Millennials are currently the most lucrative market in the United States. At 80 million individuals, they make up one-fourth of the total population. If you’re not actively reaching them, you’re missing out.
To give you a boost, here are our most recent insights on how to market your medical practice to millennials.
Why Are Millennials Important To Your Medical Practice?
You hear the term millennials used everywhere. Everyday. But why are they so important?
It’s simple, they have a lot of influence over older generations, and are trendsetters across all markets.
Here are some quick facts about our beloved millennials:
- They aren’t as influenced by traditional advertising.
- They review blogs before making a purchase.
- They value authenticity more than content.
- They want to engage with brands on social networks.
- They are brand loyal.
Choose The Best Subset Of Millennials For Your Practice
One of the first steps to setting up a campaign to market your medical practice to millennials is deciding which group of millennials you are targeting.
Believe it or not, not all millennials are created equal. Researchers typically associate this generation, or Generation Y, with individuals born in the early 1980s, to those born in the mid-‘90s to early 2000s. That’s a wide range of ages to try and pull into one marketing campaign.
We can provide some insight into these six sub-categories.
This is your college-aged group, ages 18 to 23. They are students and interns. This is the age group that has the highest frequency of social media usage and are known as being “fresh out of the nest.”
These are your adults in their early to mid-20’s who are working entry-level jobs. This group cares most about their experiences and things being personalized to them and searches for instant gratification.
Their name says it all. They are in their late 20’s and hustling to build a better future and get more out of their day-to-day. They strive to find “the next big thing” and long for peer approval. You can also find them using every social media channel available to them.
Mom and Dad
For many medical practices, this will be your main target audience. These are your adults aged 29 to 32 and are your decision influencers. Ninety percent of millennial moms make the effort to post reviews of services and products online for other customers to see.
Again, their name says it all. These individuals are right on the cusp of Generation X and in fact prefer to identify with them. Here are some quick facts: 82% are homeowners, 62% still read newspapers, 48% listen to the radio and read magazines and 45% regularly consume TV programs online.
Millennials at Heart
This final group is special because they aren’t actually millennials. These adults are Gen Xers that relate to the Millennial mindset, adults aged 35-38. Why are they a part of these sub-categories? Their millennial-esque attitudes are a result of the close relationship they have formed with their children and younger colleagues.
How To Market to Millennials
According to AdAge, millennials are spending an average of 25 hours per week online.
As a millennial myself, I can tell you this is pretty accurate. (I’m a hustler in case you were wondering!)
First thing in the morning, Facebook. After you make your morning coffee, Instagram. Waiting for your straightener to heat up, Twitter. We are engrossed with this type of content on a daily basis because we are longing for something authentic.
We scour websites, blogs, and social media on a daily basis because we want to feel empowered by what we are seeing on these platforms.
Millennials spend their days liking, pinning, tweeting, snapping, forwarding, commenting, and sharing on all the things because at the end of the day millennials trust what they feel is authentic.
Create Authentic Content for Your Medical Practice
Marketers are facing serious challenges in marketing to millennials because traditional forms of marketing are no longer working.
Brands are now forced to engage this audience in new and innovative ways, such as using social media and sponsoring online content, instead of relying on a television or radio commercial.
So how do you create authentic content?
Millennials want to know they are connecting with a person and not a brand.
When marketing on social media for instance, choose a real photo or image over stock photograph to show the faces behind a company. Share doctor profiles including what they do in their spare time.
Does your medical practice sponsor a Little League team or regularly have company cookouts? That’s who millennials want to get to know, not the white coats.
Get Help Marketing Your Medical Practice
At Proclaim Interactive, we’ve been working with healthcare provides for over 15 years, providing successful marketing solutions. We will work with you and your partners to incorporate a strategy geared towards millennials by providing email marketing, website, and social media marketing tactics. Interested in our services? Contact us to learn more about how we can help your business get social.
Since its inception in 2000, Proclaim Interactive has combined excellence in design and think-out-of- the-box digital marketing to become one of the most award-winning firms in the region. Proclaim Interactive provides website design, social media management, SEO and general marketing services designed to amplify clients’ messages. For more information call 910.795.4143.