how millennials shop for healthcare in a digital world

© 2015 Nuance Communications, Inc. All rights reserved. 1

How Millennials shop for healthcare


At 83.1 million, this year Millennials surpassed Baby Boomers as the largest living generation.

(Tweet this)

http://ctt.ec/5GFaI

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That’s a lot of people – and patients.

83.1 75.4

Millennials Baby Boomers

Population in millions

According to U.S. Census Bureau, June 2015

https://www.census.gov/newsroom/press-releases/2015/cb15-113.html


In the age of

Facebook “likes”

and Instagram ♥s,

Millennials have

different

expectations when

it comes to their

healthcare.


To be successful, providers need to know what patients want and expect from their healthcare experience.


We conducted a patient survey to better understand unique preferences and behaviors when it comes to healthcare.

Unless otherwise noted, all data is from the 2015

“Healthcare from the Patient Perspective” survey

commissioned by Nuance Communications.


So, let’s get to know

them.


What matters most to Millennials in the patient experience?


Which, if any, of these factors contribute to better

medical care?

*This data is reflective of all age groups.

(Participants could select multiple responses.)


Listen up, doctors.

The vast majority of patients

say time for discussion

contributes most to better

care.

73 %

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There’s just one problem.


% of patients feel rushed during their doctors’

appointments.

http://ctt.ec/ebK77


“Patients must become their own healthcare advocates and should be prepared to move on to another practice if that physician exhibits lack of skill or compassion.” Patient, age 25 34


1-2 times 39%

3-6 times 36%

7+ times 16%

Millennials visit the doctor 1-2 times per year, while

patients 55 years and older go 3-6 times per year.

1-2 times 33%

3-6 times 39%

7+ times 22%

Ages 18–34

Ages 55 +

Did not visit the

doctor this year

6%

Did not visit the

doctor this year

9%


But even visiting their care providers less often, their experiences can leave a lasting impression.


%

of young Millennials share their experience with

their friends – not their doctors or the healthcare

facility – when they are unsatisfied with their care.

http://ctt.ec/drmDb


0%

10%

20%

30%

40%

50%

60%

70%

80%

Give feedback toprovider

Provide onlinefeedback onexperience

Tell friends Do nothing

Ages 18 - 24

Ages 55 +

If you are not satisfied with the level of care you

received from your physician, how do you react?


And what they say,

matters.


Ages 18 – 24

Ages 65+

Millennials are nearly 2X as likely to

trust personal recommendations when

it comes to finding a doctor. (Tweet this)

http://ctt.ec/vJ4o5


“A bad—or even just disappointing—experience can turn a Millennial into a vocal critic who will spread the negative word through social media, reviews, and blogs. And that criticism can go viral.” Boston Consulting Group, How Millennials Are Changing the Face of Marketing Forever

https://www.bcgperspectives.com/content/articles/marketing_center_consumer_customer_insight_how_millennials_changing_marketing_forever/


The way we find,

consume, and

share information

has changed.


Millennials grew up in the digital era – using online tools to inform their decision making is second nature.


And, because they’re mobile, it’s even easier for them to get access to and share information online.


% of Millennials own smartphones today.

“Mobile millennials,” Nielsen

http://www.nielsen.com/us/en/insights/news/2014/mobile-millennials-over-85-percent-of-generation-y-owns-smartphones.html


0%

10%

20%

30%

40%

50%

60%

18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 +

In fact, before seeing their doctor, more than

half of young Millennials search online for

health information.

Years

(Tweet this)

http://ctt.ec/cw7YH


Whether

they’re

shopping for a

new pair of

jeans or for a

new doctor,

they will do

their

homework.


42% of Millennials use online reviews to find a doctor, and more than 50% use their smartphones to research products and read user reviews while shopping.

1. “Healthcare from the patient perspective,”

Nuance Communications, 2015

2. “American Millennials: Deciphering the

Enigma Generation,” Barkley

“Wasn’t what I was expecting. I recommend spending your money elsewhere.”

- Jane Smith, NY

http://barkley.s3.amazonaws.com/barkleyus/AmericanMillennials.pdf


“When I needed to find a new physician, I looked for a doctor within my insurance network and then turned to online reviews. Based on the comments, I ruled out several doctors, including one I was originally considering because someone mentioned they felt rushed and treated like a paycheck during their appointment.” Kay Zimmermann, a 25-year old patient


So, in the age of

healthcare consumerism,

how do providers

influence Millennials?


“This shift in how people shop for healthcare and

greater transparency of information means

providers need to understand who their patients

are and what they are looking for when it comes to

their care experience. Those that fail to do so, will

struggle to survive in the new world of healthcare

economics.”

Trace Devanny, President, Nuance Healthcare


To find out more about patient perspectives on the changing healthcare experience, visit: The Art of Medicine: Healthcare from the patient perspective.

Learn more

http://bit.ly/art-of-medicine-via-millennial-survey-slideshare

http://bit.ly/art-of-medicine-via-millennial-survey-slideshare