Print is a Powerful Multigenerational Tool

Generational marketing is a term to be embraced among healthcare leaders today. Understanding the behaviors of patients both young and old can help practices improve patient engagement, marketplace position and practice re-brands.

There is a lot of emphasis on digital marketing today. But don’t be too eager to dismiss print in your marketing toolbox. Print is the one constant in brand awareness today. Print generates a higher brand recall than any other communications medium.

A recent article by Domtar, a commercial paper company, recently shared some generational behaviors to note when creating printed marketing collateral.

Highlights Include:

Baby Boomers (1946 – 1964)

• Keep the tone fun and lively
• Market to their stage of life, not age
• Don’t trim copy; they crave details
• Include a lot of data and sources to inform their decision
• Include testimonials
• They respond to direct mail
• Longevity and history matter

Generation X (1965-1981)

• Loyal to brands
• Value-add matters
• Avoid stock photography
• Tell stories
• Emphasize family and the personal touch
• Be transparent

Millennials (1982-2000)

• Higher spending power
• Consider elaborate pieces – magazines, booklets
• Avoid stock photography
• Limit copy
• Use large image spreads
• Quality paper and finishing
• Tell patient stories
• Appreciate educational content

Generation Z (2000 to current)

• Digital natives
• Print is seen as something new and exciting
• Finishing touches are important
• Personalization is key