Millennials are reshaping the way businesses engage with their customers. For a generation commonly referred to as digital natives, technology plays an important role in millennials’ interactions. This familiarity with technology has in many ways shaped their high service expectations, which prioritize both personalization and convenience from companies. To effectively attract and retain patients within this generation, providers need to modernize their communications by embracing technologies.
According to the U.S. Census Bureau, millennials, or those born between 1982 and 2000, account for more than a quarter of the U.S. population (over 83 million). Millennials present a unique challenge for the healthcare industry, which historically has been slower to adopt technologies than other industries. Though millennials born in the 1980s have been in charge of their healthcare decisions for some time, all millennials are now potential patients with digital shopping skills and high service expectations. For them, patient satisfaction is crucial, as 92 percent of millennials state that they would switch providers if not completely satisfied with their healthcare team, compared to 88 percent of other generations. Here are a few ways healthcare organizations can leverage technology to meet the expectations of this tech-savvy generation.
• Millennials find text messages less intrusive and use this communication channel more than phone calls. This channel can be used for every notification type, from appointment reminders to payment due notices.
• For patients calling into a contact center, automated self-service options provide immediate, time-saving solutions.
• A modern and up-to-date website helps retain and attract new patients by making relevant information easily accessible.
• Providers are finding success in adding personalization with better patient segmentation. Using data from their EHR/EMR, providers can create relevant and targeted messages that focus on anything from patient-specific care instructions for a chronic disease to a reminder to schedule an overdue follow-up appointment.
To stay relevant and competitive, all industries are adopting new technologies to engage with consumers in today’s marketplace. For healthcare specifically, technology will play an increasingly important role in delivering patient experiences that meet the expectations of this generation. Providers who can align their communications to reflect these modern values will have greater success in standing out from competitors and building a loyal patient base with millennials.
To learn more about how millennials are changing healthcare, download West’s infographic.