coupons they receive in the mail.

Snail mail, social media, email, newspapers, radio, oh my! Ophthalmic practices have hit marketing bingo with this group. Much like with the baby boomers, the best way to reach Gen Xers is to market to them through multiple channels. With Gen X being the sweet spot for LASIK and cataract patients, try out direct mailing, email marketing, and social media based marketing campaigns to get in front of this generation.

Check out part 4: Millennials

Would you like to learn more about how Sightpath Creative uses omnichannel marketing strategies? Check out our website to see what we offer!