Communicating To The Millennial Healthcare Consumer

It’s no secret that the majority of information today is given and received online. It’s also no secret that patient experiences are generally unsatisfying. According to a recent study, about 81% of consumers say they are dissatisfied with their healthcare experience, yet providers overestimate the overall quality they give patients by more than 20%.

Millennials, soon to be accounting for 50% of the workforce, have an interesting trend - one that many healthcare providers will soon have to adapt to on a large scale; Gen Y has the highest discontent through the patient experience than any other demographic, valuing traditional healthcare less than previous generations.

Only 28% of millennials visit a doctor for existing conditions, compared with 53% of Baby Boomers. And just 22% of millennials visit a doctor for a new condition, versus 45% of older patients. Yes, yes… millennials being the younger generation should be naturally healthier and have less complications. But they also tend to rely on input from friends and family less than their provider, also valuing convenience and digital ease through popular brands (Uber, Starbucks, Zappos, Square, etc.). WebMD is a great example of where many millennials get their healthcare information seeing that convenience and digital ease are among their most valued traits in a provider.

Hooking millennials onto alternative forms of healthcare information and providers isn’t hard to do - with 73% willing to use on-demand medical centers, 64% retail clinics, and 52% telemedicine. Patient journey mapping is a common method of developing a data-driven visual to uncover the path a consumer goes through for their healthcare needs. Specific to the need, (whether it is to get healthcare, UTI episode experiences, check-up on mysterious symptoms, etc.) a persona can be helpful to uncover how exactly a consumer would most go about taking care of such issue.

Organized by demographic, technographic, condition, medical history and provider; these persona attributes are helpful to uncovering the best method of reaching out to your consumers. A structured narrative, or story, of the consumer, can then be constructed to maximize the effectiveness of your marketing strategy or branding position.

Millennials, in general, have placed the user experience in high value, and when the user experience is increasingly happening via technology, technology better be a priority in your business. This generation has grown up with technology being a bundle of communication, shopping, mapping, and education all in one. Utilizing this approach will not only ease the patient journey but will also create a higher satisfaction rate, employee retention rate, and more payers. 

To learn more about what companies are doing to sell to Millennials, or for help developing innovative strategies to market to these consumers; click here