Now aged between 23 and 38, millennials are the largest generational group in the workforce. However, an incredible 93% of them do not schedule preventative care visits with their physicians. This has significant potential to impact health care practices.
However, by understanding the millennial mindset and actively taking steps to target this demographic, medical providers can increase the likelihood that Millennial patients will seek out their services.
Here’s what you need to know about millennials and healthcare.
Millennials are Cost-Sensitive
Many millennials are heavily burdened by student debt and are likely to be working within the “gig economy.” Low disposable incomes, reduced access to employer health plans, and lack of trust in health care pricing make them particularly cost-sensitive. Health care professionals can better reach millennials by offering clear and transparent pricing as well as payment plan options that take into account the patient’s ability to pay.
Convenience is a Driving Factor
Convenience and quick service matter to millennials. A practice that can be flexible, minimizes friction around paperwork and administration, and that simplifies overall service provision has a higher chance of appealing to millennials than a more traditional one. Additionally, as part of the information generation, millennials expect to be active participants in their own healthcare. Taking a collaborative approach that takes into account the patient’s needs and preferences will help engage and empower millennial patients.
You Must Be Tech-Savvy
As digital natives, millennials have a preference for technology-driven services. Consider streamlining bookings and check-ins with apps and tablets, providing telemedicine services and offering seamless options for payments, communications and appointment summaries. Integrating technology across all areas of your practice can help appeal to millennials and incentivize them to book an appointment.
Relationships are Important
Part of the reason that millennials are less likely to schedule check-ups is that many of them don’t have an assigned doctor. With healthcare becoming increasingly fragmented and young people having perceptions that healthcare is profit-driven rather than health-driven, medical practices need to show patients that their health comes first. Focusing on building long-term relationships, treating the whole patient, and taking an approach that focuses on prevention rather than intervention can help build trust with millennial patients.
They Expect a Hospitality-Like Vibe
Millennials have increasingly high expectations around what a healthcare clinic should look like. These expectations are informed by the interactions with retail and hospitality providers, both of which are verticals that healthcare providers should look to for inspiration. For healthcare providers to truly appeal to millennial patients, they need to provide a setting that lives up to these expectations.
Putting it into Practice
Changing expectations around healthcare provisions are having an impact on how and when millennial patients seek care. This, in turn, is influencing the experience that healthcare providers can and should provide. Forward-looking providers should take these evolving norms and expectations into account when building out their spaces and should look at integrating technology and service-driven approaches throughout their practices wherever possible.