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Hospitals: Marketing to Millennials

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Millennials utilize technology in every facet of their lives, including the doctors and hospitals they choose for treatment. Attached to their smartphones, millennials have more access to information and resources than ever before. And with more access comes more attempts at self-diagnosing - and, consequently, less visits to local doctor’s offices and hospitals. Healthcare professionals must adapt to this mentality if they wish to effectively address the challenge of attracting potential patients in this demographic.

Understanding how this group uses technology is the first step in engaging their attention. They prefer to spend their money on technology, and according to the Millennial Mindset: The Worried Well, 77% of adult millennials worry about affording the cost of healthcare.

Millennials must be included in a hospital’s marketing plan from the start, because it’s a demographic that continues to grow. Marketing to this generation with archaic strategies won’t do. The U.S. Census Bureau projects that millennials will surpass baby boomers this year as the largest living generation in 2015. It’s in this demographic that you’ll find the fastest growing group in the workforce - one with increased purchasing power.

Millennials seek comfort from their healthcare providers, making it essential for hospitals and independent practices to develop “relationships” with potential patients in this demographic. Although using social media is a good start, hospitals must do more. PostPlanner.com gives the following demographics:

  • Over 59% of millennials indicate their favorite sites have amazing graphics.
  • Over 57% of millennials indicate those sites have brief, well-planned & written content.
  • Over 58% of millennials say these sites have a community of fans.
  • Over 76% of millennials indicate their favorite sites have easy and understandable content.

Clearly, millennials favor information found online. To cater to this, hospitals must provide website content that is easily digestible; hospital must have interactive sites that allow visitors to do a variety of things; and hospitals must engage in real time with their audience. Researching the types of online experiences millennials crave is a crucial first step in winning the attention your facility seeks.

Go Digital

It’s one thing to have an engaging website, but it’s another to ensure that your website - and your internal processes - translate to other devices that accommodate the needs of this generation. Millennials who use desktops, tablets, and mobile devices regularly want to be able to access their health records electronically. They want the ability to make appointments online, schedule refills and requests for prescriptions with the click of a button, and engage in online chats with physicians on a regular basis.

Studying your target audience to see how they interact with their peers can provide data to create personalized experiences with each and every current or potential client. Creating content focused on the topics millennials want to hear about is key to keeping them engaged. These are just a few ways that targeted marketing to millennials can be an essential part of your hospital’s marketing strategy. Knowing how to attract and keep patients can result in a higher ROI now and in the future.