Some of the most important patients in your practice are often overlooked in establishing your efforts to brand your practice.  This month we look at how we can be more attentive to better serving your Baby Boomers.

6 important things to consider when working with Baby Boomers.

1. Boomers will expect and even demand genuine, individual attention. Unlike their parents who passively accepted the fact that the doctor had an allotted seven minutes or less per patient, Boomers will expect to have all their questions answered and all their concerns addressed without feeling rushed. Set up your systems so you can offer your undivided attention!

2. Boomers are Internet-savvy and are used to having information available at their fingertips. Information and even access to services 24 hours a day on the Internet is a must. And while they're on the Net seeking an answer to a medical question, Boomers may visit an online health community to gather and exchange information with other Boomers who have similar health issues. The Internet can also help keep them connected with their healthcare provider - who had better have a web site and use e-mail.

3. They will expect a broad choice of therapeutic options. They will look for product innovations and extensions that allow them access to additional services for an additional cost such as cosmetic dental procedures, implant treatment plans, etc. And while they are willing to pay more to get more, they will absolutely draw the line at more paperwork. It's got to be easy and convenient. It must have value and it must be communicated. You need to invest the intellectual time to personalize a plan, sequence treatment and counsel with confidence.

4. They think for themselves and are less likely to take the word of authority figures than previous generations. They will look for information on their own, seek help from peers and find their own experts. Word-of-mouth marketing and the enlisting of expert "referral sources" may become even more important components of marketing and communication plans. You need to re-think the importance and value of the "post treatment consultation".

5. They expect to be active participants, at every level, in their own healthcare. They must have the information to do so and the collaborative attitude of their doctors to be part of the "team." The successful doctor will become a partner in the boomer's healthy active lifestyle.

6. Because of their strong self-image and the fact that they view themselves as healthy and active - even as they face the limitation of aging - Your communications material should reflect this self-image of capability, actualization and direction.

This article orginially appeared on www.tarantoladentallearning.com. This article also appeared on www.spiritofcaring.com. In a Spirit of Caring is the "The online newsletter, gathering place, virtual library, information and resource center for dentists and team members who are serious about the people part of dentistry". Go to www.spiritofcaring.com to check it out.