Healthcare providers need to change to properly serve Millennials

how millennials shop for healthcare

While Baby Boomers currently consume most healthcare resources, the move to value-based care and increased focus on prevention is driving healthcare providers to better understand and reach Millennials, which are now the largest living generation.

Nuance Communications surveyed 3,000 people and released data to show how Millennial patients will change healthcare providers’ practices to properly serve both Millennials and Baby Boomers.

“As patients play a much greater role in determining how, when, and where they receive care, organizations that don’t stay closely connected to their patients won’t be able to survive,” said Trace Devanny, President of the Healthcare Division, Nuance. “Providers need to better understand the populations they serve and the threats to their business to remain competitive in their market and best manage their patients’ needs.”

More than 54% of young Millennials said they search online for health information before seeing a physician and rely on doctor ratings.Nuance highlights two findings from its research.

First, Millennials will share referrals as well as negative healthcare experiences, with 70 percent of those aged 18-24 choosing a primary care physician based on recommendations from family and friends, compared to only 41 percent of patients over the age of 65. The survey also revealed that while the majority (51 percent) of patients 65 and older tell their doctors directly if they are unsatisfied with their care, 60 percent of younger patients tell their friends, instead. This, according to Nuance, poses a new challenge for providers, who may not hear directly from younger patients when they’re unhappy with their care.

The second finding is that Millennials turn to the web for healthcare information. More than 54 percent of young Millennials said they search online for health information before seeing a physician and rely on doctor ratings; whereas the global average for all patient ages is 39 percent.

Like consumer brands, which have had to adjust to using social networks and interacting with consumers through new channels, providers will need to become more focused on what’s being said about them online, and will need to place a higher priority on online scorecards.

“We know a huge number of patients today are looking up symptoms and health information online, so it’s just a matter of time until they shop for physicians and communicate grievances that way, too,” said Tony Oliva, MD, national medical director, Nuance Communications. “These are informed healthcare consumers who, if they feel rushed, are likely to share criticism online. Healthcare organizations need to find ways to help physicians optimize time spent with their patients and to protect their reputations.”

Here’s the presentation with Nuance’s findings.