Who are Millennials, why is it important to market
your health services to them, and how is marketing to Millennials different
than marketing to other generations?
When marketing your healthcare services, it's important to
consider generational traits and attitudes of each age group, so that you can
target your messaging to the unique perspectives and life experience of the
health consumers within your target age range(s). Generational differences
impact how your messaging is received and perceived by prospective patients.
Therefore, it's most effective to craft your messaging
accordingly and customize it for the target age range and generation whether
that's Baby Boomers, Gen X, Millennials, or Gen Z.
Depending upon the services and products you offer,
Millennials, who were born between 1981 and 1996, are currently the largest
segment of the population at 22%, and therefore they will likely comprise a
significant, growing portion of your target audience as they approach
middle-age.
Millennials
have Different Priorities, Concerns, and Perspectives about their Health as
Compared to Other Generations.
Research reveals that Millennials do not consider their
health status in the same way as Boomers or Gen-Xers do. According to research
by New
Hope Network, Millennials rank fact-based health measures (BMI, weight, BP,
etc.) as least important to assessing their health, whereas Boomers and Gen X find
fact-based stats to be the most important aspect when considering their health
status.
When Millennials assess their health and wellness, they prioritize
what they are experiencing and how they are feeling physically and emotionally.
Do they feel fatigued or depressed? Or do they feel energized and happy?
Millennials are much more concerned with how they feel than they are about the
number on the scale, for example.
Additionally, the New Hope research found that generally, Millennials
are not as innately trusting of the conventional healthcare system as Boomers
and Gen Z are. About 51% of Millennials trust the healthcare system, as
compared to 55% of Gen Z and 71% of Baby Boomers. This is important because it exemplifies
why it's important for your messaging to be authentic and consistent, to continue
building trust.
Furthermore, Millennials are actually more concerned
about their health than their elders - 69% of Millennials report thinking
about their health daily, as compared to just 55% of Boomers. Millennials are more
likely than other generations to visit an ER or an urgent care, and to use
telemedicine, according to the Health
Action Council. Additionally, behavioral health and women's health services
are frequently utilized by Millennials. Millennials are more likely to struggle
with a substance abuse issue, and to spend more money on fertility services
than their predecessors.
Marketing
Strategies for Millennials
Top Tech
is a Must
As the first generation of digital natives, Millennials
are much more reliant upon technology when making healthcare decisions than
Gen X or Baby Boomers.
According to Business
News Daily, the top communication / interaction methods for Millennials
starting with the most favored are:
1.
Text messaging
2.
Email
3.
Social media
4.
Phone calls
5.
In person / Face-to-face
Therefore, technology will play an especially important role
in your marketing and messaging strategy for Millennials, including social
media, digital marketing, and patient communication technology such as online
appointment scheduling, text messaging appointment reminders, etc.
To engage Millennials effectively, you'll need a strong online
and digital presence with quality content on the social media platforms most
utilized by Millennials. Social media trends can be fickle, but as of 2023, Millennials
spend most of their time on the platforms that emphasize visual content:
TikTok, YouTube, Instagram, and SnapChat, as opposed to Boomers and Gen X who tend
to be more active on Facebook and Twitter, for example.
Social media influencers also play a significant role
in capturing Millennials' attention and impacting their buying decisions,
including those related to health and wellness. For example, Mommy Bloggers,
Fashion Influencers, Health and Fitness gurus, etc. who have amassed large
social media followings will post about a brand or service for a fee, but it
can be costly. If it's in your budget, and if it makes sense strategically
(e.g. there is alignment with their followers and your target audience), then collaborating
with a social media influencer could be an effective part of your health
marketing strategy.
Millennials' interest in visual content extends to streaming
services and TV as well. According to Insider
Intelligence, 74% of Millennials consume the majority of their video
content via streaming services. Additionally, 21% of Millennials consume the
majority of their video content via Cable TV or Network TV. If you're not
including TV and streaming advertising in your marketing plan, you could be
missing out on a huge segment of Millennial consumers.
Highlight
Convenience & Accessibility
To capture the attention of the Millennial market, your services
need to be highly convenient, and your practice must be easily accessible and
interactive online. This includes scheduling and communication, but also
telemedicine, if telemed is possible and applicable to your type of practice.
Mobile-friendly platforms and apps that provide quick access to information and
services will also help you appeal to Millennial health consumers.
Offer Transparency
& Personalization
Millennials are savvy consumers who are adept and
experienced at deciphering brand messaging. They can see through flowery
language, phony fluff, or over-stated promises. Being realistic and
authentic is important for engaging Millennials - they simply want to know
the basic facts about your health services right up front:
- What problem will you solve for them?
- How will you solve it?
- Why should they trust you?
- How much it will cost?
- How do they sign up to get started?
Cost transparency is essential because Millennials tend to
be more cost-conscious about healthcare decisions because their health care
is costing more on average than that of previous generations.
If there is any way to personalize your messaging and/or customize
your health services to offer unique experiences based on the health consumers'
specific needs and preferences, this can be another way to get the attention of
Millennials, as they are very experiential. Millennials value feeling "seen
and heard" as an individual, so any way your messaging can communicate that
is helpful in engaging Millennial health consumers.
Communicating
Effectively with Millennials - Clear & Concise Messaging Builds Trust
As mentioned above, visual content is key for
effective communication and storytelling. User-generated content is also
important to build trust that Millennials are often lacking when it comes to
healthcare systems and services. Online reviews and ratings are also
great for building trust, as are case studies and success stories that
showcase innovative approaches and measurable outcomes your health programs
have produced for other patients.
A few more key tips for marketing to Millennial health
consumers:
Engage
Millennials through Community and Causes
- Promote community involvement and social impact initiatives - Millennials are drawn to brands with a purpose.
- Align your organization's messaging with millennial values, such as sustainability and social responsibility.
- Host wellness events and workshops to foster engagement and experiential learning.
Maintain
Trust by Overcoming Any Potential Barriers and Concerns Millennials May Have
- Address privacy and data security concerns by ensuring all PHI is protected, and that you've communicated your data policies clearly.
- Provide educational resources on healthcare insurance and coverage options.
- Offer incentives and rewards to encourage regular healthcare visits.
As the largest segment of the population, Millennials have a
huge impact on the overall success of your practice. Millennials do not respond
to the same messaging that may have worked in the past for engaging health
consumers who are part of the Baby Boomer generation or Gen X.
Devoting at least part of your health marketing strategy to specifically
engaging health consumers in the Millennial generation is key to growing your
practice and increasing revenue.
Transform
your Healthcare Marketing Department into a Revenue-driving Business Growth Unit