Millennials might not seem like the target audience for a health care marketing campaign, but the truth is, they should be.
Millennials have surpassed Gen Xers as the largest generation in the U.S. labor force, according to the Pew Research Center, and they’re bringing unique health needs with them. Combine that with their $2.45 trillion purchasing power worldwide and you’ve got quite a powerful demographic to target. Now is the time for health care marketers to find the best ways to reach them for sustained success.
Understanding a few key values, such as cost and convenience, is an excellent place to start in reaching this relatively young and healthy demographic.
Millennials in particular are very conscious of how their money is spent and it’s no secret that health care can be expensive. Because of that, half of millennials avoid seeing the doctor as a way to save money. However, they will spend the money when they perceive the value is there or when they see it will benefit their children. They are also more apt to price check and do comparison shopping online for medical and dental care, as well as ask for discounts. Showing a millennial the value of what you offer is vital in creating a longstanding customer. It truly comes down to listening to their needs and providing a product or experience that they will value.
Digital natives, more than 85% of millennials use smartphones to gain information with the swipe of a finger. So it’s no surprise that a joint survey from Salesforce and Harris Poll found 71% of millennial patients would like to have their providers use mobile apps to book appointments and share health data. And because millennials really value cost and convenience, nobody should be shocked to know the same study showed 60% of millennials are interested in using telehealth options (e.g., video chat with a doctor) so they don’t have to come into the office for an appointment. Technology has created a convenience factor that millennials have simply come to expect in most realms of their life. Health care should be no different.
Not only is the millennial population itself larger than any demographic, its members are also becoming responsible for health care decisions for their own children and parents. Health care marketers and the industry as a whole must adapt to meet this demographic where they are and with marketing plans that connect with their values.