Caring For The Next Gen Patient
Embracing the future of healthcare means embracing communication channels that reflect next-generation patient wants and expectations.
Millennials (Generation Y) are the first of a technologically savvy generation to be born into an always-on digital world.
Often called the “C” (“connected) ”generation, they hold very different views from older generations on what privacy, trust, and relationships mean in the digital world.
In an age of immediate, personalized interactions, building communications channels that reflect millennials’ wants and needs will shape how the healthcare industry builds its own future, influencing how offerings and opportunities evolve over time. [1]
Millennials don’t rely on a strong relationship with their doctor.
Unlike previous generations, millennials don’t rely on a strong relationship with their doctor. They are mistrustful of authority (in a study conducted by Greyhealth Group and Kantar Health, only 58 percent of millennials said they trust their doctors), preferring to google their symptoms and self-diagnose prior to scheduling a doctor’s appointment.
A 2012 study from ZocDoc and Harris Interactive found that 51 percent of millennials surveyed visit a physician less than once per year. [2]
Millennials believe seeing a doctor is too much of a “pain.”
According to Salesforce’s State of the Connected Patient report, millennials are generally frustrated with filling out repetitive forms, and the time wasted waiting in a doctor’s waiting room. Seeing a doctor is an unwieldy, expensive and unwelcome errand. [3]
In contrast to authority-driven customer communication modes, nearly half of all millennials want their healthcare experience to feel more accessible and engaging. [4] While millennials have different and sometimes non-existent relationships with their doctors, they believe digital health has the potential to change that. [5]
Digital healthcare that gives a greater sense of control is of great value to millennials. Commonly cited examples of digital health include health tracking devices like Fitbit, self-diagnosing websites like WebMD, and apps that make it easier to make appointments, order medication, store individual health data, and recommend preventative health measures.
Millennials Turn Online For Health Information
Millennials are driven by information. It is how they make buying decisions and decisions about their own health.
Compared to any other generation, they default to — and prefer — information corroborated by multiple channels and influencers. [6] In fact, before even meeting with a healthcare professional, 54% of Millennials have consulted as many as seven information sources for purposes of self-diagnosis from blogs to medical message boards, ratings and reviews, and more.
Embracing The Future of Healthcare
Growing up tech-savvy means younger generations seek the same ease from their doctors that they get from their devices. [7]
Generation Z is the next digital native generation whose relationship with technology will also influence how the group relates to healthcare.
While one-quarter of millennials check their phone more than 100 times per day the average Gen Zer checks theirs every three minutes! [8]
New entrants in the market will address the needs of Gen Z, adapting to their demands by delivering virtualized and automated care pathway experiences. — Fierce Health
Become The Trusted Online Source
Making a practice accessible online is essential to attract younger patients.
Take a look at how you deliver information to your patients, as well as how you offer appointment scheduling.
Review your website. [9] Weed out any industry jargon and hard-to-digest information. Make forms available on your site so patients can fill them out ahead of time online.
Embrace social media and content marketing. Create and share high-quality content that provides engaging, important information about self-care.
While millennials are glued to their smartphones, few actually use the device to make a call — so use more email and automated text messaging to communicate. with them.
References
[2]How can tech help health care target Gen Y?
[3]State of the Connected Patient
[4] [6] Millennials Are Redefining How Healthcare Gets Health Done
[5] Digital Health: A Future With Millennials
[7] How Gen Z Is Affecting the Healthcare Industry
[8] Smartphone Obsession Grows with 25% of Millennials Spending More Than 5 Hours Per Day on the Phone
[9] Digital Health Checkup: 10 Signs It’s Time To Redesign Your Medical Practice Website