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Mythbusting for millennial healthcare marketing

News Article - February 14, 2018

Marketing/Social Media

The assumptions made about millennials as healthcare consumers often don't line up with reality, according to a marketing agency chief in a new MM&M article.

Drew Train, president and cofounder of the advertising agency Oberland, says that millennials harbor skepticism and "demand transparency," but that does not mean that each patient a practice encounters should immediately be treated differently than someone 50 or older: "It comes down to who you are as a person," Train says.

Train recommends that healthcare leaders focus less on the ideas that millennials are obsessed and dependent on social media and technology. Instead, marketing healthcare services to digital-savvy consumers means recognizing that those people often are "more discerning about content" and receptive to "smarter" marketing messages.

MGMA resource: Millennials and organizational change
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