What does it mean to be a millennial? Opinions vary greatly and it is difficult to disagree on the exact definition. Metro explained the generation as babies born from the 1980’s to the mid-1990’s. However, others might consider anyone born from the 1970’s up until 2000 to be a millennial. Despite the timeline debate, it can be agreed millennials tend to be tech-savvy, educated, health conscious, flexible, liberal, and progressive. These traits combined create an interesting challenge for healthcare companies as although millennials are constantly communicating with the world around them, they won’t accept just any message.
Here are some tips for communicating with millennials:
- Keep it simple
The healthcare system can be confusing. Messages dealing with healthcare should be kept as simple as possible to prevent further frustration, which will, in turn, help millennials continue to develop a positive relationship with healthcare. Use simple yet engaging methods of communication, such as fun infographics and social media posts.
- Be transparent
For the generation that reached young adulthood during a time when safety and security were unknown, millennials are especially sceptical and anxious. They want brands to be realistic and easily see through gimmicks and lies. While millennials tend to respect health care professionals, they like to do their own research and ask around before they commit. Millennials might turn to Google, social media, their parents, or peers, in addition to professionals, when it comes to making decisions about their healthcare. Being transparent adds authenticity, builds trust, and eases some anxieties that come with making important health decisions.
- Engage and stay connected
Millennials are opinionated, and as a part of an educated population, demand respect. Since they are typically glued to their phones, one might initially think that they are an easy generation to reach. According to Forbes, millennials often refuse to give in to traditional marketing techniques, which can make reaching them a bit difficult.
Social media is an important tool when communicating with millennials; however, the generation might “turn off” to information from sources that seem unfamiliar to them. Many turn to social platforms to ask for advice from their peers, especially when dealing with healthcare. Many millennials follow brands they know and trust, but they won’t rely solely on this information.
There is no “one size fits all” approach to healthcare communication. Millennials tend to take a liking to health care tailored to them. For example, some brands have taken advantage of this and created personalised products. Customers are able to take quizzes that allow products such as vitamins, makeup, shampoo, and cleansers to be more personalised for a specific desired outcome. As technology continues to advance, it’s important to look outside the box.
- Be convenient
Millennials are known for a lot of things, but the need for instant gratification seems to always be at the top of the list. When something goes wrong, millennials want care to be ready and accessible. Before going to see a doctor in person, some might utilise a symptom checkers or have a chat with a doctor through a patient portal. They do not want to wait around for an email; they want a text message instantly delivered to their phones.
Millennials are a generation unlike those before them. They have information at their fingertips. they do their research and take pride in their health and well-being. Although the generation might call for more creative methods of marketing, branding, and communication overall, millennials are not that difficult to communicate with once they are understood.