Millennials are now the largest adult generation and the viability of primary care practices in the future will increasingly depend on attracting this generational group.
But there is growing evidence that millennials as a group do not value primary care physicians as much as previous generations.
How true is this?
“The Health of Millennials,” a 2019 study from the Blue Cross Blue Shield Association (BCBS). It found that only 68% of millennials had a primary care physician, compared to 91% of those who are Gen X.
The Family Foundation survey conducted in 2018 yielded similar results.
Millennials are nearly twice as likely as baby boomers to use retail and urgent care clinics, and are also more likely to self-refer to a specialist than previous generations.
How do primary care physicians fit into this age group?
First, clinics must expand telehealth options, offer more flexible hours. Being as transparent as possible about pricing and integrating mental health, as well as taking full advantage of online dating, social media, and interactive digital content.
A recent Welltok survey report found that 93% of millennials want a relationship with the provider. But 85% feel that providers only care about them when they are sick. They also want to feel supported in their efforts to improve their overall health.
The survey data showed that millennials strongly prefer a holistic approach to health. And 90% say they want emotional / mental health support, adequate sleep, and positive family relationships. This ties in with research showing that millennials are experiencing more anxiety than previous generations.
Welltok’s findings from the survey data for provider organizations include:
Support holistic health
A 2018 technical report from the TransAmerica Center for Health Studies based on its sixth annual consumer health survey noted that millennials are more aware of their overall health than other generations and more likely to explore integrative medicine options in the past 12 months , including mental health. , visits to the chiropractor and acupuncture.
Millennials want to be loyal
Nearly nine out of 10 respondents said they would be more loyal to providers who support their overall wellness.
Millennials expect personalization
Vendors must offer relevant and personalized experiences. More than 80% of responding millennials feel that if their providers knew more about their health interests, goals, and motivations, they could serve them better.
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