Marketing Content for Millennials

by | Apr 18, 2018 | Consumer Engagement

Making your healthcare content more interactive and shareable is always a good idea — and essential for when marketing content to millennials.

The Unit­ed States Cen­sus Bureau approx­i­mates that there are 83.7 mil­lion mem­bers of the mil­len­ni­al gen­er­a­tion (born from 1982–2000) in the U.S. Com­pared to pre­vi­ous gen­er­a­tions. This audi­ence is far more like­ly to review med­ical advice online and use urgent care in the absence of a pri­ma­ry care physi­cian, mak­ing mil­len­ni­als an ide­al demo­graph­ic for health­care mar­keters to con­nect with.

Sure, mil­len­ni­als grav­i­tate toward dig­i­tal and social media plat­forms., and they are open to mul­ti­ple mar­ket­ing chan­nels. How­ev­er, they require two things from brands to whom they are loy­al, includ­ing their health­care providers: con­nec­tion and convenience.

These key ele­ments can man­i­fest in your con­tent mar­ket­ing through inter­ac­tiv­i­ty that sparks a con­ver­sa­tion and sub­ject mat­ter that’s worth sharing.

Interactivity Is Important

Both of these goals can be addressed by mak­ing your hos­pi­tal or health system’s web­site and oth­er dig­i­tal con­tent more inter­ac­tive. When cre­at­ing con­tent to attract mil­len­ni­als, use medi­ums that appeal or speak to them where they are.

From edu­ca­tion­al blog posts about flu sea­son that put faces to your doc­tors’ names to con­ve­nient online sched­ul­ing so patients don’t have to make phone calls to set appoint­ments, inter­ac­tiv­i­ty may take many forms. What form you choose is deter­mined by your tar­get audience.

Are you try­ing to draw in more fam­i­lies to your pedi­atric ser­vice line? Try a text-chat tech­nol­o­gy that allows par­ents to ask a real doc­tor or nurse in your prac­tice health questions.

Are you try­ing to bring in more mil­len­ni­als for reg­u­lar well­ness vis­its? Con­sid­er an info­graph­ic stress­ing the ben­e­fits of these check­ups. You might try a quiz that address­es chron­ic dis­ease risk or explains how long is too long between well­ness visits.

Creating Shareable Content Is Caring

Did you know that health infor­ma­tion is one of the areas of the inter­net with the high­est lev­els of traf­fic? It’s the sort of infor­ma­tion that’s high­ly share­able. If your site fea­tures quizzes, info­graph­ics or blog posts that peo­ple find use­ful, chances are good they’ll share it with friends and fam­i­ly. This is espe­cial­ly true if you include social shar­ing links.

While this is true across a broad range of demo­graph­ics (who hasn’t seen Mom or Grand­ma share the newest tip for fight­ing off the flu?), it is espe­cial­ly use­ful if you’re tar­get­ing mil­len­ni­als. They tend to rely on friends and fam­i­ly for health­care rec­om­men­da­tions, which include the implic­it approval that comes with con­tent sharing.

What’s more, accord­ing to Con­tent Mar­ket­ing Insti­tute research, 75% of peo­ple agree that inter­ac­tive con­tent allows them to “sam­ple” a brand. The result: When poten­tial patients get a taste of the car­ing, com­pas­sion­ate atmos­phere of your hos­pi­tal or health sys­tem, they’re more like­ly to come in for a visit.

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