Millennials And Healthcare: Does Your Organization Need to Alter Its Marketing Strategy?

Millennials are currently the largest generation in our nation, surpassing the Baby Boomers in both size and, now, cultural influence. Furthermore, this generation is one that many healthcare marketers are still struggling to reach effectively. Marketers—healthcare and otherwise—are wondering if they should change how they market in order to better connect with this hard-to-reach audience. Fathom tackled this healthcare marketing topic in a presentation at the 2016 Healthcare Internet Conference (HCIC) in Las Vegas, and now we’re tackling it in the upcoming webinar Millennials & Healthcare: Using Generational Marketing to Build Social Media Strategy. Keep reading to learn what you need to know about millennials and what you’ll learn in our webinar.

So, who exactly are millennials?

Born between 1982-2004, millennials are digital natives – they’ve always had the answers to their questions right at their fingertips. In fact, 90% own smart phones and more than 90% use social media daily. What may be most notable to marketers, though, is that by 2018 millennials will have the most spending power of any generation (Bazaar Voice).

While lumping all people born during a certain timeframe into one stereotypical group isn’t logical, there are certain statistics about millennials that healthcare marketers shouldn’t ignore. For example, according to a Salesforce survey, 78% of millennials decide which product or service to buy or use based on online reviews. If your healthcare organization does not currently include review sites in its marketing strategy, you could be missing out on elusive millennial patients. In fact, if you haven’t included review site monitoring and management in your 2017 marketing budget, you’re already behind the curve. This isn’t the only way that millennials are different from their predecessors, though.

Millennials also tend to approach their health differently than previous generations:

While many organizations are choosing to change their marketing strategies to market to millennials, the upcoming webinar will explain that, to be successful in today’s healthcare market, you’ll need a shift in mindset that is more than just focusing on marketing to millennials. While millennials typify changes in healthcare consumer behavior, shifts in marketing need to occur not just because of one generation—they need to occur because of the digital age.

Engaging Millennials With Social Media Marketing

Now that we’ve established that millennials are revolutionizing healthcare marketing, let’s consider how best to engage them.

Social media has done more than transform marketing, it has transferred power away from institutions and into the hands of individuals. Healthcare organizations need to change the way they operate to stay progressive and up-to-date with this transformation.

To be successful in today’s digital age, it’s not enough for healthcare organizations to have a website and social media presence, they also need to have a comprehensive content marketing strategy. We know that millennials don’t respond well to traditional advertising; they like good content. Similarly, they don’t like being talked at; they want to be part of a community. Using that information to guide your marketing strategy is going to help your organization succeed—with all generations.


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Interested in hearing more about millennial marketing and how to make sure your healthcare organization succeeds in the digital age? Fathom’s Kelly McDonald, Lead Social Media Strategist, as well as OhioHealth’s James Jeansonne, Digital Strategy Manager, will discuss healthcare millennial marketing during a free webinar on March 29th. Register today and start engaging millennials with social media.

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