A recent survey reminds us that Millennials think differently about healthcare than other generations. As such, healthcare marketers need to thinking differently when trying to reach this influential group.
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In addition to noting some ground rules about Millennial marketing – like “avoid gimmicks and lengthy sales pitches” – this Millennial Marketing Showcase identifies some positive steps financial services brands are taking to reach this important audience.
Healthcare marketers are instrumental in understanding the relationship between Millennials and their needs. Once marketers understand this, they can effectively communicate how their plan offerings best answer to this generation’s health and financial needs. A viral piece from the Huffington Post details more about the misunderstanding of this audience.
With Millennials expressing difficulty in navigating traditional health systems, how can providers and insurers connect with this important group of consumers? New approaches are needed and evidence suggests that telemedicine may be the right fit for this tech savvy, cost conscious generation.
Unlike previous generations, Millennials’ expectations and behaviors don’t necessarily align with having a primary care doctor or visiting a doctor’s office regularly. This is why healthcare payers and providers need to end the status quo and shake up the way healthcare is done to appeal to the growing market of Millennials.
These findings don’t suggest we should abandon digital channels when communicating with Millennials. However, in a crowded digital environment, direct mail may be a smart way to break through the clutter and reach this valuable demographic.
Although we really think the tone/message is spot-on, the campaign’s execution on Facebook and Instagram (@americanexpress ) is where it has the potential to get really interesting.
When it comes to telemedicine, Millennials are a natural fit. Through the right service offerings, proper implementation, and smart marketing tactics, Millennials can pave the path for telemedicine.