How does your practice draw in millennials?

“To ensure we attract them,” says Dr. Ross, “staff monitors our reviews online. A stale review page is a red flag to millennials, so we request reviews automatically, through a service, after each visit.”

Dunlap says that software programs like Solution Reach allow her to “send text messages or emails to specific patient groups like millennials. They’re quick decision makers.”

Giving back is important to millennials, too, says Dr. White. “On Facebook and our website, we talk about how for every pair of glasses sold we donate a dollar to Optometry Giving Sight, and for every retinal scan we donate $2 to The Vision of Children Foundation.”

How do you keep them coming back?

“All the doctors in our practice discuss new lens technology during the exam,” says Dr. Ross, “and relate it back to how it can help them. Communication after the exam, like our text reminders, also works well with millennials.”

“Social media is everything,” says Dr. White. “We are constantly updating our website, Facebook, and Twitter. We discuss everywhere the importance of millennials protecting their eyes from the computer, the importance of blue light technology, and what the harmful rays of the computer will do to their eyes.”

“Communicating is key,” agrees Dr. Ross. “The millennial may be unaware of the potential health benefits of products like blue wavelength filters, backside UV protection, photochromic lenses, and AR. Once informed, millennials are very receptive to new lens technologies.”

How do you think millennials shop and respond to stimuli differently from older consumers?

“Being able to educate them on things they see online and in commercials has benefited us,” says Dunlap, “because they usually can’t get that kind of lens education at the retail chains.”

“Technology in all areas—waiting room, pretest, exam room, and optical—says plenty to them,” says Dr. Ross. “This also means keeping up-to-date on new lens technology.”

“The bottom line,” says Dr. White, “is that we need to listen to the individual millennial’s needs, fix them with high-quality lens products at good-value-for-their-money prices, and then continuously communicate with them in the social media arena.”

What lenses and treatments sell best to millennials?

“We dispense a lot of Essilor Eyezen combined with Crizal No-Glare glasses to them,” says Dunlap. “Our no-glare penetration has been consistently above 90%, so [our success is due to] the way we present—we educate millennials on the benefits of the lens features.”

“We all know millennials spend more time on digital devices than generations before,” adds Dr. Ross. “But they also appreciate active wear and have active lifestyles. A great pair of polarized sunglasses with backside UV, especially in an Rx, can be life-changing for outdoor enthusiasts, for driving, and for anyone spending time outside. And the options available in photochromics make them a no-brainer for millennials, too.”

“Prescribing add-ons is easier with millennials,” says Dr. White, “because they are always wanting the best quality at the best value. If you show them the value, they will get it.”