How to Build a Healthcare Brand for Millennials (and Why You Must)
As a healthcare brand, you may have not historically marketed to millennials, focusing instead on older baby boomers that have more medical needs. But millennials have significant spending power – and they’re now at the age where they require more healthcare services. Learn how to reach this key demographic with these guidelines from MassLive Media.
Understand the Target Audience
Definitions of the millennial generation vary slightly: the United States Census Bureau defines millennials as anyone born between 1982 and 2000, while Pew Research Center sets a narrower range, limiting millennials to individuals born between 1981 and 1996. But whichever bracket you use, we know that millennials are now the biggest generation in U.S. history.
With lower incomes than past generations, millennials are putting off major purchases like buying their first home. They may also have had limited interactions with the healthcare system because they were underinsured, or simply because they were young and healthy. But now, the average millennial is in their 30s. They’re starting to settle down and have children, and that means they’re more likely to be seeking out healthcare services.
Plus, millennials have a strong focus on health and wellness. Goldman Sachs reports that millennials view wellness as a daily pursuit – they want to eat right, exercise more, and they’re less likely to smoke than previous generations. They are looking for reputable guidance and tools that help them live healthier lives.
Grow Your Web Presence
Millennials are known as “digital natives.” They grew up with the internet and are comfortable navigating online spaces. They may even prefer digital information over traditional print media. Plus, millennials are more likely than other generations to research health information online and to self-diagnose with tools like WebMD. Healthcare brands have a major opportunity to reach this generation through reliable, well-researched online health information. Millennials expect a strong web presence, and they will trust your brand more if you have valuable digital content. This includes:
- Short and accessible copy
- Visuals like infographics
- Video content
- Timely and targeted information on social media
Manage Your Online Reviews
Millennials do their research. Before they make an appointment with a doctor, they’re likely to check out the provider’s online reviews. While you can encourage patients to rate and review your services, you also need to address negative reviews promptly and thoroughly. Talk with your marketing, customer service, and risk management teams to develop policies and best practices for responding to negative reviews and resolving any possible disputes. When prospective patients read these reviews, they’ll see that your organization takes the time to talk with patients and address their concerns.
Show Your Value
While millennials have spending power, they’re very cost-conscious. They may be wary of healthcare services that seem too expensive or don’t have transparent pricing. Use your healthcare marketing communications to communicate the value of your services, such as emphasizing how preventative care can prevent higher medical bills down the road. Provide good faith estimates for services whenever possible.
You should also take a look at the public-facing aspects of your financial department: do you have clear information on the insurance plans you accept? Can patients pay their bills online, and is your payment portal easy to navigate? A user-friendly experience on the financial side boosts your image among millennials and helps you retain baby boomer patients, as well.
Millennials want their healthcare providers to be accessible and responsive – they expect a high degree of customer service. In addition to offering services like online bill pay, consider investing in features such as:
- Telehealth appointments
- Online appointment scheduling
- Text messaging for appointment confirmations
- Digital check-in systems
This generation is keenly aware of how valuable their time is, so anything you can do to offer convenience helps boost your brand.
Get Help Connecting with Millennial Patients
Need more insights on how to reach your target audience? At MassLive Media, our team of marketing specialists uses evidence-based strategies to help healthcare providers improve their online engagement and attract new patients. Our capabilities include:
- Audience research and segmentation
- Video production
- Search and social media strategy
- Digital and print creative services
To learn more, contact us today.