Millennials are the fastest growing population in the U.S. and represent 75.4 million, exceeding Generation X and baby boomers alike, according to analysis of U.S. Census Bureau data by the Pew Research Center.
When it comes to healthcare marketing however, healthcare systems must find new ways to engage with consumers to reduce attrition, lower costs and improve their scores.
Millennials are unlike other generations. They want their healthcare to be convenient, quick, cost-efficient and consumer-focused. They want to read online reviews of doctors, find credible health information, make doctor’s appointments and find out what their health insurance plan covers—with one swipe on mobile and without having to talk to a customer service representative or medical staff.
Unlike baby boomers and seniors, millennials also lack loyalty and will find a new doctor or a new health insurance plan that’s more affordable.
Here, read on for 4 ways healthcare marketers can engage millennials.
How Healthcare Can Engage Millenials
1. Create the Right Content
According to 2015 survey by ZocDoc, more than 50% of millenials say they see a doctor less than once a year, which means they’re probably missing out on preventative healthcare screenings, which could lead to costly hospital admissions and claims.
Instead of static, condition-focused health content, healthcare systems need to establish themselves as trusted authorities by creating timely, relevant, newsworthy content several times a week.
2. Prioritize Healthcare Video Marketing
Video marketing is one of the most effective tactics healthcare systems can use to engage millennials and foster loyalty. Healthcare systems can produce welcome messages, informational videos about certain health conditions, patient stories and testimonials or physician profiles. The key is to keep it short—less than 90 seconds is ideal.
3. Offer a Wellness Plan
When it comes to engaging millennials, wellness plans work.
When UnitedHealth Group implemented Rewards for Health, a plan which gives employees the opportunity to reduce their insurance premiums by up $1,200 per family per year for having health screenings or achieving health goals, it resulted in improved workforce health and $107 million in savings within 3 years.
Wellness plans vary but rewarding millenials for taking control of their health with gift cards, cash rewards or premium discounts can be an effective way to foster engagement.
4. Target Them With The Right Channels
By using data like demographics and opt-in preferences, healthcare systems can target millennials through the channels they prefer and are more likely to engage in such as email, social media, SMS and push notifications via an app.
In fact, 71 percent of millennials want to use a mobile app to book doctor’s appointments, share health data and manage preventive care, according to a 2015 joint survey by Salesforce and the Harris Poll.