At a Glance
- To appeal to tech-savvy Millennials, prioritize a strong online presence, including an optimized website and online scheduling.
- Engaging Millennials means an active and responsive social media presence, with a focus on two-way conversation and cause marketing.
- As the largest living generation, targeting Millennial-specific healthcare needs and preferences is essential to stay relevant and build lasting brand loyalty.
Millennials, born between 1981 to 1996, surpassed Boomers as the largest living generation in the United States in 2019, according to the Pew Research Center. Their sheer size should make them a marketing priority for any healthcare provider. As this generation continues to age, providing healthcare for Millennials will grow as a priority for all providers.
Millennials have different expectations for their healthcare providers, and fine-tuning healthcare for Millennial-specific will help you reach, attract, and engage them.
5 ideas to make your healthcare practice appealing for Millennials
1. Prioritize your online presence
The patient journey often begins with a search for care online. According to Tebra’s 4th annual Patient Perspectives report, 77% of users look online for doctors, and 86% of Millennials search online for healthcare providers.
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 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 business and healthcare directories, like Healthgrades, Yelp, and more. The more places your information is accurate, the more likely patients will be able to find you online.
2. Modernize your healthcare website
A successful healthcare marketing strategy builds trust with consumers. Millennials are a tech-savvy generation who 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. Make it easy for Millennials to vet your practice by including the services you offer, appointment availability, provider background information, patient testimonials, and photos of your practice and front office staff.
Today and beyond, a mobile-friendly website is a necessity. Statista surveys show that 96% of Americans 18-29 and 98% of Americans aged 30-49 own a smartphone, and that 46% of visitors are likely to abandon a web page if it takes longer than 4 seconds to load. Practices need mobile-friendly design to capture smartphone browsing by ensuring web pages load quickly and are optimized for mobile viewing.
3. Offer online scheduling
These days, consumers expect to be able to complete almost every task online — from making restaurant reservations to getting groceries to booking medical appointments. Patients today expect this level of ease and convenience from their healthcare providers as well and are more likely to choose providers who offer digital capabilities. One survey by GetApp found that 94% of respondents said they'd be more likely to choose a new service provider if that provider offered online booking options.
If you’re looking to provide more healthcare to Millennials, your practice must offer online scheduling to provide the level of customer service Millennials are accustomed to and expect.
4. Engage patients on social media
It’s no surprise that social media marketing is a must today, especially for practices looking to attract Millennials: according to McKinsey, Millennials are the most active social media users of all generations.
The old business adage of meeting your customers where they are includes social media platforms. Use these platforms creatively, and look for ways to become a resource for patients, display your practice’s personality, and engage in a 2-way conversation with the community. This last piece is key: generating leads from social media means practices must be responsive and active on social media.
You may also consider investing in paid healthcare marketing on social media. This allows you to specifically target local Millennials with social media ads.
5. Partake in cause marketing
Millennials have always cared about social issues, but per Deloitte, this sentiment has only increased alongside the growing social and political tumult. According to Sprout Social, 66% think it is important for brands to take public stands on social and political issues. Millennials, in particular, make decisions based on a brand’s values.
Millennials want to feel like they’re making a difference in all aspects of their lives. By authentically aligning yourself with a cause you care about, you may attract like-minded Millennial patients.
Tailoring healthcare for Millennials will serve you today and in the future
Healthcare is rapidly changing, and Millennials have been one of the catalysts for its evolution. Stay ahead of the curve by building brand loyalty with this generation.
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