How to Win Over Millennial Patients
Does your practice have a lot of millennial patients? If not, you might want to rethink your patient acquisition strategy. Sources rarely agree on the exact dates, but millennials were generally born between 1984 and 2000 and their priorities often differ from those of older generations, so it can be hard to appeal to them. Let’s see what we know about millennials and how healthcare providers can attract them.
What do Millennials Want?
Almost 50 percent of millennials “shop” for health insurance providers online. They look at online reviews and sites like Yelp to see which providers and practices have the best reviews. If you haven’t Googled yourself or your organization, it might be time to do so.
Millennials also expect their doctor to have digital capabilities. They want to be able to view their test results on time. Scheduling appointments online is also important to them. Most millennials use technology daily, so they are drawn to healthcare providers who meet them in their comfort zones.
Millennial patients also want convenience, especially when it comes to their condition and their visit with you. They are used to being able to find answers to anything with a quick Google search. Organizations that want to acquire these millennial patients should provide them with as much information as possible, so they don’t turn to a search bar instead of calling your office.
Millennials care about cost and timeliness, too. If you be transparent about both, younger patients will thank you.
Attracting (and Keeping) Millennial Patients
Millennials have different wants and needs than other generations. If you have a strong online presence (including reviews), offer as much price transparency as possible and provide digital scheduling capabilities, you’ll be more likely to attract these younger patients. According to the 2018 PatientBond Consumer Diagnostic, a nationally-representative study on healthcare consumers in the U.S., Millennials are more likely than the General Population, to look at online reviews when selecting a provider.
However, millennials aren’t attached to their providers, and turnover among this generation is high. Keeping these patients once you have them is important, too. By improving the patient experience, you not only increase loyalty, but you also encourage millennial patients to leave positive reviews. In turn, this feedback attracts their cohorts and strengthens your acquisition strategy.
When millennials go to the doctor’s office, they want to have a real connection with the provider, and they don’t want to feel as though they are rushed. Focus on timeliness and allow ample time for each patient.
Also, listen when they share health data. Many millennials use Fitbits or Apple Watches and want to share the data they’ve been tracking, such as steps, average heart rate, sleep and activity level. By listening attentively and maybe even teaching them how to interpret this data, you can stand out among this generation.
Psychographic Insights on Millennials
Patient communication isn’t a one-size-fits-all situation for any group of patients, even those from the same generation. That’s why PatientBond’s engagement platform is powered by psychographic segmentation — a proprietary model that separates people into one of five categories depending on their lifestyle, attitudes and values.
In the 2018 PatientBond Consumer Diagnostic, we looked at how people of different ages split into each of the segments. The study found that millennial psychographics are somewhat dispersed, although the majority are Willful Endurers or Balance Seekers.
Balance Seekers thrive when given choices, and they’re fairly proactive when it comes to their healthcare. Willful Endurers, on the other hand, will delay going to the doctor until the last minute, and even then they have a difficult time changing their habits based on their doctor’s recommendations. By designing good marketing that speaks to the millennials’ self-reliant side and tailoring the experience to each segment, you can attract these younger patients.
Overall, millennials are looking for healthcare systems with current technology, good reviews and low-cost, high-quality care. Take a look at your organization as it stands — can you be that provider for millennial patients?
For more on psychographic segmentation boosts patient acquisition, download our case study