Is your Dental Practice Service and Marketing on point for our Savvy Silver Citizens?

According to statistics, people over-50 in Australia and New Zealand have the highest levels of wealth and disposable income – but a whopping 94% of them dislike the way organisations and marketers communicate with them, claims a recent report from WPP AUNZ entitled “Chapter three: Secrets & Lies – Ageless and Booming”. Take some time to read this article here, it should galvanise you into reviewing your dental marketing and customer experience approach.

The article also urges its audience to “reflect the optimism and vibrancy of the over 50s audience” in marketing and approach and suggests they overhaul their communications to connect optimally with an audience that’s gearing up not slowing down.

The article notes that as many as 70% of this group are online and, indeed for an average of several hours more than the 18- to 36-year-old groups. 

These canny people are checking your website, so, the article says, “Get funny, charming, quirky, disarming, honest, interesting and energetic when communicating to this audience."

At a dental practice level, check in with your team. Whilst "bright and bubbly" are positive attributes to your front-line staff, older Australians are savvy and can see through a patronising manner. They embrace ageing and are often, turning away from formal retirement. This means that you will have their business, and, it is interesting to note, only if you are a worthy enough dental practice.

Within your practice, model diversity by having a mixed age staff, review your communication styles, grow your influence with over 50s and especially don't categorise them in with 80 year olds. Understand the sheer size of this group to understand the size of their buying power.

So check your socials for your messaging to this staggeringly huge group of people. Savvy Silver Citizens are not going anywhere and a focus on "Ageism" is becoming the new force for 2024.