A report from Nielsen provides insights on millennials and their attitudes toward health
Admit it, you hear the term “millennial,” and you roll your eyes, feel instantly aged, or a little less cool. Millennials have been judged as internet-addicted voyeurs and given very little credit for their entrepreneurial spirit. There are just as many millennials as there are baby boomers and they represent a population that is savvy, connected and more diverse than any previous generation
Nielsen’s report, Millennials – Breaking the Myths, sheds light on this diverse generation and how they consume media. Understanding the nuances of this audience are key to crafting messages and developing a marketing mix that gains traction.
Here are some of the findings from this report:
Millennials care about their well-being
When Chipotle announced that they would no longer use genetically-modified ingredients, social media exploded with millennial enthusiasm. At the same time, millennials are 28% more likely to smoke. So while they’re interested in opportunities for living a healthier lifestyle, they aren’t totally committed to it.
Younger millennials like to be connected to their physicians
According to Nielsen, younger millennials are more likely than their older counterparts to like check-in calls from their health providers with reminders for appointments and health advice. Younger millennials are much more open (and 40% more likely than average) to spend on alternative medicine, while older millennials are 32% more likely than average.
Many millennials remain uninsured
Despite Health Care Reform, many millennials remain uninsured. 34% of younger millennials and 27% of older millennials are uninsured — higher than the overall average of 25%.
Millennials as healthcare consumers
In light of these statistics, it’s important to take into account how these millennials are consuming media. Where other generations are more likely to trust brands, millennials trust their peers and celebrities. The millennial generation wants to be a part of a larger conversation. They want to make individual contributions and be connected and woven into a larger discussion.
In healthcare marketing, calls to action need to inspire engagement, rather than robotic consumption. For millennials, editorial content that is valuable and sharable may be more effective than traditional advertising. Your hospital or medical practice marketing strategy needs to provide millennials with opportunities to take control of their well-being, build relationships with their physicians and start a conversation about health insurance.
Most of this blog was written by Kate McElroy, at Smith & Jones, a healthcare marketing agency in Troy, NY.
Hospitals and medical practices need to include direct mail in their marketing mix, since this is the best medium they can use to target millennials in their market. Hospitals and medical practices should also consider adding a Facebook match program, to integrate the 2 media channels and double their exposure.