last word

Meet Today's Consumer

by Sheila Hayes

A snapshot of today's American consumer looks remarkably different from one taken pre-recession. There is a renewed sense of the American dream and its priorities have been shifted. Being able to capture these priorities has immeasurable value. Here are five things you need to know.

1. TODAY'S CONSUMER THINKS “GREEN.”

Going green has quickly evolved from a trendy idea of the moment to the socially acceptable way to live. “Buy local,” “organic,” and “sustainability” have wandered into the vocabularies of today's consumer.

However, you don't have to be selling hybrid vehicles to appeal to the “green” shopper. It is most often the day-to-day products where consumers are likely to show effort in reducing their own carbon footprint. Ways to make the green choice in your practice are to become a “paperless” or “reduced” paper office, send electronic instead of paper faxes, carry a line of eyewear that is made from recycled materials, and support eco donation programs.

But you can't expect everyone who goes green to do so out of pure concern for the the planet. Consumers are motivated by the fact that this trend usually means both cost containment and making a statement. Appealing to one or both of these motives appears to be the key behind successful green consumerism.

2. TODAY'S CONSUMER IS TECH-SAVVY.

In today's world of iEverything, technology is king. No longer can a product be successfully sold via TV commercials and a quarter-page ad in the Yellow Pages alone. Today's consumer is connected to the world in an entirely different way.

It's hard to fool the tech-savvy consumer. Google just makes it too easy to compare and contrast services, and the iGeneration immediately will reject marketing gimmicks.

3. TODAY'S CONSUMER HAS INFORMATION AT HIS OR HER FINGERTIPS.

There's a good chance this same consumer has a smartphone, a laptop, and at least one Apple gadget within arm's reach. This is to every market's advantage. How well are you connected?

4. TODAY'S CONSUMER CRAVES A PERSONAL RELATIONSHIP.

In a world of information overload, consumers need to feel those who are selling to them are both a comrade and an experienced authority. Business relationships require honesty, face-to-face interaction, and vulnerability. Even in a world where refractive technology potentially could (in the mind of the patient) replace the practitioner, most want a doctor-patient relationship, but they want it in a state-of-the-art, high-tech environment. Building relationships with your patients is the best competitive advantage you have in today's marketplace. EB

5. Tech Practice

Consumers want to see technology in your practice. If they don't find it at your practice, they might look elsewhere. In today's healthcare environment, the consumer equates excellent care with technology. Continue to reinvest in as much technology as the cash flow of the practice allows.

Sheila Hayes is a senior consultant at The Williams Group, based in Lincoln, Neb.