The Millennial Patient: What Every Practice Should Know
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The millennial generation (18 to 34 year-olds) often referred to as the ‘Instant Gratification’ generation comprise 25% of today’s population. They have surpassed the Baby Boomer generation and they are coming into your practice with different expectations and needs.
What do you need to know to attract this generation of new patients and keep them coming back?
NUMBER 1 | They live ONLINE, and they expect you to as well.
And online means 24/7 – wired and connected at all times. Consider these stats:
- 8 out of 10 Americans search for health information online
- 88% of Millennials pay online
- Nearly 75% would like to schedule an appointment online
- 74% have a strong interest in telehealth (60% of telehealth visits last year were millennials)
What does this mean for your practice?
You need to be online. First, make sure you have a website and a high performing one. High performing means a good SEO plan so when patients search for you online, they will easily find you.
Your website should include your top specialties, procedures and treatments.
If you offer the ability to book appointments and/or pay online, make sure you have those links prominently visible on your site. Include large graphic images for ‘Pay Now’ or ‘Book Appointment’.
NUMBER 2 | They are known as the ‘Drive–thru Patient.’
They don’t really like going to the doctor. And when they do, they are not all that LOYAL to a specific provider or practice.
- 50% have no personal relationship with a provider
- More than 50% don’t see a doctor even once a year
- They view going to the doctor as an inconvenience
- Tend to self-diagnose
What does this mean for your practice?
If you want to attract these new patients you need to live in their space – Facebook, Twitter,
YouTube, LinkedIn, mobile health apps. Consider offering telehealth or concierge health services.
Offer walk-in appointments, extended hours and weekend appointments.
You need to show VALUE – a reason why they should care about going to the doctor. What’s in it for them? Hint: They will pay for services that help with fitness, diet, and beauty.
NUMBER 3 | They are Tech Savy Health Consumers.
They like gadgets. They love their mobile apps.
- More than 20% of millennials have a wearable device or app to track their fitness, diet and health
- 63% would like to be able to share their health data collected from their apps with their doctor
- 73% would like to see their provider use mobile devices as a way to share patient education and engage with their provider.
What does this mean for your practice?
Speak to their interests. They may not realize that overall diet, fitness and health promotions directly correlate to the importance of regular annual check-ups.
Offer weight loss, exercise, diet and personal wellness events, tips and education. Make sure to include these topics on your website.
Evaluate how you are communicating to your patients. Make sure you have digital communication capabilities and preferences to include text, phone calls and emails.
NUMBER 4 | They are needy – even with their independent streak.
- 41% of millennials request estimates for treatments
- They are more likely to ask for deals
- Need education about their insurance coverage
- More than 1/3 pay bills late
- More likely to struggle to pay large unexpected medical expenses
What does this mean for your practice?
Be prepared to help them understand their insurance plans and share insurance information. Make sure they understand your financial policy. Consider explaining the different types of bills they may receive from you and have them read and sign that they understand their responsibility.
Be transparent. As much as possible, try to offer estimates for services; communicate co-pays.
Send e-statements (this is not a check generation) and make sure you have 24/7 access to pay bills online.
Be flexible and offer payment plans for those patients needing a bit more time to pay.
In the end practices and millennials have more in common than they think -- a desire for healthy lifestyles. Practices and providers are in the business of helping patients achieve the best health outcomes possible. They need your services. You need them. Communication is the key. But even more important is the way in which you communicate.
Sources: Nielsen, Fiserv, Harris Poll, PEW Research, e-marketer