As of this year, it’s no longer Baby Boomers. It’s Millennials, those ages 18-34 (roughly).
Understanding your target audience is essential for marketing. For healthcare marketing, it’s make or break. Aging Baby Boomers, and the smaller generations above (GI Generation and Mature/Silents) and below (Generation X), still use more healthcare services. But Millennials aren’t teenagers anymore. They’re adults with needs and a whole different set of expectations from their healthcare providers.
Healthcare marketers have to expand their focus to include this huge population in their planning. Like other generations, it’s not one-size-fits-all. Millennials are ethnically and culturally diverse and going through life stages with different timing and attitudes than earlier generations – from employment to marriage to home ownership.
Some shared experiences of Millennials can help guide your branding and marketing approach. Here are the key similarities to factor in.
Millennials are digitally savvy and expect their brands to be there when they need them.
They share, shop, bank and plan on their smart phones. Finding a doctor or researching a symptom will be no different. Make sure your website is mobile friendly and easy to navigate.
They are unmoved, and even put off, by traditional advertising.
Bombarded with advertising from birth, Millennials are resistant to marketing messages delivered with clever taglines or slick 30-second commercials. Instead, offer useful, authentic and innovative information they can use to make health decisions.
They want to engage – not just consume.
The opportunities to interact with this generation are endless. By delivering relevant health and wellness content to the right channels, you can build a brand relationship that can grow. That could be recipes on Pinterest, access to an expert on Twitter or collaboration in your community for a healthier environment.
Find out more about the effect this generation is having on healthcare costs and trends.
If you’re ready to expand your strategy to include Millennials, Ten Adams can help you put together a marketing plan that recognizes every generation.