[Breaking News] – The healthcare landscape is changing, and while those in DC continue to have polite, bipartisan discussions on how to “solve” this nagging problem, HR departments everywhere are trying to keep up.
A new study released last week by Allidura Consumer, GSW Worldwide, and the Harris Poll offers some creative options when it comes to running a competitive workplace. The study shifts the discussion from topics like the Affordable Care Act, Obamacare, Private Exchanges, preventative care, and Medicaid Part D, to healthcare marketing for the Millennial Mindset.
And why not focus on the consumers of healthcare? Insurers, employers, and providers… grab some popcorn and watch us, Millennials, find our way through the healthcare maze. We are going to make up over half of the workforce in a few years, which means benefits packages will need to play nice with our interpretation of healthcare, whatever that may be.
We are a little bit dramatic… okay, really dramatic:
Millennials worry about getting a serious illness or affording healthcare almost as much as Boomers…. And we are 20 something! The viral nature of the web, the access we have to technology and information, and the trust we put in these types of media is overwhelmingly a GenY downfall.
- 44% of Millennials say that viewing health information online causes them to worry
- Millennials are more likely to describe themselves as anxious
- 1 in 10 have been diagnosed with a social phobia
One word. Paranoid. One hashtag. #Ebola.
Tell your Millennial employees they are healthy. Show them with facts. A little biometric screening never hurt anyone.
We Love Trends:
Have you heard Millennials say (or post rather) some iteration of… #selfie Check out my progress with my #crossfit family! Oh my gosh, I’m on this cleanse and it’s amazing! #juice #eatclean Heck No! G-M-O. I drank wine last night @WholeFoods while I shopped. It was the coolest thing of all time. #wineo I made gluten free pizza from a post on Pinterest I found last week. #organic #farmtotable
- 49% of Millennials have used a training program such as P90X, Insanity, or CrossFit in the past 2 years
- 33% have used a cleanse in the past 2 years
- 27% are willing to pay more for foods that are free of GMOs
- 23% are willing to pay more for foods that are made by a well-known brand
- 15% feel it is absolutely essential or very important to eat gluten- free foods
Don’t offer us a gym membership, then we have to find friends to go with us because we can’t do anything alone. Offer yoga classes, so we can meet friends. For a company fitness challenge… I don’t want your designated pedometer, let me use my Nike+ Fuel Band. And when I win… I absolutely will REFUSE that Subway gift card. Find the brands we like with the nutritional value we think we need.
We trust people we know and our fellow consumer:
It’s no longer a little voice in our heads encouraging us… it’s now an app, our friend, or Kevin Durant giving us the authority to diagnose ourselves or choose the right nutrition plan. Oh, except they don’t have the $500,000 in debt and letters after their names like real doctors. Small detail.
- 84% of Millennials trust information from people they know personally
- 37% have self-diagnosed themselves with health problems that they don’t have
- 22% trust celebrities when endorsing a food product
Groupthink is a powerful thing in this generation. Get people on board and get creative with who delivers the message and how the message is coming across (it doesn’t have to be a celebrity, but if my company felt the need to bring Sam Smith in to make sure I didn’t eat Cane’s every day of the week, I wouldn’t be mad).
The healthcare topic is here to stay. If you wait until it’s solved, you may be waiting longer than the City of Cleveland on a World Championship… aka a really long time. If organizations take a few Millennial approaches to healthcare and make them their own, rather than just keeping up they’ll find themselves setting the standard.