|By Cami Gener | Solution21 | Marketing Specialist|
The key to long-term business success is constantly attracting new patients who will provide years of loyalty to your practice. Right now, that means reaching out to the Millennial generation, which is currently 80-million strong. However, the millennial patient is unlike any other patient that has come before. This generation is turning the page on traditional healthcare as we know it and has high expectations for a more connected and flexible health system.
The question is, how do you as a healthcare provider meet that need in an increasingly competitive market that is being flooded with tele-health providers and walk-in clinics? It certainly isn’t going to happen by advertising in the phone book, we know that much. In this post, we’ll cover some of the ways physicians can reach out to Generation Y through non-conventional marketing strategies and proven methods that actually work.
Social media gives a face and personality to businesses. It strips away the stuffiness that Millennials despise and replaces it with a casual and more natural experience. As a physician, your practice should be active on social media. Though professionalism is still important, this is a venue for you to show what really sets you apart and what makes you an expert in your field. It also provides a platform from which you can advertise to specific markets, age groups, or interests through personalized social media advertising campaigns. For help managing social media or using it to market your practice, simply email or call one of our marketing team members.
Millennials are one with their smartphones. It is an access portal to the information they need at all hours of the day. Not only that, but in most cases, it is the preferred method of searching the web – not by desktop. If your practice website is not mobile-friendly, your chances of attracting young patients are severely diminished, especially if a competitor has a more user-friendly custom site. If you aren’t sure if your website is mobile-friendly, it may be time for a website overhaul. We here at Solution21 can customize a medical website branded specifically to your practice. We implement mobile and millennial-friendly features, including online scheduling. Give us a call for more information.
Why do the urgent-care clinics and tele-health practices seem to be taking the place of the traditional family physician? The answer is simple: convenience. Traditional doctors hold traditional business hours, whereas many Millennials do not. These young patients live in a highly connected world with instant access to the information and services they need. If they can only schedule a doctor’s visit on a Saturday morning, minute-clinics become the go-to solution. As a physician, you can compete with this trend by offering extended hours during the workweek or perhaps on weekends.
If there is one thing that young people hate, it’s a complicated or difficult-to-understand business relationship. They don’t want contracts for the cells phones, gym memberships, or TV service. Instead, many are ‘cutting the cord’ and going for straightforward pricing without complex terms or long-term obligations. That same preference for simplicity applies to other areas of their lives, too, such as healthcare. When marketing to a younger market, try advertising promotions with straightforward costs, such as flat-rate exams or flat-rate monthly-installment payments for special services. This gets the patient through your door under the premise that the services advertised carry no additional or unexpected fees.
Manage Your Reviews
Finally, remember that the one thing Millennials are conditioned to do is read reviews before making a purchase or visiting a particular business for the first time. If the reviews are bad – yes, even for a physician – they will move on to the next provider, no questions asked. Your chance to earn their business came and went without you even knowing it. While it is impossible to prevent bad reviews from being published online, there are proactive steps you can take to manage your online reputation. That could mean implementing a feed of only positive reviews from a reputable website on your own medical website. It could also mean providing public, professional responses to negative reviews on other sites. For help managing your online reputation, give us a call here at Solution21 today.
The bottom line is the Millennial generation is just beginning to find its way in the world. Its members are not looking for just any doctor; they are looking for someone they can easily connect with on a more casual level than has been available in the past. For help attracting young patients to your practice, give us a call here at Solution21. Our team can equip you with the tools and strategies you need to continue growing your practice for decades to come.