By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
Health Works CollectiveHealth Works CollectiveHealth Works Collective
  • Health
    • Mental Health
    Health
    Healthcare organizations are operating on slimmer profit margins than ever. One report in August showed that they are even lower than the beginning of the…
    Show More
    Top News
    health benefits of taking a vacation to reduce stress
    Relaxing European Destinations to Reduce Stress Risks to Health
    October 11, 2021
    pain management tips
    Managing Pain Differently: Alternative Pain Management Techniques
    January 12, 2022
    5 Ways to Promote Wellness in Your Home
    April 12, 2022
    Latest News
    Health Benefits of Taking a Vacation to Reduce Your Stress
    September 27, 2023
    First Aid Training Enhancing Workplace Health and Safety
    September 25, 2023
    Beyond the Clinic: Medical Surveys Are a Roadmap to Passive Income for Doctors
    September 23, 2023
    5 Self-Care Habits to Help You Live an A+ Life
    September 21, 2023
  • Policy and Law
    • Global Healthcare
    • Medical Ethics
    Policy and Law
    Get the latest updates about Insurance policies and Laws in the Healthcare industry for different geographical locations.
    Show More
    Top News
    What Do We Really Know About Patients?
    September 28, 2014
    cleveland clinic
    Understanding the Drivers of the Patient Experience
    October 1, 2013
    5 Ways Health Providers Can Help Reduce Patient Stress Without Drugs
    December 27, 2017
    Latest News
    Job Seekers with Disabilities Should at Health Insurance Benefits
    September 12, 2023
    Reasons That Drug Prices Are Rising to Unsustainable Levels
    September 12, 2023
    How Revenue Lifecycle Management Helps Healthcare Providers to Optimize Business Operations
    September 6, 2023
    The Hidden Benefits of Practice Exams for Medical Professionals
    September 6, 2023
  • Medical Innovations
  • News
  • Wellness
  • Tech
Search
© 2023 HealthWorks Collective. All Rights Reserved.
Reading: Healthcare Marketing to the Millennial Mindset
Share
Sign In
Notification Show More
Aa
Health Works CollectiveHealth Works Collective
Aa
Search
Have an existing account? Sign In
Follow US
  • About
  • Contact
  • Privacy
© 2023 HealthWorks Collective. All Rights Reserved.
Health Works Collective > eHealth > Social Media > Healthcare Marketing to the Millennial Mindset
eHealthSocial Media

Healthcare Marketing to the Millennial Mindset

tknight8756
Last updated: 2015/10/28 at 9:16 PM
tknight8756
Share
6 Min Read
Image
SHARE

ImageIf you’re going to reach Millennials, you must be where they are: online. That’s no earth shattering surprise, but can you actually break through the online clutter and connect?  And as a healthcare marketer, should you even try to be reaching this group?

Yes and yes.

ImageIf you’re going to reach Millennials, you must be where they are: online. That’s no earth shattering surprise, but can you actually break through the online clutter and connect?  And as a healthcare marketer, should you even try to be reaching this group?

Yes and yes.

More Read

6 Innovative Technologies Making Medical Diagnostics More Predictive

A Guide to Medical Billing Services for Small Practices
How to Use E-Cigarettes to Stop Smoking
Healthcare Blogging: How to Become a Trusted Medical Source
What Has the Medical Industry Learned from COVID-19?

While they may not be the primary target for every healthcare specialty, this group, now as old as their early 30s, consumes healthcare. Urgent care, emergency, maternity and pediatrics are among their needs, along with a host of wellness products—especially preventative care products and services. Some of their baby boomer parents are on the cusp of retirement so senior care issues are on the horizon for Millennials, too.


The Attention Deficit Issue

As a generation that has grown up in the Information Age, Millennials can’t help having short attention spans. They have learned by necessity to filter information and self-select based on their interests or immediate needs. They use aggregator sites like Reddit, the Skimm and Buzzfeed. They will also go to your social media pages before they go to your website; a recent study showed that Millennials are five times more likely to trust a pharma-sponsored social media platform than Baby Boomers, and nearly three times more likely than consumers between 45 and 65.  

What’s more, younger Millennials are migrating toward visual-based sites including Instagram, Pinterest, Vine and Periscope. Facebook, Twitter and LinkedIn are also still relevant but losing younger Millennials’ interest. 

Thus, if you’re a healthcare marketer targeting Millennials in the places to which they turn for information, you must develop and present content in short, relevant chunks with no fluff—as if your entire audience had attention deficit disorder.  Short videos, images and creative visuals that can get a point across in a single view are best (think infographics and slide shows). And, everything must be sharable via social media.

This may seem difficult with more complex healthcare topics, but savvy healthcare marketers are learning how to make it work; the campaign rolled out by New York state health insurer Oscar to guide Millennials through ACA enrollment was tremendously successful; it recruited local photographers to share photos on social media sites and achieved 500% growth with 150,000 engagements.

The same strategies can easily be applied to provider-supplied information including health education. Cleveland Clinic is leading the way, as usual; check out their Instagram and Vine pages. The key to making it successful (and not just fun) is to create a funnel or journey with various stops where viewers can digest your messages little by little, forming a relationship with you along the way. The challenge is making it interesting enough to make them want to be in a  relationship with you.

A blog is the most they will read, and it will backfire if you do it wrong.

If they are going to read any “long form” content, it’s most likely a blog.  Experts vary on the ideal blog length, but it ranges from 600 to 1,500 words (this one is 810).  A blog of 2,000 words or more is like “War and Peace” from a Millennial’s perspective. 

So, in addition to the telegraph-style comunication expected in social media, you must blog if you are going to influence Millennials’ healthcare decisions.  According to a recent survey from Elite Daily, the majority of Millennials expect brands—whether they’re consumer products or healthcare—to publish content online before they make purchases. Thirty percent of survey respondents selected blogs as a top media source before making a purchase. On the flipside:

  • Fewer than three percent ranked TV news and magazines as influencing their buying decisions
  • Only one in 100 said an ad would translate to brand trust
  • Family inheritance and student loans do not impact buying decisions (contrary to popular belief)

Blogging for the sake of blogging won’t be effective. You must provide Millennials with non-biased, non-promotional information that will help them make their healthcare decisions; if they detect sales speak, they may shut you out for good.  Third-party credibility is also important, and not necessarily from a medical expert. They trust online reviews from other consumers, so you will have to accept that there may be negative reviews about your organization or the quality of your care.  Just hope that there are far more positive reviews than negative ones.

Other good blogging strategies include:

  • Offering to guest blog on sites Millennials trust
  • Inviting credible guest bloggers to your site
  • Pitching your medical experts to popular health bloggers
  • Treating trusted health bloggers like reporters. Bloggers are constantly looking for great ideas from credible sources – approach them as you would any other reporter with sources, images, and your latest news.

One of Shakespeare’s most famous lines from “Hamlet” was, “Brevity is the soul of wit.”  Not every Millennial knows the line, but they certainly know its meaning.

Sign Up For Daily Newsletter

Be keep up! Get the latest breaking news delivered straight to your inbox.
By signing up, you agree to our Terms of Use and acknowledge the data practices in our Privacy Policy. You may unsubscribe at any time.
tknight8756 October 28, 2015
Share This Article
Facebook Twitter Copy Link Print
Share
Previous Article Carestream CBCT Weight Bearing Images White Paper: 3D Weight-Bearing Imaging Using CBCT
Next Article The Cost of a Credentialing Mistake

Stay Connected

1.5k Followers Like
4.5k Followers Follow
2.8k Followers Pin
136k Subscribers Subscribe

Latest News

Andropause hormonal decline
The Benefits of TRT for Andropause and Hormonal Decline
Wellness September 28, 2023
Cancer Prevention
The Importance of Lipoma Examination in Cancer Prevention
Cancer September 28, 2023
dental implant
Cost Analysis of Dental Implants in Australia
Dental health September 28, 2023
View,Of,Niagara,Falls,In,Autumn
Health Benefits of Taking a Vacation to Reduce Your Stress
Health September 27, 2023

You Might also Like

menopause and depression
Mental Health

How Menopause and Depression are Connected

September 13, 2023
healthcare video marketing
MarketingSocial Media

How to Maintain a Successful YouTube Channel as a Healthcare Organization: Advantages of Video Marketing for your Medical Practice

November 9, 2022
Electronic Health Records
BusinesseHealthHospital AdministrationMedical Records

Top Benefits of Electronic Health Records for Psychiatrists and Psychologists

August 15, 2022
tips to design a health app
eHealth

How To Improve Patient Access Metrics

April 5, 2022
Subscribe

Subscribe to our newsletter to get our newest articles instantly!

Follow US
© 2008-2023 HealthWorks Collective. All Rights Reserved.
  • About
  • Contact
  • Privacy
Welcome Back!

Sign in to your account

Lost your password?