Millennials, those born between 1981 to 1996, are expected to become the largest living generation in the U.S. in 2019, according to the Pew Research Center. Their sheer size should make them a marketing priority for any healthcare provider, and as this generation continues to mature, so will their healthcare needs.
It probably comes as no surprise that old healthcare marketing techniques may not help with patient acquisition for this group. Read on for tips that can help you reach and attract Millennials to your practice.
The beginning of the patient journey often begins with a search for care online. According to PatientPop, 74.6 percent of people have looked online to find out about a doctor, a dentist, or medical care. This is no different among Millennial patients. In fact, more than half of Millennials believe health-related information on the internet is as reliable as information from medical professionals, according to a report by Weber Shandwick.
Thus, your healthcare marketing strategy should start with your online presence. A strong online presence consists of more than just having a website. One way to enhance your online presence is to create a Google My Business profile. Google favors this type of profile in searches and can allow you to be displayed prominently in search results.
Be sure to also create or claim listings on important business and healthcare directories. The more places your information is accurate, the more likely patients will be able to find you online.
A successful healthcare marketing strategy builds trust with consumers. Millennials are a tech-savvy generation and will evaluate your practice through your healthcare website. To earn trust, your website needs to be well designed, be mobile-friendly, and include helpful information. A modern practice needs a modern design. Give Millennials a chance to vet your practice by including information about you and your staff, the conditions you treat, and the services you offer.
According to the Pew Research Center, 93 percent of U.S. Millennials own a smartphone, so ensuring your website looks good on mobile phones is crucial for patient acquisition. Because 53 percent of visits are likely to be abandoned if pages take longer than 3 seconds to load — according to Google — it’s important to ensure your mobile site loads quickly.
These days, consumers are used to completing everyday tasks online — from buying new clothes to making restaurant reservations and even getting groceries. Younger generations expect this level of ease and convenience from their healthcare providers as well and are more likely to choose providers who offer digital capabilities. According to Accenture, 40 percent of Millennials say they’re more likely to choose a provider that offers the ability to book, change, or cancel appointments online.
If you’re looking to transform Millennials into new patients, then offering online scheduling can increase the amount of booked appointments from this particular group.
Using healthcare marketing to attract Millennials means reaching them where they are. About 88 percent of those age 18 to 29 use at least one social media channel, according to the Pew Research Center. According to a report by Nielsen, Millennials spend about 6 hours per week on social media.
Become a resource for Millennials by sharing your expertise on social media. According to C Space, less than half of Millennials consider regular medical and dental checkups to be part of their overall health and wellness. Use social media to remind your followers when to make an appointment. For example, if you’re a dentist, you may encourage your followers to schedule a cleaning every six months.
You may also consider investing in paid healthcare marketing on social media. This allows you to specifically target Millennials in your local area with social media ads.
According to Sprout Social, 66 percent of consumers think it is important for brands to take public stands on social and political issues. Millennials, in particular, make purchase decisions based on a brand’s values. According to a study by Edelman, 60 percent of Millennials are “belief-driven buyers” and will support, avoid, or boycott a brand based on its stance on a controversial or social issue.
Millennial consumers want to feel like they’re making a difference in all aspects of their lives. By aligning yourself with a good cause, you may attract Millennials who are looking to make a difference by visiting your practice.
Healthcare is rapidly changing, and Millennials are one of the catalysts for the industry’s evolution. Stay ahead of the curve by building brand loyalty with this generation of young adults.
Looking to understand how Millennials choose their healthcare providers? Download the whitepaper “7 ways Millennials are changing healthcare — and how your practice must adapt.”
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