Top 9 Influential Millennial Healthcare Trends

They are the largest generation in the United States and because of that, they have influence over just about every industry and sector. Healthcare is not an exception. In the coming years, we will see changes in healthcare delivery and branding that are reflective of the Millennial mindset. Check out these nine Millennial healthcare trends.

1. In-N-Out Healthcare

“Microwave generation” and “drive-through generation” are both labels given to the Millenials. They have been raised on convenience and quick, efficient service. This means a rise in rapid care clinics. Traditional practices seeking to differentiate will need to promise and deliver in-and-out service. 

2. They Will Avoid You

As early as 2010, it was noted that patients were beginning to avoid healthcare. The reason behind this trend is two-fold. The first part is trust and the second is cost. According to the paper, “Establishing contact and gaining trust: an exploratory study of care avoidance,” published in the Journal of Advanced Nursing, there are a number of qualities which are vital to establishing trust with these clients, they include;

- altruism

- compassion

- loyalty

- involvement

- tenacity

- critical attitude to the mainstream

- flexibility

- optimism

- diplomacy

- patience

- creativity

- immunity to stress

As far as cost, it doesn’t appear that the ACA has improved the issue of avoidance with the Millennial generation, as it has been reported as recently as March 2015, that 54% of Millennials have delayed or avoided medical treatment due to costs. This could be due to the fact that many remain un-enrolled due to costly premiums. 

3. Do You Offer a Free Estimate?

Yes, they will ask for and expect an upfront estimate of costs. This is likely due to paying for costs largely out of pocket. It appears that free consultations will again become the new normal for practices wooing this demographic. 

4. They Look for Social Proof

Millennials will actively seek out reviews and comments from social media sources. Healthgrades.com is a good example of a source used for finding experiential information left by current and former patients. They estimate that 30% of all patients will visit the provider's website prior to making an appointment. How may return to leave a review is unknown, however, we know that experience sharing is another generational trait. 

5. Gadgetry + Data = Healthcare

Health-Tech is a thriving industry right now because of this. This trend is a win-win. Wearables that record and save health-related data can offer valuable information to providers. Eventually, with increased connectivity practitioner can deliver important feedback via the device itself. The Internet of Things will also play a major role in taking health-tech to the next level. 

6. Treat the Whole Being

Millennials look at health and well-being as one in the same. They take a holistic approach to their life and are more open to trying alternative, natural and meditative options to traditional healthcare. 

7. They are More Health Conscious

Millennials are more committed to living healthier day-to-day than past generations. This is an exciting trend as it will impact the broader scope of healthcare. 

8. You Need an App for That

Because they manage everything else from their phones, they would also like to manage their health there, as well. The irony (they love irony) is that this generation hates to make and receive phone calls. Therefore, for a practice to reach them mobile app development will become essential. 

9. Motivate Them Through Purpose and Awareness

Essential to establishing a trust relationship is being able to motivate engagement or action. Experts advise that providing a greater purpose for the desired action to be the most effective strategy in motivating Millenials to engage in the desired activity. Therefore in healthcare, promoting awareness campaigns via social media will become necessary. For example, to encourage Millenials to get their Flu shot, a practice would circulate an infographic depicting the widespread consequences of not getting a Flu shot. You first make them aware or the implications, engage their sense of responsibility for not spreading the disease to those community members at high-risk and motivate their actions by giving them a purpose — simple. 

The Millenial generation collectively has very specific traits and ideals. Understanding their mindset and what motivates them then adapting to those values quickly, is the best way to stay relevant in this competitive market