All through high school and college, my teachers and professors tossed the term “Millennial” around like a Hacky Sack. We Millennials were going to have to “get off our phones” and “stop expecting handouts” if we wanted a real job. The negative connotation given to my generation seemed to hyper-prepare us for the dreaded real world.
Fast forward a few years, and here we are with real jobs, real goals and real values. We’re a huge buying power, but we’ve tossed brand loyalty to the wayside and can sniff out a spin doctor from a mile away. So what’s a marketer to do? Read on to gain a few key insights about Millennials and what catches our attention in marketing.
Send Print, with a Personalized Touch
Using print to spark interest may seem counterintuitive, but physical marketing materials cut through the clutter simply by existing. After consuming hours and hours of social media, websites, podcasts and Netflix®, holding something in our hands is actually refreshing. And if you still have your doubts, let’s take a look at some successful companies catering to Millennials right now - Birchbox, Blue Apron™ and Dollar Shave Club®. The excitement of getting something in the mail, that’s meant just for you, creates a feeling that digital just can’t deliver.
Take advantage of the benefits of print - personalized salutations, varying textures and quality paper - all while standing out to potential Millennial patients.
Create an Experience and Encourage Engagement
Millennials love to share their ideas, opinions and viewpoints. We are strong believers that our voices have value and deserve to be heard. The good news for you? We’re eager to engage. Do you have an annual 5k coming up? Encourage social media followers to tag their running partner in the comments for a chance to win free registration, t-shirts or water bottles. Create a “wellness challenge,” and motivate followers on social media to post pictures of them completing the challenge with a special hashtag.
Take it one step further and feature those who choose to engage by commenting on their posts, reposting their pictures or featuring them in your next newsletter. Being acknowledged and part of something feels good, so take advantage of that insight and use it to generate brand interest.
A Personal, Human Touch Can Go Far
Millennials are skeptics, especially when it comes to the healthcare industry. In fact, just over half of Millennials visited a doctor’s office in the past year, compared to nearly 75 percent of other generations (C2B Solutions). We often turn to trusted friends and family members for health advice, but there’s a way to use this information to your benefit.
To eliminate the notion that your organization is just another institution looking for business, create an inviting, down-to-earth image throughout all your branding. In your newsletters, share your dietitian’s favorite healthy recipes or your cardiologist’s curated running playlist. Send e-blasts letting readers know what’s going around and how to prevent it. In your brochures and other in-house materials, always opt for an educational approach.
Putting a face and a voice to your organization will help potential patients easily connect and see a group of caring professionals, rather than a corporation.
In short, catching the attention of Millennials will require strategic and non-traditional approaches, but implementing these new tactics will be well worth it. Interested in learning more about how to create a campaign targeting Millennials? Talk to us today!