Millennials Take DIY Approach to Healthcare

Author: 8th and Walton

Healthcare DIYAnalysts have long known that Millennials have DIY tendencies, so it’s perhaps no surprise to learn that this demographic often treats its own ailments. In a recent episode of Focus on Suppliers, Saatchi & Saatchi X’s Jessica Hendrix noted that 43% of Millennials use over-the-counter remedies. This age group is also the number one user of in-store clinic services.

There are two important factors to consider when pondering these numbers:

  1. Millennials are making their own decisions about treating symptoms and minor illnesses. This means that they are likely relying on recommendations from friends and family, as well as content found online when choosing a product or products. While a Millennial is likely to Google for remedies once he or she develops cold symptoms, they may also be paying attention to social media and friends’ anecdotes when they are feeling perfectly well.
  2. Millennials are seeking out healthcare inside retail stores. This means that they don’t have to travel far after an appointment to pick up what their clinician recommends. As soon as they walk out the office door, they are in the middle of a retail floor.

Connecting Health Care Options to Millennials

As Hendrix remarked during a recent Millennial Minute segment: “We need to make sure that we’re using out-of-store content, social content, ratings, and reviews to drive Millennials in-store so that they can look at their options.  Also connecting with them emotionally about things related to health and wellness is critical to driving them to purchase.”

This DIY approach gives suppliers an opportunity to connect with Millennials suffering from colds, flu, allergies, or minor skin conditions. Consider prioritizing social media marketing efforts, particularly since members of this demographic may retreat to Facebook or Instagram seeking sympathy as they sniffle through a cold. Targeted advertising, plus informative content will connect you to ailing Millennials who may well become loyal customers.

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