Coming of age in the era of 9/11. Graduating into the workforce during the Great Recession. Now, hitting their stride in adulthood amidst the largest global pandemic in a century. Is it any wonder Millennials are worried?
Millennials (those born between 1981 and 1996) have the highest levels of anxiety and depression of any generation. They also have student loans, medical debt, and the tendency to mistrust authority — including their doctors.
To get through to this generation, focus on the sources of their stress. The "avocado toast" generation has no patience for brands that poke fun at, and do not seek to understand the source of their needs.
Between one-fourth and one-half of Millennials are likely to put off
seeking healthcare for a long-term condition. One of the reasons is cost. Needing
to rely on employer-sponsored healthcare in the face of an unpredictable job
market, Millennials do not want to risk high healthcare expenses or medical
How to build trust: Speak plainly and up-front about costs - especially for out-of-pocket costs. If your practice has financing options or a financial counselor, speak up! Your millennial patients want to feel like they have someone who understands them and has their back.
Millennials are more likely than other generations to do their own healthcare research online. Sites like
WebMD and Everyday Health are their mainstays. Many Millennials have had longer
relationships with these websites than with their doctors. And, because they
know how to do their own research, they are also more likely than other
generations to doubt their doctor's advice and turn to self-education instead.
How to build trust: Encourage your millennial patients to do their own research by suggesting reputable sources to investigate. Write thought-leadership articles on your own that will help inform patients of things like warning signs and when it's time to see a physician. Don't just push suggestions - be purposeful in the content you create.
Millennials are turning to telehealth with enthusiasm. Digital natives
who value convenience and efficiency, Millennials expect it to be easy when it
comes to making online purchases, even for healthcare. Digital
transactions, online appointment schedulers, automated follow-ups, and virtual options
are key to engaging this group.
How to build trust: If you offer virtual options or digital communication, start there first. Is this "a visit that could be virtual"? Try to honor time constraints when possible & value your patient's resources - including the time it may take to drive to a provider's office during the week.
When it comes to healthcare issues, Millennials are typically split in
opinion. A little more than half this age cohort are vaccinated. At this point, only 10% say they are still
unsure. Millennials want to make up their minds, and they want to do so based
on easily accessible information.
As a generation, Millennials question what they are told. Clear, comprehensive information will empower these future world leaders and healthcare consumers to follow their instincts and make their own choices.
How to build trust: Be vulnerable in the messaging you put out to your patients. Is there new information that has changed your standpoint? It's ok to admit that. When it comes to millennials, always "show your work". Don't just push a suggestion because it's industry best practice. Explain why you personally believe it's the best choice for your patients over other options - whether that's being vaccinated, coming in for regular check-ups, or taking certain medications. Be personal in your responses - nothing is more personal to a patient than their own health. Millennials especially are looking for someone who acknowledges the emotional significance of fully trusting their healthcare provider.
Want to market your practice to Millennials? Ensuring the
right messaging reach the right audience is paramount in getting your point
across. We can help you reach your target audience and meet your goals. Contact us today to find