Seven Ways to Connect with Millennials in Healthcare Marketing
Healthcare marketers opting to engage Millennials will create differentiation and give your organization an edge for long-lasting relationships with this generation.
Millennials have grown up. They are the largest generation in U.S. history – even larger than the Baby Boomers. Their ages range from 16-34 and the older members of this group are beginning to enter their peak earning years. One thing we need to consider as healthcare marketers is that they are starting families.
According to research conducted by the Boston Consulting Group (BCG), Millennial expectations are very different from the generations coming before them. The marketing tactics that have worked in previous generations won’t work with this group. What does this mean in the context of healthcare marketing? It means we need to rethink our brands and marketing strategies for our healthcare services, from primary care to maternity services and pediatrics.
1) The message isn’t about “me.” Millennials have grown up being treated as individuals and expect personal experiences. Therefore, they want things their way and don’t want to be lumped into a “general” category. For you as a marketer, this means not grouping them under one label, such a “women’s services,” or you risk being ignored. Opt for personalized information over general enewsletters and general direct mail pieces.
2) Use photos more than text. Millennials are a visual bunch. Videos and photos generate much more engagement with this group than text does. This means those 20-page patient booklets and packets are worthless to a millennial. Convert this type of information to bullet-sized copy points or videos.
3) Offer convenient care and fast access. This group values speed, convenience, ease and efficiency in anything they do. This includes technology, but envelopes everything else too. Consider online access to information such as lab results, prescription renewals and appointments, and text reminders about medications or appointments.
4) Engage them or you’ll lose them. BCG data reveals that 60 percent of Millennials rate products and services online and upload videos, images and blog entries. Give them the opportunity to share and they’ll take it, or let them read what people are saying about your healthcare brand. 79 percent of this group use social media platforms to connect with friends in real-time. If your organization isn’t cultivating your brand on Twitter, Facebook, YouTube or other platforms, it’s missing huge opportunities with this group.
5) Get mobile-minded. Millennials are mobile. There is no question about this. And at the very least, your website should be mobile. Text reminders and mobile payments are two functions that you should be deploying in the near future. Apps are also something you should be looking at to provide mobile convenience for appointment scheduling or information on medication.
6) Good design is expected. Millennials have grown up with computers and other digital devices, so good design isn’t a differentiator for them. It’s expected. Conduct a thorough review of your online processes, such as customer service, registration and admissions, to see if you might be losing potential patients due to bad design. If you know it’s bad, then fix it. Millennials are always in a hurry and want the quickest means to an end.
7) Make Millennials part of the team. You need the older members of this group on your marketing team to help steer you through the nuances of marketing to Millennials. Non-Millenials don’t really get how this group consumes media so you would be wise not to put one in charge of your Millennial strategy.
For more on BCG Millennial consumer insights, check out The Millennial Consumer: Debunking Stereotypes.
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