Tapping Millennial Values to Drive Health Care Engagement
By Julia Brady and Amy Ferguson
Millennials are now the largest living generation. And according to Pew Research, among the most educated, the most diverse, and, perhaps surprisingly, the most loyal to their employers compared to previous generations. Wait a minute, isn't this the cohort referred to as the "me generation" in years past?
Values as a path to engagement
Well, yes, but let's take a different perspective. When viewed through the lens of core values, the focus on self is more likely rooted in a millennial's desire for authenticity. According to an article in Inc Magazine, "Eighty percent of Gen-Y say they prefer on-the-spot recognition over formal reviews and feel that this is imperative for their growth and understanding of a job." A desire for immediacy and direct communication may be mistaken for a touch of egocentrism as Millennials want information that can lead to insights to inform future decisions. Looking at analogous situations like the workplace can tell use a lot about how millennials wish to receive information and be engaged.
Millennial research conducted by BVK in 2017 identified a handful of motivators and core values, some that are particularly relevant to health care providers looking to build engagement with this elusive market. Health care providers able to tap into these values create a stronger pathway for millennial engagement. And studies show that when an organization authentically aligns with certain values, it stands a much better opportunity to build engagement and win loyalty. As Jim Stengel, author of the book Grow writes, "Purpose paves the way for increased brand relevance and distinctiveness."
Delivering Community with Intention
While many health systems are embracing millennials' desire for convenience and immediacy, building lasting relationships beyond the care transaction is more challenging. While millennials are more likely to utilize virtual visits than prior generations, bricks and mortar provider sites can provide a distinct opportunity to engage, especially if designed with intention and aligned with the millennial value of connection. Millennials are often categorized as "digital natives" when that is only partially true. As one millennial in his mid-30s pointed out, "I think most people forget that people my age didn't have cell phones until high school." He went on to share that while he's more likely to embrace new technologies, nothing replaces meaningful interactions.
Chicagoland's NorthShore University HealthSystem recognized the value in millennial parent engagement when designing its new pediatric ambulatory care center. In partnership with Advocate and University of Chicago Medicine, NorthShore is developing a hub for both services and connections. Combining an inviting and playful design with distinct services that millennial parents' value like wellness and pediatric-only urgent care, the triumvirate of providers is building a destination where parents can find both care and community.
CityMD was founded on the premise of "making healthcare inclusive," and they are winning over consumers, particularly the elusive population of millennials, with their ability to offer access and ease of use without sacrificing quality and access to a continuum of care. Touting "board-certified physicians and short wait times" CityMD forges strategic partnerships with larger providers, providing a gateway to the Millennials for partner health systems offering more complex care.
Conclusion
When an organization connects its market position to a core human value, this creates alignment among reason for being, internal beliefs and customer values. When done well, it inspires loyalty internally and engagement externally. Health care providers able to align with millennials desire for meaningful connections can create the conditions for driving engagement.
Learn More at the SHSMD Annual Conference
At the SHSMD Connections Conference in Nashville be sure to check out our presentation on: "Engaging Millenials in Their Health Care." It will be one of a broad range of educational sessions offered at the conference designed to position SHSMD members for success in the new health care landscape.
This blog was written by:
Julia Brady
Senior Vice President
BVK
Chicago
Amy Ferguson
Assistant Vice President, Integrated Marketing and Corporate Communications
NorthShore University HealthSystem
Evanston, Illinoise