Orthopedic providers will gain a new generation of patients if they understand what matters most to Millennials and respond to them. This generation is set to outnumber Boomers as early as 2019. What can you do to prepare?
- Check your messaging strategy. The No. 1 reason Millennials choose to have surgery is because they want relief from pain. If you want to increase your surgical consults, deliver messages that meet Millennials at the right point in their journey — when they’re in pain!
Take a close look at your messaging: website content, social posts, blog posts, radio and TV ads, and so forth. Show Millennials you understand their current circumstance and tell them how you can help — today. Make it is easy for them to choose you.
- Meet expectations. Unlike other generations, Millennials choose the hospital or clinic first versus the physician. Why? Because the patient experience matters to them. From a visit to your website (your virtual front door) to the post-surgical exam, they want things to run smoothly. The bar is high; if it’s not met, Millennials will quickly find another provider.
Offer online scheduling, text reminders, and check-in kiosks. For practices with less cash to invest in technology, make small investments. Start by serving great coffee in the waiting room.
- Ask Millennials to promote you. If you have business goals related to boosting your practice or hospital’s reputation or brand, consider putting your Millennial patients to work for you. Because they invest time in choosing the right provider, they typically have good outcomes and high satisfaction — especially when it comes to sports medicine.
Develop a strategy that takes advantage of Millennials’ social connectivity. They’re influenced by personal success stories and aren’t afraid to share their own.
- Invest marketing dollars wisely. Did you know Boomers respond to different marketing tactics than Millennials? Marketing and advertising should ultimately reach patients that will drive your bottom line.
If you’ve always wanted to dive deep into the minds of the patients you’re trying to reach and better understand them, we can help.
Check out our National Orthopedics Consumer Insights Study to learn more.