How to market healthcare to all generations: Millennials.

Emily Marchak 09/21/15 - 3:34 pm

The Millennial generation is now the largest, most diverse generation of them all. With nearly 80 million people, Millennials are more diverse economically, ethnically and politically. By 2020, Millennials are estimated to have $1.4 trillion in spending power. With all this influence and pull, it’s no wonder healthcare marketers are eager to attract this powerful cohort.

Here are three strategies to connect with the mindful Millennial audience:

1. Social media
It’s no question–social media marketing should be part of your brand strategy. According to Newscred, 83 percent of Millennials connect with a brand on social media. Millennials “live in the feed, so meet them there.” After all, one of their top 10 values is that of sharing. Healthcare brands that engage on social media are able to more effectively reach the Millennial audience.

2. Mobile applications
According to the ‘Mobile Health 2012’ report published by Pew Research Centre’s Internet & American Life Project, 85 percent of US adults own a cell phone; of them, 53 percent own smartphones. Half of smartphone owners use their devices to get health information. One-fifth of smartphone owners have health apps on their devices. Like wearables, a mobile application is with you on the go. Patients are able to access their personal information with the ease and click of a button or swipe on a smartphone.

3. Humor
It’s no secret that laughter is the best medicine. According to Newscred, 80 percent of Millennials will share content if it is funny. Humor is a great way to make a brand more approachable, more relatable. And with an appropriate amount sprinkled into your content calendars, you’re well on your way to engaging with Millennials.

In the humorous TV spot “Married Life,” we worked with our client Covenant HealthCare to appeal to the mindful Millennial audience:

For more information on how to market healthcare across the generations, stay tuned to this blog series. In upcoming posts, we will examine each cohort, provide strategies for engagement, as well as provide industry examples.

Blog Category: Healthcare

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