Millennial Marketing Trends:
How Healthcare Marketing Reaches Gen Y

Christine Guo, 2015 Marketing Intern

Having grown up in the digital age, millennials are highly influenced by mobile and social advertising

Healthcare Marketing to Millennial Generation Why

With so many healthcare forums and information at our fingertips, many millennials avoid purchasing healthcare until emergencies arise. However, it’s good to have healthcare to lean on, especially as problems arise unexpectedly. Comprising 29% of the U.S. population, with $2.45 trillion purchasing power worldwide, it’s no wonder millennials are a prime target for healthcare marketers. Having grown up in the digital age, millennials are highly influenced by mobile and social advertising. This cohort is five times more likely to trust a pharmaceutical company-sponsored social media platform than those aged 66+ (Harris Poll).  Millennial marketing trends show that word of mouth recommendations from friends and family are more effective than direct messages from brands. A full 84% of millennials will trust the advice of a friend or family member over a professional.

 

Here are some ways that healthcare marketers can optimize millennial advertising:

Be Authentic

Feature real people telling meaningful stories so that your brand can resonate with millennial values.
Showcase an authentic brand identity to make this group more likely to pay attention.

Millennial Consumers Love Conversation

Develop a content marketing strategy to communicate different tips and strategies that align
with your brand. Fitness tips and dieting tricks are highly effective for sparking conversation.
They garner higher response rates than loud marketing strategies via social media.

Use Mobile Advertising

According to Millennial marketing trends, this generation is increasingly using tools like mobile
health apps in the decision making process. When marketing healthcare, brands must be mobile
friendly in order to extend their reach.

Takeaways for Millenial Advertising

Healthcare marketers can use several tools to reassure millennials that their services are necessary. When it comes to millennial advertising, they should share stories that resonate with millennial consumers and spark authentic conversations. They should move towards mobile and social channels, which is how millennials find and share information. In doing so, they can provide the materials for millennials to extend their brand marketing.

References:

MediaPost “The Millennial Mandate: How ‘Generation Y’ Behavior is Shaping Healthcare Marketing Strategy

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