Millennials (born between 1980 and 2000) represent 24% of the US population, or 77 million people. They are the first generation to mature with cable TV, the Internet, and mobile phones, and believe that technology is one aspect of what makes their generation unique.
Technology is in their DNA. More than 80% sleep with their smart phones, with greater than one-half use social media at work, and 32% post social media status updates from the bathroom. In addition, they are the most educated generation with 23% earning a Bachelor’s Degree or higher. It is second nature for Millennials to seek information and opinions, and engage with brands online.
Millennials have come of age in the most dire economy since the Great Depression. They tend to be price conscious, deal savvy, and use apps to seek discounts (consider the popularity of RetailMeNot, LivingSocial and Groupon.) In fact, an estimated 31% of their shopping dollars are “deals.” Millennials value authenticity, are loyal to locally-produced items, hand-made/custom products, and companies with social-impact programs – and, importantly, are willing to pay a premium for these products. Ultimately, they want personal, direct interaction with brands and in exchange will advocate and endorse brands.
Even with knowledge and access to information, they are not the healthiest of adults. One-third are obese and 28% smoke (71% higher than the national average). Unfortunately, about one-third are uninsured – primarily because of cost. They are much more likely to visit free clinics and urgent care facilities (hence the 20% increase in urgent care centers over the past four years).
What do Millennials want from Health Care companies?
- A Proactive Focus on Health.
Prevention should be a focus. Millennials desire programs to help them make healthier choices (e.g. health assessments, weight management programs, smoking cessation classes); health care providers will satisfy this generation by offering a balance of wellness and treatment.
Online appointment scheduling, sensible hours, transparent costs, and connected caregivers are welcomed health care attributes. The vast majority of companies (retailers, technology service providers, etc.) offer these services; health care providers will better serve Millennials by integrating simplicity and self-serving technology into service offerings.
Access to records, clinical outcomes, financial data of providers, mobile appointment scheduling. Millennials want information – about themselves, their prescriptions, the companies with whom they engage. Most importantly, they want access to people – doctors, clinicians, and staff. Different than older generations, Millennials are more likely to want check-in calls from providers for appointment reminders and health advice.
Who’s Providing the High Touch?
The Cleveland Clinic recognizes this generation is not satisfied waiting one to two weeks for an appointment. Today, the Clinic offers same-day appointments via phone and email, and performs close to one million same-day appointments each year.
Bon Secours Virginia Health System learned that its pregnancy clients were missing the high-touch experience and conversations with peers and professionals desperately needed during their journeys. The system has launched a “Moms in Motion” program, addressing Millennials’ key values of fitness and community. Moms enjoy FitBits and online tools to track fitness and overall health, and share pregnancy challenges and successes with an online community of moms and health care professionals.
How can TRG help?
Are you trying to better understand your Millennial customers? The Research Group is expert at discovery and conducts research with Millennials to uncover insights and discover their habits, attitudes and decision drivers, as well as brand perceptions. Together, we can realize how to engage them with your brand!