How healthcare marketers should target millennials

Healthcare marketers who target young adults experience a healthy ROI.

Millennials are a major target audience for healthcare marketers because many are now seeking medical services. About 28 percent of individuals between the ages of 18 and 34 enrolled for private insurance in the healthcare marketplaces set up under the Affordable Care Act, and that number is still growing, according to The White House's Office of the Press Secretary. Hospitals, doctor's offices, urgent care facilities and other healthcare centers that target this age group will enjoy a fruitful return on marketing investments.

To effectively tap into Generation Y, healthcare marketers need to know millennials' mentality and preferred method of communication.

Understand Gen Y's mindset
Many individuals between the ages of 18 and 34 often believe they are invincible and immune to sickness and injury, explains Young Invincibles, a nonprofit policy and research organization. However, they do need medical services for regular check-ups, as well as to occasionally seek treatment for health issues. With that in mind, marketing professionals should position healthcare services as a way to avoid health problems before they emerge with low-cost preventative care. It's also a way to take responsibility of one's health and financial well-being.

Reach millennials through mobile
Healthcare marketers need to adapt to millennials' preferred method of communication: mobile. According to the Pew Research Center, 98 percent of 18-to-29-year-olds have cell phones, and 83 percent have smartphones. Using mobile marketing will be key for healthcare organizations that are focused on acquiring new patients in this age demographic.

Have the right data
One of the most effective ways to target millennials is having insightful data about these individuals. Healthcare centers that have information about this generation pertaining to purchasing behavior, location and patient profiles are more likely to experience better results, making the most out of their marketing dollars. Altair helps marketing professionals identify the best new prospects with its multisource data system. With the most accurate and relevant data about the millennial demographic, healthcare marketers will have all the information they need to effectively target this generation and improve patient acquisition.

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