Learn more about the differences between Millennials and their older counterparts…
They said what?
Today’s healthcare marketing landscape is more challenging than ever before. Consumers have so many different preferences, emotions, and needs. Plus, the demographic variances are mind blowing – re-stating the obvious, eh?
How do we best reach and serve these very different needs? Learning and better understanding the differences in digital healthcare behaviors between Millennials and their older counterparts is one way to start. Hear what Millennials had to say when responding to an annual consumer research study as well as some ideas to ponder.
As you’ll soon see, Millennials are stressed, social, and selective.
Five Key-Takeaways from an Annual Consumer Research Study
1. When it comes to top health concerns, Millennials are more stressed than their older counterparts. That may be the reason why they are more likely to search for health and wellness information on hospital websites. In fact, more than four in ten Millennials have visited a hospital or health system website. Do you offer information to help Millennials stay healthy and de-stress on your website?
2. More than four in ten Millennials have gone online to a social networking site and shared their healthcare experiences (45% vs. just 10% of older consumers). When picking a hospital, Millennials prefer a quality ranking organization over consumer-driven reviews. Physician rating/review systems are key to growth for your organization (e.g. don’t discount Healthgrades vs. Angie’s List or Yelp. You need both).
3. Millennials are least likely to have a primary care physician, and they are more likely to switch doctors because of poor service from office staff. No longer can a great doctor alone carry a weak office experience. Millennials are looking for a full retail-like experience. In fact, Millennials are more likely to want a ‘health coach’ over a primary care physician. This is one way retailers could compete without hiring doctors.
4. One in five Millennials have had a virtual visit recently, and they don’t care if it is from an independent source (e.g. MD Live) over a hospital-owned source. And, almost half are fine paying out-of-pocket for the convenience. More retail competition for that primary care dollar.
5. Health insurance is not as important to Millennials as it is to older consumers. In fact, having a cell phone is more important than insurance to Millennials as is having a social life. Since well-being encompasses financial health in addition to physical, emotional and spiritual health, is there an opportunity for healthcare organizations to help people better manage their finances? Think out of the box!
What’s next?Millennials will continue to be more digitally affluent than prior generations and will adapt quickly to the ever-changing technology and expect an outstanding customer experience. So with that in mind, here’s a quote from Jeff Bezos “We see our customers as invited guests, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.” By Toni Klein | March 13, 2017SHSMD Digital Engagement Task Force MemberCo-Founder & Digital Practice LeadKlein & PartnersOrland Park, IL toni@kleinandpartners.com