Millennials have a new primary care physician and her name is Dr. Google. Whereas 65% of older generations view their physician as their best source of health information, only 41% of Millennials agree. Who needs to take the time to visit a doctor’s office when a wealth of health information is literally at your fingertips? In fact, only 28% of Millennials report having a primary care doctor and only 24% say that doctors provide them with the information they need to make decisions. Fewer still turn to pharmacists to aid them in their decision making—only 16% ask for medical advice from these professionals.
Millennials feel better informed and more empowered to “own” their health; they view health professionals are partners rather than authorities. But an unprecedented volume of often conflicting healthcare information and advice can be paralyzing. How can brands cut through the clutter and offer information that speaks to this consumer yet is trustworthy? Our tips for healthcare marketing to Millennials can help your brand become a trusted partner and increase brand loyalty.
How Healthcare Brands Can Optimize For Search
Because Millennials research online first, relating to the consumer in a voice that’s authentic and open-minded is key. Provide tools such as podcasts, blogs and white papers, and research that offers information, but leave the final decision up to the consumer.
Be Where They Are
Know which communication channels work best for your audience. Social media, email, text—it’s critical to reach consumers where they are. Understanding how to best communicate cuts down waiting time and offers information at the moment of need.
Only 23% of Millennials say their doctors report test results in an understandable way. Moreover, only 13% say pharmaceutical companies provide clear information along with prescriptions that help them understand the risks and side effects of medications. This may be why more than a third of Millennials stop taking medicine entirely when they start to feel better, instead of following the instructions on the label! Build trust and open a dialogue with materials that clearly and concisely communicate information to the patient.
As healthcare becomes more complex and uncertain, Americans are increasingly seeking easier and more affordable ways to address their health needs and concerns. Brands can participate by offering trustworthy information that forms the basis for communication with primary providers and builds your brand as a resource for consumers. Discover how Women’s Marketing’s suite of marketing services helps build health and wellness brands.