Building Trust with Millennial Moms: A New Era for Physicians & Healthcare Providers

May 12, 2016  |  Tricia Snyder Lewis

Thinking Big

Believe it or not, older Millennials  — born roughly between 1978 and 1994 — are becoming Moms at a rapid rate. They deliver over 9,000 babies a day, and numbers continue to rise. That’s why this young and invincible generation is now faced with making important healthcare decisions for their family. So it’s only logical that understanding Millennial Moms and what influences their healthcare decisions is critical for physicians and providers.

What makes Millennial Moms unique?                        

This is a generation defined by 9/11, a global recession and one natural disaster after another. Their lives have created an appetite for authenticity, adventure, instant gratification and peer affirmation. This is also the first generation to fully embrace the digital age and includes some of our earliest “digital natives”. In other words, their processing and decision making skills have been shaped by the rapid dissemination of technology in the last decade of the 20th century.

Millennial Moms want you to solve their problems, and at the same time, your brand needs to stand for something they can believe in. This is the segment of this generation that is wealthier, family oriented, confident and information hungry. And, Millennial Moms aren’t walking in their mother’s shoes when it comes to raising children:

As decision influencers, this segment shares their opinion online more than any other group of moms. They feel strongly that they can improve on their Mother’s approach to parenting with the help of their support networks. To quote USA Today, the “boomers had Dr. Spock,” and millennials “have each other.”

Online recommendations powerfully influence their decisions, including those related to health. For example, Millennial Moms:

How can healthcare practices and physicians better serve and engage Millennial Moms?

Old school simply doesn’t work anymore. The traditional physician’s model of an interminable waiting room is not acceptable for the average Millennial Mom. Like most other services, these Mothers want their problems solved immediately and at their convenience. That means:

Since Millennial Moms are known to inform themselves from over 10 sources before choosing a provider, investing in physician reputation management should be a top priority. There are many factors that can impact a physician’s online reputation, including their online presence, search rankings and most importantly, patient approval ratings and comments.

Millennial Moms are highly sensitive to authenticity and want to engage with a genuine person, so it’s important for physicians to join the online conversation. But to be accepted in these conversations, they must respect the rules of engagement of the social space and understand that they are an interactive part of the community, although an expert one. They must be careful not to turn their interaction into a one way lecture, but rather to share their expertise in a digestible manner that is clear, easy to understand and polite.

This point of view was developed, in part, from BVK’s proprietary research study: The Rise of the Millennials — The Essentials of Marketing to Millennials. You can learn more about the full scope of this research here. Program Director Kim Kieffer and Senior VP & Director of BVK Chicago Tricia Lewis contributed to this blog post.

................................................

is a Senior VP, Director at BVK Chicago

Get updates from The Current

Which topics interest you?

Public Service
Travel & Tourism
Healthcare
Education
Recreation & Lifestyle
Consumer & Retail
Financial Services
Thinking Big
Submit

More from The Current

February 1, 2024

Brand is Experience: Your Actions Speak Louder Than Your Marketing

As a former provost, the best part of watching my university launch a new brand wasn’t seeing the new ads on social media o...

January 5, 2024

Top Topics 2024

Each year key themes rise to the top of the collective consciousness. Salient topics such as virtue-signaling skepticism, sel...

May 25, 2023

From Experience to Transformation

What Travel Brands Need To Know During the last 25 years the U.S. has been largely driven by the Experience Economy. One wher...

March 28, 2023

Travel Insights: Consumer Mindsets & Travel Behavior

One quarter into 2023, current consumer mindsets represent a unique blend of trepidation and optimism. These broad-based stat...

January 4, 2023

Top Trends 2022-2023 – Now & Next

As society continues its volatility, industries are being shaped by people’s shifts in mindset and behavior. The top trends...

December 19, 2022

Influencing Peer Perceptions for Dummies

In my first post, I talked about the higher education phenomenon of bashing all things rankings while at the same time hangin...

December 12, 2022

The Science of Why Peer Perceptions Affect Us

Before I dive into how to influence peer perceptions, I think it’s important to spend a little time understanding why p...

December 5, 2022

Cats, Jammies & University Rankings

In August, we post back to school pics. In December, we post matching jammies pictures. And at every possible moment, we ogle...

November 29, 2022

Travel Insights: Gen Z and How They Are Changing Travel 

The New Culture Makers Rethink Travel In this month’s issue we focus on understanding how Gen Z’s cultural values are alr...