Much has been said about millennials regarding their attitudes, habits, work ethic, political views, and more. You likely understand that millennials are fluent in various forms of technology, fully engaged with social media, well educated and generally impatient. What you may not understand is that the coming of age of the millennial generation is very important to your medical practice.
It is estimated that there are 80 million people in the millennial generation. They are the largest, strongest market segment in America. This massive group of consumers, now in adulthood, has the tendency to view healthcare as any other product or service that they might consume. They are more likely to shop around and change healthcare providers based on a variety of factors, including advertising, reputation and experience.
This is much different than how previous generations interacted with healthcare, and many practices may not be set up to draw in millennials. So, how can you equip your practice to deliver quality care to the largest living generation in the US?
Millennials are digital natives. A recent survey showed that 87% of millennials have smartphones, and 78% of them spend more than two hours per day on their phones. These customers are mobile, so your practice must be as well. Mobile websites and apps are quickly becoming must-haves for practices who want to capture the attention of millennials in any marketplace, including healthcare.
This generation is also more likely to search the internet for information, use review site like Yelp, and gather recommendations from social networks before making a decision about a service provider. In order to reach this market, your practice must be aware and in control of its online reputation.
Offer Quick, Easy Communication
Communication has changed in the hands of millennials. Texts have replaced phone calls, Google Hangouts replace meetings, and everyone expects instant replies. It’s likely that millennials won’t sit on hold for several minutes waiting to schedule an appointment or get information, they will just hang up and consult the internet. Offering a variety of quick and easy avenues for patients to communicate with you, such as online chat or email forms, will give you an edge in reaching younger patients.
Social media is another valuable way to communicate with these patients. Studies show that 40% of millennials use social media for healthcare purposes. Maintaining a social media presence can set you apart from other practices, and allow you to connect with more patients quickly when they need it.
Provide Quality Information
Millennials are not only generally well-educated, but they do their own research. The issue here is that there are many less-than-credible sources on the internet, where most millennials are conducting their research. Providing regular educational material through emails, blogs, or social media will ensure that accurate information is getting to your patients, and will establish your practice as an authority in your field of medicine.
Still not sure where to start in marketing to millennials and other patients? Let My Local Beacon help. Contact us today!