How hospitals can target the millennial consumer
Get inside the mindset of the largest generation in history
Millennials are health-conscious folk. We aren’t just the video game playing, social media obsessed generation we are sometimes pigeonholed to be. On top of some of our less attractive qualities, we are also wellness nuts. We spend our money on health-related technology (Fitbit, Apple Watch), we research online about healthy foods and recipes (Pinterest, Instagram) and use apps to keep track of our fitness (MyFitnessPal, MapMyRide). We even define “being healthy” differently than generations past. It isn’t just about not being sick. To us being healthy is a lifestyle.
Which leads me to ask: how are hospitals capitalizing on this? If the largest generation in history (92 million) is focused on health and wellness, what are hospitals doing to speak directly to us?
In 2013, Goldman Sachs published a useful infographic that sheds light on the millennial mindset. According to the infographic, 83 percent of millennials disapprove of people who smoke one or more packs of cigarettes per day. Our hostility toward these habits makes sense, considering we are willing to invest in our health and wellness today. According to the infographic, in 2013 millennials spent 12 percent more on athletic wear and footwear than they did on clothing in general. I am willing to believe that we spent even more in 2016, due to advances in technology (did I mention the Apple Watch?) and inspirational sporting events such as the summer Olympics.
What can hospitals do to get a piece of the millennial pie? One way to attract these consumers is to create content or sponsor events based on what’s trending in fitness, food, and technology.
Here are some ideas:
Write blog posts that center around health and wellness. Include heart-healthy food recipes or exciting new workouts. Comment on the latest studies and help debunk some of the misinformation that is published as it happens. Source credible people such as your doctors and staff who can provide educational information.
Workout videos can be an efficient way to get your daily dose of exercise. Create engaging videos with workout, food shopping and cooking tips. You can complete web videos on a small budget. Use your iPhone to shoot content and then share it on social media.
A more costly investment, but the ROI could be a success if done right. Apps are useful tools, especially for millennials. We use them to track our caloric intake and measure how many steps we take. How can you reward us for our good behavior? A simple call out can go a long way.
Host group actives
Team up with a local yoga instructor to hold a workout session at your hospital. Or, create a meet-up group for people who like to jog outside. Get your staff on board to generate excitement around the event.