Capitalizing on your ROI means making smart decisions when allocating funds throughout your marketing strategy, and expanding your audience reach is definitely worthy of such an investment. Aesthetic medical practices can benefit greatly from reaching individuals from different age groups and generations, and Venator Performance Marketing can help you get your medical practice on the road to improving revenue and targeting prime demographics.

Generational Consumer Behavior

According to the Aesthetic Society, Americans spent over $8 billion on aesthetic treatments within the first six months of 2021. Ensuring your medical spa or other aesthetic business gets in on all the action requires an understanding of your target audiences. Of course, ideal audiences for aesthetic treatments include a diverse group of individuals from varying age groups with unique reasons for pursuing aesthetic treatments. To create marketing campaigns that target and expand into specific age demographics, you must understand how your consumers are making decisions. Not only do different generations have different aesthetic needs, but they also have distinct consumer behaviors and financial values. Marketing channels also vary depending on age group.

Marketing to Different Generational Demographics

Medical aesthetics cater to anyone interested in aesthetic treatments. However, certain features, price points, or decorative choices influence audience interest. For instance, if your price point for injectables, such as Juvederm, is lower than average and available in different volume variations, you will likely attract younger women with fewer resources. If you feature the highest-end radiofrequency devices and laser treatments, you will likely attract older generations who can afford more expensive treatments.

The Maturists (1924-1945)

Consumer studies generally indicate this generation makes purchasing decisions based on value and quality, which means that purchases are rarely frivolous. For medical spas, this may result in a lower audience pull from this generation as they may be less likely to see the value of aesthetic treatments. Members of this generation also tend to be fiscally conservative. Marketing to this age group requires more traditional marketing methods, such as print, radio, or television. Messaging should focus on the health benefits of specific procedures that are also aesthetic.

The Baby Boomers (1945-1960)

Research from the National Library of Medicine has found that individuals in this age group are increasing their spending on aesthetic treatments. Statistically, baby boomers prefer to make purchases in person. They enjoy experiencing curated ambiances while carrying out consumer actions. Studies also indicate that boomers often rely on reviews about service quality and follow the advice of recommendations when making a purchase. Baby boomers generally prefer the feeling of a full spa experience. Marketing efforts should therefore focus on the total experience, efficacy, and quality of service.

Generation X (1965-1980)

Generation X possesses a significant amount of spending power as they are generally in their highest-earning years. This generation prefers name-brand products and makes purchasing decisions based on trust and research. Individuals from this age group reported efficiency and timeliness as most important when pursuing aesthetic treatments. For instance, they prefer to have shorter, effective treatments, such as lunchtime peels, 30-minute power facials, and other 30-45-minute results-driven services. Marketing developed for this group should focus on quick and efficient treatments from trusted, high-quality medical devices. Reaching Gen X online is easy, as they generally use social media and are very comfortable with technology.

Millennials (1981-1995)

According to Roland Berger, “The global spending power of Millennials will soon surpass that of any previous generation.” This generation also reported enjoying purchasing services and products for a positive experience over just utility. Individuals in this group are beginning to invest in treatments that focus on age prevention. Millennials spend more on fillers and other injectables than any other age group. Appealing to this generation is crucial to increasing revenue for any business. Marketing efforts should focus on age prevention, individually curated treatment plans, trendy aesthetic enhancements, and an enjoyable experience. Luckily, this generation is easy to reach via social media.

Expanding your medical aesthetics practice's reach starts with understanding which audience you appeal to most. Understanding different age demographics and consumer behaviors are invaluable to growing your audience and increasing revenue, and with VenatorPM’s targeted marketing strategies, we can help you achieve exactly that.