By Gina Smith, CMRP, AMS, Director of Business Development, Health Industry Distributors Association
Did you know that Millennials are now the largest generation in America? This generation has grown up in an era of ever-increasing technological sophistication that has improved speed, efficiency, and convenience of services. And this experience has shaped how they make healthcare decisions.
Millennials have fundamentally different expectations for healthcare providers. HIDA has recently released new research on how this generation approaches healthcare, based on an in-depth survey of over 1,000 patients. Here are some key insights from this research:
Younger consumers prefer a transactional approach to healthcare
Compared to older consumers, Millennials are less interested in personal, long-term relationships with their healthcare providers and more interested in convenience. They are less likely to have a primary care physician, and are not impressed solely by the amount of time a provider spends with them. Additionally, they are much more likely than earlier generations to switch providers if they are unsatisfied.
They scrutinize medical visits closely
Millennials pay attention during healthcare visits, and they are more likely than their elders to rate a provider as excellent or poor. They are better than earlier generations at explaining why a provider either met, failed to meet, or exceeded their expectations. Millennial patients are also more likely to research providers, either through online rating sites like Yelp or by asking friends.
They expect providers to value their time and money
Millennials grew up in the Internet age in which almost any question can be answered instantaneously – so they are not happy about waiting for lab results. In fact, the leading cause of provider dissatisfaction among Millennials is being unable to get laboratory results during the same visit. These patients want to limit the number of times they go to the doctor and lower their out-of-pocket expenses.
They have high expectations for their providers
Millennials have strong opinions about their providers and care about every aspect of their visit. In addition to seeking quick and efficient care, they want facilities that are comfortable and easy to navigate. They prefer providers who have offices with open spaces, comfortable chairs, and who provide snacks and beverages while they wait. They also expect their providers to have modern offices with up-to-date equipment and technology.
While this generation may prove challenging for providers, learning more about their preferences can make you a valuable partner to your customers. By helping your customers improve their facility layout and amenities, helping them improve speed and efficiency, and apprising them of new equipment and technology, you can help them stand out with this important demographic.
To access the Horizon Report Millennials As Healthcare Consumers and other HIDA Research & Analytics reports, visit www.HIDA.org/HorizonReport.