Last month I sat with my son as he completed an online
application for healthcare insurance via the Affordable Care Act Health
Exchanges. I wasn’t there because he
needed my help. He’s smart and web savvy like most of his generation. I’m just
into this subject to be helpful to you.
Anyway, he’s off Mom and Dad’s insurance. He’s paying for his healthcare for the first
time ever. He’s making his own decision about healthcare providers. He actually
wants to get a physical and develop a relationship with a doctor. But surprise,
he finds the whole thing exasperating. It’s not for the reason you might think.
No, it’s not the money. His frustration
stems from how counter intuitive the process is to the way his generation
works.
His frustration is an opportunity for someone. It occurred
to me that that someone might be you and that social media might be a way to
bridge the communication gap, improve this generation’s perception of the
healthcare community/process and drive patients to you.
Here’s how:
First, nearly 90% of those 18 to 24 years of age said
they would trust medical information shared by others on their social media
networks. A millennial’s network on social media is a group of people that
is well trusted, which again, presents an opportunity to connect with them as
healthcare professional in a new and authentic way. Be transparent. Share
information that’s helpful, and include how to pay for things. They just want
to know.
Second, more than 80% of the millennial
generation said that information found via social media affects the way they
deal with everything – health, too. Healthcare professionals have an obligation
to create educational content to be shared across social media that will help
accurately inform this generation about health related issues and squash
misleading information. The opinions of others on social media are often
trusted but aren’t always accurate, especially when it comes to a subject as
sensitive as health. Be present. Listen
as much as you “tweet”. Share what you’d
want your child to know and dialogue with them if they reach out to you. Hey,
their doctor’s voice will cut through the online clutter but they also expect
to be heard.
Third, about 75% of the 18 to 24 year olds said
social media would affect their choice of a specific doctor or medical facility. This makes social
media important as a tool to help accelerate positive and overcome negative
word of mouth. It can attract new patients, minimize missed appointments,
retain your patients, and win their referrals. Millennials are using social
media to discuss everything in their lives including health and it is up to you
to tune in.
Fourth, millennials are the most likely group
of social media users to trust social media posts and activity by
doctors. They see doctors as respected members of society (yeah,
really) who are also highly revered for their opinions when they are shared on
social media, which is even more reason to help boost your reach as a
healthcare provider and use social media to discuss health issues, choosing
healthcare plans, meeting providers, and
getting well. This may require that you
explore some new channels. Think Instagram. This generation is definitely a
“show me don’t tell me” community of patients.
Hmmm. Now that I think about it, millennials are not the
only ones who can relate to these ideas. The percentages may vary but the
impact could be more immediate to your business if middle-aged people find you
online. But if you’re thinking about tomorrow and the new patients coming into
the healthcare stream, consider connecting with millennials via social media.
They’re Moms and Dads will thank you.
Q.
What are you doing to include this generation in your practice development strategy?
