What is your target market? It should, at least in part, include the millennial generation. They are those who were born between 1980 and 2000. The oldest of them is turning 30, they represent the growth in your practice. They are getting married now, entering the workforce, having families and beginning to acquire wealth. Your practice can grow with them and their families. They are connected and they multi task. They want your appointment confirming calls to be made via email. They don’t wear watches or use alarm clocks, they have their cell phones. They don’t read newspapers, their information comes from the web. Their calendar is from Google, their music is from ITunes. Their televisions stream content from the web, they listen to Pandora and watch Netflix. They are also concerned with the environment and believe in going green. You should too.
A report from Mintel Oxygen says,” Before the beginning of the recession, the ‘green’ marketplace was one of the fastest growing sectors of the US economy. Though economic factors have slowed growth in this sector, consumers remain committed to green shopping.” Whole Foods Market is a $9 billion company. They had 12% growth in sales in fiscal 2010 with 7.1% comparable store sales growth. They have more than 300 stores in the US and UK and plan to open more than 30 more in the next two years. (Source: Harvard Business Review, January-February, 2011). General Electric’s Ecomagination products, which includes solid state lighting and solar panels, accounted for $18 billion in 2009 and GE says that they expect the growth rate of that division to be double that of the entire company.
It is with that background in mind that you must frame your marketing objectives.
Corporate Social Responsibility, (CSR) is the buzz phrase. According to the International Institute for Sustainable Development, CSR, “should be seen as the way that firms—working with those most affected by their decisions (often called “stakeholders”)—can develop innovative and economically viable products, processes and services within core business processes, resulting in improved environmental protection and social conditions.”
Read any business publication and you’ll see references to “shared value”. This is an extension of CSR that says that that the success of a business and the plight of society are connected. A business that treats its employees well and respects the environment will prosper. Society and the business share the largess of the business, creating economic value while increasing the value to society.
The Millennia’s are a green generation. They expect, and will demand, that your office be environmentally and socially responsible. Be proactive, involve your staff. Make a commitment to an initiative focusing on environmental awareness and improvement. Your office, your patients and staff, and the world, will benefit.