Relationships affect care. When millennials need medical attention, they turn to search engines and other online platforms such as WebMD before visiting their healthcare provider. According to a report, nearly 50 percent of millennials do not have a personal relationship with their physician. In fact, most millennials visit the doctor less than once a year and do not even schedule preventive care visits. They are also likely to cancel an appointment if they are too busy.
Millennials are more focused than older generations on the “wellness” part of their health. For Generation Y, staying fit is not about not getting sick, it is about balancing all facets of life—from controlling stress levels to cultivating positive relationships.
Meeting the healthcare needs of millennials
Millennials seem to be displaying a reluctance to engage with the existing healthcare system. This trend is driven by a number of factors, including any unpleasant experiences with healthcare providers, recent changes to the American healthcare industry driven by the Affordable Care Act, and a general lack of trust in healthcare institutions. In addition, millennials are more conscientious about costs, especially those with high-deductible health plans. As a result, they seek advice and care from a wide range of sources and have a more diverse interpretation of health information than older generations.
Given millennials’ declining engagement with the traditional healthcare system and increased self-dependence, healthcare practices need to meet millennials where they are—in their social networks and on emerging online healthcare and channels. By providing preventive healthcare apps and self-help resources, doctors can help millennial patients feel more empowered to make the right choices while gently steering them toward the traditional healthcare system, as necessary.
When it comes to attracting and engaging your millennial patients, keep four things in mind: convenience, patient experience, cost effectiveness, and credibility. In order to keep up with millennials’ desires for care, healthcare practices will need to provide quicker options like online check-ins and one-stop healthcare. With these convenient and tech-friendly healthcare alternatives, practices can attract and retain millennial patients.
Opportunities exist for healthcare providers who can free themselves from their tunnel vision of what healthcare has traditionally been and see the potential for how healthcare can be delivered through products and services that help millennials enhance their lifestyle and well-being.
Alex Mangrolia has been in digital marketing for more than 15 years to drive new profitable growth as well as techniques to boost website traffic and leads. He works as Director of Marketing and Product Development for Practice Builders, a healthcare marketing and consulting firm for healthcare practices, hospitals and clinics. Learn more about Alex's capabilities at PracticeBuilders.com.