Although millennials value the types of services providers have traditionally provided, they have a strong preference for a holistic approach to health.
A new survey from Welltok cuts against the grain of news stories portraying younger generations as caring only about convenience when it comes to health care delivery. The report, entitled "Millennials Matter: How to Engage and Build Loyalty" helps illuminate what the Millennial generation wants from their health care experience.
The survey found that 93 percent of millennials say they are interested in establishing an ongoing relationship with a provider. However, this generation—projected to overtake Baby Boomers as the largest adult generation in the U.S.—has specific expectations about accessing health care and interacting with providers.
Related: Health care providers need to up their digital game
|A demand for more than just traditional health care
The survey emphasizes that although millennials value the types of services providers have traditionally provided, they have a strong preference for a holistic approach to health. "More than 90 percent want support for emotional/mental health, adequate sleep and positive family relationships," the report said. "The need for emotional or mental health support is not a surprise, as recent research shows that Millennials are experiencing more anxiety than previous generations."
The survey noted that only 53 percent of respondents said that their providers only cares about diagnosing and treating them when they are sick; while 87 percent believe that providers should support their total health and well-being. Providers who can meet these expectations will create loyal patients, the report said, even at a time when urgent care, online services, other platforms are pulling some patients away from traditional care.
"The key to building relationships is understanding Millennials and providing the right support," the report added. "Providers who respond by giving younger adults relevant support for all aspects of health have a real opportunity to develop longitudinal relationships that can drive demand for both primary care and strategic service line offerings."
|Personalized health care becomes the norm
The report noted that millennials have grown up with a wide range of options when it comes to goods and services, and that the modern consumer values on-demand service. The survey also found that this generation wants a "high-touch" approach to health care.
"Not surprisingly, 83 percent of millennials feel that their provider would serve them better if they knew more about their health interests, goals and motivations," the report said.
To meet this need, the report recommended that health systems work with vendors that provide consumer data insights that support the need for a more holistic approach. Programs designed to address issues such as managing stress, getting enough sleep, and maintaining positive relationships will help address the expectations of millennials, the report said. Providers can target patients through multi-channel communications—including emails, text, and apps.
"Millennials are a growing part of the patient population, and it is crucial provider organizations start meeting their expectations when it comes to developing an effective growth and retention strategy," the report concludes. "Meeting these needs will also benefit the patient population as a whole, as Boomers and Gen Xers are expressing similar desires."
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