America’s largest cohort is no longer a bunch of texting teens. They are adults, adults who are becoming parents and shopping for health insurance. And as Millennials look for healthcare, marketers need to know the best way to reach out to them. These quick facts will help healthcare providers better understand this generation.
- Show them how it worksMillennials value safety more than other generations. They are a more insecure generation, growing up during hard times such as mass shootings and 9/11, according to CEB Iconoculture research. Healthcare providers should be aware of this, and welcome the opportunity to help Millennials through the healthcare process so they feel safe. Many will be buying health insurance for the first time. They will want to know the step-by-step process of purchasing healthcare, along with when to schedule appointments and tips for selecting a physician. Give them an authentic, easy-to-understand approach for this complicated process. Simple, yet relatable ads like Oscar insurance create the intimate feel Millennials are looking for.
- Create online accessOnline database Statista reports that Millennials (age 24-35 in 2017) have the highest internet usage compared to other age groups. Millennials can check flights, book a hotel or order a pizza through a smart phone. Why isn’t it the same with healthcare?
Text updates on appointment times are common among some healthcare facilities. Henry Ford Health System is known for texting patients 24 hours before their appointment in order to confirm the time. And while many hospitals have the option to book online, not enough are advertising this information to the public. This is the process most Millennials are familiar with. Not only would this option be more convenient, but it would avoid the hassle of being put on hold over the phone.
- Post good reviewsPopular shopping sites like Amazon have ways to access customer reviews, but healthcare is behind the curve. Reviews for healthcare facilities may already exist on some sites like Yelp, but it would be easier for the patient to go right to the source. Customer reviews on facilities and doctors are a way to gain the patient’s trust, and show them what they should expect. It’s also beneficial for you to see what your patients are saying.
- Provide details on mental healthOn college campuses in particular, healthcare providers are focusing on helping students manage physical and mental health. When talking to a Millennial about healthcare, it’s best to include topics like stress and anxiety. For university students, mental health is one of the highest growing issues to date. University Health Services are working to increase the amount of mental healthcare specialists on campus, and to create ads that focus on peace of mind. The University of California, Berkley does an excellent job at this. Their destress tweet is a great way to help promote mental wellbeing. The circle grows and shrinks in time to simulate deep breathing, calming down its viewers on #destressmonday.
- Cover their childrenBelieve it or not, more and more Millennials are becoming parents. Over 45 percent of Millennials are raising children, according to Iconoculture research. When Millennials are shopping for health insurance, healthcare providers should be prepared to insure not just one person, but a family unit. The issue will only become more common over the next few years. According to a 2013 Gallop poll, 87 percent of childless adults between 18-40 plan on having kids someday. In addition to insuring children, doctors should be prepared to walk Millennials through the process of pregnancy, nursing, and caring for their child.
Millennials differ from previous generations, from finding a healthcare provider to managing their personal needs. By personalizing healthcare for each generation, healthcare providers are able to further understand their patients and optimize treatment for every individual.
For more on healthcare marketing trends and insights, sign up for our monthly edition of the Brogan Healthcare Checkup.