Here's some good news for primary care physicians. All that work you're doing to modify your practices for the COVID-19 pandemic may be just the thing to engage hard-to-reach millennials.

You know that today's 25 to 40-year-old consumers shop and communicate differently than other cohorts. Avocado toast anyone? They also have unique preferences when it comes to healthcare. According to new research data from Advisory Board, here's what millennials care most about.

Virtual visits

Millennials are attracted to telehealth. If like most providers, you ramped up your telehealth services during the pandemic, you may be in a stronger position to offer the live virtual visits this group wants. Many in this age group have already used a telemedicine consultation to address their urgent care needs. Research shows that nearly a quarter of millennials would consider visiting a PCP that offers telehealth.

Positive, personalized encounters

Consumers tend to become frustrated when their expectations and needs are not met. That's especially so for millennials. They want to connect on a personal level, they seek simplicity and they want to feel valued.

The increased patient safety and office policies inspired by COVID-19 offer a more trusted and positive customer experience for all your patients. Use these policies to convince millennials in particular that it's worth coming to the doctor's office — versus the alternative care clinics they tend to favor.

On-demand access

Millennials have an exceptionally low tolerance for waiting. How low? Data shows only 40% of millennials will wait more than a day to receive care for a viral condition like the flu. And half those surveyed have found care outside a traditional PCP office for fever and sore throat.

If you currently offer convenient drive-up COVID-19 testing, you may have an inside track on winning millennial patients. Once they take advantage of this on-demand service, you have a chance of convincing them to continue the relationship.

Price and premium options

Millennials are notoriously price sensitive. They have a low net worth compared to previous generations, and 27% are self-employed, which often means no healthcare plan. But here's the surprising fact. They are open to paying for premium services related to access.

Three-quarters of this cohort would pay $200 a year if they could be guaranteed a same-day in-office or virtual visit with a specialist.

Create a communication strategy for loyalty

Beyond price and convenience, according to the data, millennials will select a medical group based on past experience and recommendations from friends and family. At over one-fourth of the population, this demographic is too large to ignore. Start developing a communication strategy today. If you need help, give us a call.

CMG Health Marketing is here to help you better understand your patients and their preferences, so that you can develop long-lasting relationships.