Here's some good news for primary care physicians. All that work you're doing to modify your practices for the COVID-19 pandemic may be just the thing to engage hard-to-reach millennials.
You know that today's 25 to 40-year-old
consumers shop and communicate differently than other cohorts. Avocado
toast anyone? They also have unique preferences
when it comes to healthcare. According to new research data from Advisory Board,
here's what millennials care most about.
Millennials are attracted to telehealth.
If like most providers, you ramped up your telehealth services during the
pandemic, you may be in a stronger position to offer the live virtual visits
this group wants. Many in this age group have already used a
telemedicine consultation to address their urgent
care needs. Research shows that nearly a quarter of millennials would consider visiting
a PCP that offers telehealth.
Positive, personalized encounters
Consumers tend to become frustrated when their expectations
and needs are not met. That's especially so for millennials. They want to
connect on a personal level, they seek simplicity and they want to feel valued.
The increased patient safety and office policies inspired by
COVID-19 offer a more trusted and positive customer experience for all your
patients. Use these policies to convince millennials in particular that it's
worth coming to the doctor's office — versus the alternative care clinics they
tend to favor.
Millennials have an exceptionally low tolerance for waiting.
How low? Data shows only 40% of millennials will wait more than a day to
receive care for a viral condition like the flu. And half those surveyed have found
care outside a traditional PCP office for fever and sore throat.
If you currently offer
convenient drive-up COVID-19 testing, you may have an inside track on winning millennial
patients. Once they take advantage of this on-demand service, you have a chance
of convincing them to continue the relationship.
Price and premium options
Millennials are notoriously price sensitive. They have a low
net worth compared to previous generations, and 27% are self-employed, which
often means no healthcare plan. But here's the surprising fact. They are open
to paying for premium services related to access.
Three-quarters of this cohort would pay $200 a year if they
could be guaranteed a same-day in-office or virtual visit with a specialist.
Create a communication strategy for loyalty
Beyond price and convenience, according to the data,
millennials will select a medical group based on past experience and
recommendations from friends and family. At over one-fourth of the population, this
demographic is too large to ignore. Start developing a communication strategy
today. If you need help, give us a call.
CMG Health Marketing is
here to help you better understand your patients and their preferences, so that
you can develop long-lasting relationships.