Did you know that 7 out of 10 millennials are pet owners?

This surge has in turn created a ripple effect on the pet industry in ways not seen before. While this age group (25- to 39-year-olds) is dominating the pet owner demographic, they happen to be the ones with the lowest average income. More millennial households are in poverty than any other generation.

Now more than ever, it’s crucial to provide educational marketing messages that resonate with the generation so your practice can win their business. How do millennials navigate being pet owners, and how can you better market to them? Here’s what we’ve found.

Be so compelling they can’t refuse

Millennials care about brand integrity and generally are more likely to trust independent, smaller product companies. This group of pet owners is attracted to companies that offer organic and/or natural products, so if you’re not offering some of these items, it might be time to start keeping some in stock!

The key with this age group is to have a captivating marketing message. You’ll have to break through the noise to stand out and reach millennials. Make a compelling statement so strong they can’t refuse your products or services.

Evolve alongside millennials  

Along with an increase in millennial pet owners, we’ve also seen a rise in the number of mobile veterinarians. While it may not be traditional, millennials are more open to having veterinarians visit their home to provide services than past generations. If this is a service you can offer, do it!

Give your expert opinions — they’ll listen!

Pet owners between the ages of 18 to 39 tend to depend more on professional advice when it comes to caring for their pets. In fact, millennials are more than three times as likely to have purchased dog foods from a veterinarian in the past three months.

In your marketing message and day-to-day interactions with millennials, be sure to address the topic of pet food and treats. Chances are they’ll have questions and will be open to purchasing product directly from your clinic.

Following that notion, millennial pet owners care greatly about their pets’ health. On average, they’re willing to spend up to almost $2,000 if their pet gets sick. When working with this age group, be open and transparent about the cost of services and product up front. For more costly procedures, consider offering a payment plan to make the service more accessible for the pet owner.

Ultimately, marketing to millennials comes down to education, hitting the group with the right message and communicating with them in methods they prefer. If your practice isn’t on social media, you’re already behind! Invest in an experienced social media coordinator to engage millennials. This doesn’t have to be a large expense, there are plenty of other millennials (and even Gen Zs) who are naturals, so the experience doesn’t have to be “professional.”

Work with your team to develop a marketing message that stands out from the crowd, offer flexible pricing, and create educational content for millennials to consume and you’ll be well on your way to capturing more business from the age group.

Covetrus has a comprehensive set of integrated services and technology solutions for veterinary practices. Contact your sales representative at 855.724.3461 or reach out online to learn more.

Sources:

http://www.petbusiness.com/How-Millennials-Spend-on-Their-Pets/

https://www.prnewswire.com/news-releases/gen-z-and-millennial-pet-owners-4-key-things-pet-marketers-and-veterinarians-must-know-300607587.html

https://s1.q4cdn.com/959385532/files/doc_downloads/research/2018/Millennials-and-Their-Fur-Babies.pdf