Is your hospital and physician practice marketing connecting with 20-30 year-old women? These are the people who are often choosing a physician for the first time. They are entering into a lifetime of health care needs and making their own decisions without strong parental influence.
For OB/Gyn physicians and hospital women’s service lines it is important to reach this group. They are the future for your patient growth. But according to a new Pew Center study this generation is very different from previous generations. Is your healthcare marketing message changing to fit with their lifestyle?
This is a generation of firsts. They are the most racially diverse of all generations with 43% being non-white. They are also the best educated generation with over 33% having a 4-year degree or higher. With that higher education comes more debt. Millennials are also the first in the new era to experience higher debt, poverty and unemployment than GenXers or Boomers did at their age.
This may be one of the reasons that they are also marrying later than earlier generations. The median age for women to marry is 27 and for men it is 29. Even though they disapprove of the trend 47% of births are out-of-wedlock.
Millennials are less likely to associate themselves with political or religious organizations. They socialize online. They are digital natives and spend time on social networks putting themselves at the center of these social networks with more than 50% of them posting selfies. 90% will trust medical information from a friend online, but as a whole they are far less trusting of people in general.
So what are some key takeaways for this group of new healthcare consumers? First you will find them online. But as an outsider you will need to work hard to gain their trust. They are well-educated and are used to researching and comparing products online too. You will need to provide more relevant information that applies to them. They are also different socially in that they are marrying later and having more children before marriage. This accounts for almost half of births for this age group, an important point to keep in mind when promoting your Ob/Gyn or women’s services.
Sources: Pew Research: Social and Demographic Trends, Search Engine Watch