Medical Column

Medical Column
Accounting Today Anne Carrie holds an MBA in Healthcare Management and a BS in Marketing. She has over 12 years of combined experience in the pharmaceutical and healthcare industries. She has extensive experience in business development, marketing, and operations working direclty with hospitals, physician groups, and outpatient facilities. Anne writes for various healthcare organizations, medical companies, and private medical groups in areas related too: healthcare regulation, HIPAA, marketing and business development, operations, practice management and more. Her work has been published in various healthcare publications across the US.

Millennials and Healthcare

Whether it is shopping for a doctor online, accessing web-based diagnostic tools, utilizing health apps, or researching treatment options by cell phone, millennials (those born between 1982 and 2004) have helped redefine the meaning of healthcare consumerism. The age of instant access meets on-demand and expectations toward healthcare are much different than previous generations.

This so-called “drive-thru generation has grown up with smart phones and iPads in a world of Google, Amazon, Zappos, and Netflix. They would rather receive a text message than a phone call, and they are not concerned about having a relationship with their doctor as much as they are concerned about easy, quick, and convenient care. As purchasing power continues to shift from the baby boomers to the millennials, this group is becoming a major force in just about every industry, including healthcare.

Growing trends among the millennials in healthcare include:

  • Nearly half of the millennials surveyed said they visit the doctor less than once per year and have no personal relationship with their primary care physician. (1)
  • Millennials are more likely to ask for a discount, request a cheaper treatment option, request a price check or appeal an insurance decision. (1)
  • Over 30 percent of millennials prefer retail clinics, and 25 percent prefer acute care clinics. (1)
  • Half of millennials use online reviews to select care providers. (3)
  • 60 percent of millennials would utilize telehealth options to eliminate in-person visits. (1)
  • Over 90 percent of millennials do not schedule preventive physician visits. (1)
  • 71 percent of millennial patients would like the ability to book appointments, share information, and manage preventative care through mobile apps. (1)
  • Millennials are most likely to compare prices online for medical and dental care. (1)
  • Millennials most often use online information when selecting insurance. (1)
  • Millennials are more likely to forgo care because it is too expensive. (1)

These trends will only grow stronger over time. Millennials are now the largest generation in the United States having surpassed the baby boomers. In order to engage this group, the industry must start treating patients more like retail consumers and make the delivery of convenience, transparency, and technology a priority. Those healthcare brands that are able to adapt will win the millennials trust and business, and those who fail to evolve will be left behind.


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