Struggling to understand the demands of millennial consumers? Here’s the solution.
The stakes for securing Millennial engagement are high.
At 80 million, they’re America’s largest generation. Many of them are becoming parents. They have clear ideas about what “healthy” means to them, and they’re looking for partners to help them achieve it. And if you can provide what they’re looking for, they’ll stick with you. 20% of Millennials consider themselves “extremely loyal” to brands—more than any other demographic.
That’s the good news.
The bad news is that Millennials, as consumers, can be finicky. They have very particular preferences for brand interaction, and strong demands for the healthcare systems they patronize.
It’s not easy to engage with the Selfie Generation—but it’s not impossible. Meet them where they are, and start collecting feedback in real-time. Here’s how real-time feedback will help your hospital win favor among Millennials.
Find them on their phones
Millennials are, by far, the most tech-obsessed consumers of healthcare.
Affluent Millennials spend up to 53 hours per week online. Within the next hour, 70% of them will check their phones. Even more importantly, they also grew up in the age of Amazon—and that has made them digital-first consumers.
Transparency is second nature to them. They rely on reviews to guide all of their purchasing decisions, and they especially trust reviews from customers like themselves.
Unfortunately, much of the patient-feedback industry caters to an analogue age. Traditional modes of patient satisfaction surveys—like the CMS-mandated CAHPS—don’t always reflect the preferences of this screen-savvy demographic.
CAHPS surveys are typically administered through the mail. To Millennials, mail-in surveys seem a little quaint, and more than a little inconvenient. After all, most of them sort their mail while standing over a trash can.
Another part of the problem is that these surveys often arrive in a patient’s mailbox four to six weeks after the incident of care. That’s not how Millennials want to tell you about their experience. They’d prefer to give their feedback within a few days, not weeks.
This may explain why only 11% of Millennials even choose to respond to mail-in surveys.
Shifting to a digital-first, instantaneous mode of feedback can make all the difference. For instance, 10 NRC Health partners that recently shifted from traditional mail-in surveys to NRC Health’s Real-time feedback platform saw response surge from 9% to 31%—a staggering increase.
That’s the difference that Real-time can make.
How feedback becomes loyalty
This impact happens because Real-time feedback meets Millennials where they are. 92% of Millennials expect to have full two-way electronic communication with their providers. Real-time enables you to make good on this expectation by putting digital patient outreach at the forefront of your feedback operations.
It’s a mobile-friendly platform—a must for Millennials—that reaches 100% of your patients immediately after their episode of care. Patients answer open-ended questions through email, SMS, or voice recognition, giving you a thorough account of their experience.
That will go a long way toward winning their favor. But how do you turn a single episode of feedback into a long-term relationship?
Simple: you show you were listening.
Millennials see themselves as activist customers. They don’t want a strictly passive relationship with your organization; they want to feel a sense of agency as healthcare evolves. If you can use their feedback to drive meaningful change, Millennials will reward you with their loyalty.
Embrace the next generation of customers
Journalists tend to be uncharitable when they describe Millennials. The entire generation is frequently maligned as narcissistic, entitled, or vain.
That’s a mistake your organization can’t afford to make. Like them or not, Millennials will soon constitute an enormous proportion of patient volumes. Contempt is a surefire way to alienate them.
Instead, devote your energies to understanding them. Discern what they want out of their healthcare experience, and how you can deliver it.
Modernizing your patient feedback is a good place to start. In mode, in timing, and in openness, Real-time is perfectly suited to Millennials’ tastes.
Shifting from mail-in surveys to a modern feedback operation is a simple way to show you’re taking their preferences into account. It’s the right first step toward earning their loyalty.
Interested in learning more about Real-time? Click here to for a demo of real-time feedback from NRC Health.