3 Ways Healthcare Organizations Can Reach Millennials

Born between the 1980s and the early 2000s, the Millennial generation stretches anywhere from age 15 to 34. That’s a huge difference in age, making them hard for marketers to target, especially within the healthcare space. So, let’s start by figuring out where Millennials are getting their information.

Despite the big age gap, the one thing that ties Millennials together is their reliance on technology. Whereas previous generations relied on newspapers, radio and TV, this younger generation is largely absent from traditional media. As such, healthcare organizations must find new ways to interact with Millennials. Here are our top recommendations. 

1. Through Digital & Technology

The Millennial generation was raised on the Internet. They are comfortable with computers, social media and an endless array of gadgets. They’re also digitally connected for pretty much every minute of their waking hours. What this means for healthcare organizations is that you now need a digital marketing strategy in place in order to reach them. You may think that this generation is too young, too insignificant to be of real value, but the Millennial generation is bigger than the Baby Boomer generation.

Make sure your digital strategy focuses on a responsive website—one that can be viewed seamlessly across desktop, tablet and mobile devices—and social media. Also, keep in mind that this younger generation is used to rapid responses online, and this is creating an expectation of fast service offline, too. If relevant, emphasize your organization’s quick response time or same-day appointment bookings in any messaging.

2. Through their Peers

Millennials spend a whopping 18 hours a day consuming online media—and most of it is content created by their peers. They have become very wary of “being marketed to” by brands and trust their peers more than companies and institutions. When creating content, think about what type of content is shared most frequently—photos and videos.

Try reaching Millennials through social campaigns. Contrary to popular belief, Millennials aren’t solely focused on themselves. In their book, Millennials Rising, authors Neil Howe and William Strauss make the claim that, in fact, Millennials are one of the most civic-minded generations yet. They have a strong sense of community, both on a local and global scale. Plan your strategy around campaigns that raise awareness of health issues or aim to raise funds for not-for-profit causes.

To see this in action, check out Project for Awesome. This amazing event happens every year in December and thousands of people (mostly Millennials) post videos to YouTube that shine a spotlight on their favorite charities and causes. Last year, the project raised over $1 million for charities around the world.

3. Through Their Parents

This one might sound a little strange, but it’s true! Millennials are more likely than past generations have been to live with their parents for a longer period of time. This means that parents probably have influence over their kids’ decisions for longer—even if it’s just the tiniest amount. When marketing to parents, think about how you can incorporate messaging aimed at Millennials.

If you’re having trouble reaching this elusive generation, you’re not alone. Top brands are reinventing their marketing strategies to accommodate these new advertising pathways. It’s an exciting time to be in digital marketing.

To learn more about the future of digital marketing in healthcare, download our on-demand webinar. For more detailed advice, specific to your hospital, organization or practice, get in touch with us today.

Updated: Apr 13, 2022