Are you marketing your healthcare services to Millennials? If you aren’t, you should reconsider. According to the U.S. Census Bureau, Millennials will surpass Baby Boomers as the largest living adult generation sometime this year.
Millennials are different
Many traits and behaviors distinguish the generation born between 1981 and 1996 (sometimes referenced as between 1980 and 2000). These 22-37 year-olds are diverse and inclusive, well educated and much more comfortable with technology than earlier generations. Surveys show that more than 90% Millennials own smartphones, and as consumers, 51% of Millennials are searching for providers on social media.
Marketing to Millennials as Healthcare Consumers
Here are a few data points and insights to consider, several of them courtesy of our recent webinar on marketing to millennials as healthcare consumers:
More than a million Millennials are becoming mothers every year – there are more than 17 million Millennial mothers already.
Because they’re tech-oriented, they check in with “Doctor Google” first. 54% of patients start their search for providers on Google, as opposed to hospital web pages or specialty listings sites.
Millennials often don’t have a primary care provider and sometimes choose to visit urgent care facilities because they find it more convenient. 6 out of 10 support telemedicine to avoid physically visiting a doctor.
They equate healthcare with wellness and might choose to spend more on specialized fitness classes like a cross-training or yoga–an average of $155 per month, according to one report.
When it comes to medical instructions, Millennials show a preference for treatments that feel “necessary” and are easily understood.
Their healthcare experience matters. They want their health provider to help them be healthier every day, but they definitely do not like the traditional appointment setting.
Millennials prefer digital exchange of information that is paperless, and phone call-free. They are more likely to respond to an app, text or email. 2018 alone saw a decrease of 45% in the number of appointments booked by phone, while appointments booked by web page increased by 100%.
Get more advice on marketing to Millennials
Does all this seem like information overload? Well, that’s the Millennial experience, and they are more likely to research their health online than older consumers. They aim to be very educated when it comes to making decisions about their own healthcare.
Listen to our webinar
For more information on all these points and more, download and watch our on-demand webinar, “Marketing to Millennials as Healthcare Consumers.” Binary Fountain’s SVP of Marketing Aaron Clifford hosts, featuring:
- Kelly Kavanaugh VP and Chief Strategy Officer at Dayton Children’s Hospital
- Jordan Howard VP Marketing & Strategy at OM Healthcare
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