The millennial generation is already the biggest cohort in the history of humanity, with between 78 million and 80 million millennials in the U.S.
You need to target millennial patients specifically in your medical service marketing strategy, and “one-size-fits-all” healthcare marketing strategies simply won’t work.
As this generation becomes a dominant force in the market, it’s crucial for healthcare providers to understand how to effectively market medical services to them. Here are five vital facts about marketing medical services to millennials:
Fact #1: Millennials are Educated and Privileged
Born roughly between 1980 and 2000, they are widely considered the most educated group ever to have inhabited the earth – so far, anyway. Most millennials are literate with a college degree. They know more about their health, growing up when school curricula included sex education and debate on smoking and abortion. To effectively market medical services to millennials, healthcare providers must prioritize transparency and communication. Providing easily accessible, accurate, and comprehensible information about medical services, procedures, and outcomes is key. Engaging them through informative content, such as blog posts, infographics, and videos, can establish trust and help millennials make informed decisions about their healthcare.
Fact #2: Millennials are Weight- and Health-Conscious
Health and wellness are top priorities for millennials. This generation places a strong emphasis on preventive care and maintaining a healthy lifestyle. When marketing medical services, focus on the benefits that align with these values. Highlight preventive screenings, wellness programs, and services that promote overall health. Consider integrating technology, such as health-tracking apps or online platforms, to cater to their desire for accessible and convenient healthcare solutions.
Fact #3: Millennials are Brand-Aware
Watching advertising since they were two, millennials are brand-aware and discriminating well before they reach adulthood. They know how to identify which medical marketing materials they want and reject the rest. They are selective in their choice of a service provider and question everything!
Millennials know what they want, and they can find it. To become the medical professional of choice to a millennial, your practice brand has to stand out. Showcase your commitment to quality care, patient satisfaction, and community involvement. Utilize social media platforms to share success stories, testimonials, and behind-the-scenes glimpses to create a relatable and trustworthy brand image.
Fact #4: Millennials are Plugged In
As the first generation to grow up with the internet, millennials are digitally connected and rely heavily on online resources for information. To effectively reach them, healthcare providers must invest in a strong online presence. Develop a user-friendly website, leverage social media platforms, and explore digital marketing strategies such as search engine optimization (SEO) and online advertising. Engage with millennials through social media campaigns, online forums, and virtual events to build a community and foster a sense of connection.
Fact #5: Significant Buying Power
Millennials represent buying power of about $170 billion. By 2025, they will comprise 75% of the workforce, and their buying power will grow accordingly.
In a few years, they will still be privileged, educated, health-conscious, brand-aware and plugged in, and worth more. They’ll also be older and making use of more healthcare services than they are now. So if your medical marketing strategy doesn’t include millennials as a major target group, maybe it’s time you reviewed it.
Understanding the unique characteristics of millennials is paramount for successfully marketing medical services to this demographic. By prioritizing education, emphasizing health-conscious services, building a strong brand, maintaining a robust online presence, and acknowledging their significant buying power, healthcare providers can effectively connect with millennials and build lasting relationships that prioritize their health and well-being.
Contact us today to find out how you can improve your medical service marketing results.
