By Steven Krohn · March 27, 2019
Millennials — that generation born between 1981 and 1996 — get blamed for “killing” a lot of traditional businesses. Restaurants, paper napkins — they’re even being blamed for hurting the diamond industry. Suffice it to say, that this is a generation that can enact some serious change, so healthcare professionals need to be paying attention to Millennials and healthcare.
What is the data saying about Millennials and healthcare trends? What do you need to know about to adapt your business for this generation of business-disrupters? Let’s find out.
The image of the always-online Millennial stretches to healthcare. They want to be able to book online, view health records online, and — where possible — have appointments online.
Millennials are twice as likely to be interested in the convenience of tele-health as baby boomers, according to the 2018 EBRI/Greenwald & Associates Consumer Engagement Health Care Survey (CEHCS). Remote healthcare is increasingly becoming a priority for most Millennials, and it’s up to healthcare providers to keep up. This is a big deal when it comes to Millennials and healthcare.
The Millennial generation is more diverse than its predecessors; an impressive 44.2% of Millennials are part of a minority race or ethnic group. Millennials and healthcare are changing the landscape.
For most marketers this means “including more diverse faces in your website imagery”, but this is nowhere near enough (and is, arguably, obnoxious and dismissive). Multicultural marketing relies on understanding the differences and nuances of different generations within diverse groups. It involves culturally relevant campaigns, trust building, and deeper insight than just “here’s a photo with more than just two types of people in it.” You must address Millennials and healthcare.
Millennials are empowered to make better buying decisions like no other generation before them, thanks to the Internet. They are ready, willing, and able to look up details, reviews, pricing information and product comparisons before parting with their hard-earned, under-paid cash.
And you better believe this goes for Millennials and healthcare.
51% of Millennials research the quality or rating for a doctor or hospital, compared to (34% Gen X and 31% Baby Boomer). They’re nearly twice as likely to use some form of online health cost-tracking tool.
Reviews, review sites, and review solicitations are becoming ubiquitous online, and for good reason — people like to see what others are saying before they make a purchase.
Nearly half of all Millennials have researched healthcare providers; most of those put great emphasis on reviews that they find in their search. Up to three quarters of consumers claim to trust online reviews as much as personal recommendations from friends and family. With Millennials specifically, that number jumps up to 88%. Pay attention to your healthcare marketing strategies.
Urgent care centers and walk-in clinics are fast becoming favorites of Millennials and healthcare. 34% of Millennials prefer healthcare from a retail clinic, while 25% prefer urgent care.
It’s not hard to see why. The hours are flexible, you don’t need to call ahead, and you’re usually done in less than 30 minutes.
Does that mean you need to start turning into an urgent care center? Of course not. But it does mean you could start to incorporate some of the practices, policies and procedures of those facilities for convenience sake.
85% of Baby Boomers have a Primary Care Physician. That number drops to 78% for Gen Xers, and falls further still to 66% for Millennials. This makes sense considering the growing preference for an urgent care model.
Much like the urgent care model, that’s not to say primary care providers are on the way out. Another interesting thing about millennials is that they understand that doctors need patients as much as patients need doctors — they want the fact they’re giving their time to a specific doctor to be respected.
Millennials who feel their PCP cares about them and values their time and presence are more likely to stick with one PCP than to continue shopping around.
But here’s the thing — every patient of every age likes to feel like their needs are at the front of their healthcare provider’s thoughts. So while this is a tactic that’s shown to be especially effective for millennials, it won’t go to waste on the rest of your patients.
Adaptation is essential when it comes to Millennials and healthcare.
If you need help with your healthcare marketing strategies and efforts, don’t hesitate to contact us.
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