Millennials are the most-studied, most racially diverse, and soon-to-be the best-educated of the generational cohorts. They are the largest of the generations—at 82 million and counting—and make up a quarter of the U.S. population. They are the biggest group in the workforce and in the marketplace, and their influence will continue to grow. With an age range of 19 to 37, the youngest of them will soon be leaving their teenage years behind, and the oldest will soon start having those birthdays where their younger friends bring them black balloons.
What do they want their healthcare to look like?
- Millennials are generally healthy, due in part to their ages, and they want to stay that way. There will be challenges to their continued good health, however: their life expectancies may level off or decline compared to earlier generations, with obesity a significant issue.
- Over a third want their healthcare providers to help them be healthier every day. But they see their primary care physician less than other groups, and have a greater affinity for retail clinics and acute care clinics.
- They bring their technical and media savvy to their healthcare selection-and-use process. Nearly three-fourths would prefer to have access to mobile apps for booking appointments and for managing health data and preventive care. Sixty percent would take this even further, using telehealth options rather than in-person care visits.
- They prefer to use online reviews in their decision process as they select care providers.
How can your healthcare facility find a place in their world?
- Millennials are the first generation to be referred to as digital natives—those for whom a digital and media-saturated world has been in place during their entire lifetimes.
- They are the creators of—and avid users of—social media. Estimates of Millennials’ use of Facebook range from 80+ percent to 90+ percent. It’s not a one-size-fits-all usage, though—their social media preferences change as their ages and life circumstances change, and their presence is spread across several social media platforms.
- They are social-minded. They are acutely aware of the impact of their marketing power and willing to use their purchasing power to make issue statements. An amazing 93% say they are more likely to embrace an ad if it promotes a partnership with a cause.
- They are loyal to their brands, but if they lose faith in your brand, don’t expect to be able to win them back. And you need to get their attention quickly, because if you don’t, they’ve probably already moved on.
While Millennials present a new set of challenges to many healthcare providers, they will reward those that are quick to adapt and adjust to their preferences to learning about healthcare—which is through mobile and apps. They will respect those working to make the world a better place and they will be loyal once you’ve gained their trust. Download our infographic, The Opportunity of the Millennium, to learn more about this fascinating group that could be looking to your healthcare facility to help them stay healthy for generations to come.