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How Millennials shop for healthcare in a digital world

Healthcare providers must understand their patients’ preferences, behaviors, and expectations in order to best meet their changing needs. New survey data reveals some of the key differences in patient behaviors and expectations between Millennials and Baby Boomers. So, what do providers need to know in order to ensure their patients are having an optimal care experience?

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© 2015 Nuance Communications, Inc. All rights reserved. 1
How
Millennials
shop for
healthcare
© 2015 Nuance Communications, Inc. All rights reserved. 2
At 83.1 million, this year
Millennials surpassed
Baby Boomers as the
largest living generation.
(Tweet this)
© 2015 Nuance Communications, Inc. All rights reserved. 3
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
© 2015 Nuance Communications, Inc. All rights reserved. 4
In the age of
Facebook “likes”
and Instagram ♥s,
Millennials have
different
expectations when
it comes to their
healthcare.
© 2015 Nuance Communications, Inc. All rights reserved. 5
To be successful,
providers need to know
what patients want and
expect from their
healthcare experience.
© 2015 Nuance Communications, Inc. All rights reserved. 6
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.

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How Millennials shop for healthcare in a digital world

  • 1. © 2015 Nuance Communications, Inc. All rights reserved. 1 How Millennials shop for healthcare
  • 2. © 2015 Nuance Communications, Inc. All rights reserved. 2 At 83.1 million, this year Millennials surpassed Baby Boomers as the largest living generation. (Tweet this)
  • 3. © 2015 Nuance Communications, Inc. All rights reserved. 3 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
  • 4. © 2015 Nuance Communications, Inc. All rights reserved. 4 In the age of Facebook “likes” and Instagram ♥s, Millennials have different expectations when it comes to their healthcare.
  • 5. © 2015 Nuance Communications, Inc. All rights reserved. 5 To be successful, providers need to know what patients want and expect from their healthcare experience.
  • 6. © 2015 Nuance Communications, Inc. All rights reserved. 6 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.
  • 7. © 2015 Nuance Communications, Inc. All rights reserved. 7 So, let’s get to know them.
  • 8. © 2015 Nuance Communications, Inc. All rights reserved. 8 What matters most to Millennials in the patient experience?
  • 9. © 2015 Nuance Communications, Inc. All rights reserved. 9 Which, if any, of these factors contribute to better medical care? *This data is reflective of all age groups. (Participants could select multiple responses.)
  • 10. © 2015 Nuance Communications, Inc. All rights reserved. 10 Listen up, doctors. The vast majority of patients say time for discussion contributes most to better care. 73% (Tweet this)
  • 11. © 2015 Nuance Communications, Inc. All rights reserved. 11 There’s just one problem.
  • 12. © 2015 Nuance Communications, Inc. All rights reserved. 12 % of patients feel rushed during their doctors’ appointments.
  • 13. © 2015 Nuance Communications, Inc. All rights reserved. 13 “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
  • 14. © 2015 Nuance Communications, Inc. All rights reserved. 14 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%
  • 15. © 2015 Nuance Communications, Inc. All rights reserved. 15 But even visiting their care providers less often, their experiences can leave a lasting impression.
  • 16. © 2015 Nuance Communications, Inc. All rights reserved. 16 % of young Millennials share their experience with their friends – not their doctors or the healthcare facility – when they are unsatisfied with their care.
  • 17. © 2015 Nuance Communications, Inc. All rights reserved. 17 0% 10% 20% 30% 40% 50% 60% 70% 80% Give feedback to provider Provide online feedback on experience 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?
  • 18. © 2015 Nuance Communications, Inc. All rights reserved. 18 And what they say, matters.
  • 19. © 2015 Nuance Communications, Inc. All rights reserved. 19 Ages 18 – 24 Ages 65+ Millennials are nearly 2X as likely to trust personal recommendations when it comes to finding a doctor. (Tweet this)
  • 20. © 2015 Nuance Communications, Inc. All rights reserved. 20 “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
  • 21. © 2015 Nuance Communications, Inc. All rights reserved. 21 The way we find, consume, and share information has changed.
  • 22. © 2015 Nuance Communications, Inc. All rights reserved. 22 Millennials grew up in the digital era – using online tools to inform their decision making is second nature.
  • 23. © 2015 Nuance Communications, Inc. All rights reserved. 23 And, because they’re mobile, it’s even easier for them to get access to and share information online.
  • 24. © 2015 Nuance Communications, Inc. All rights reserved. 24 % of Millennials own smartphones today. “Mobile millennials,” Nielsen
  • 25. © 2015 Nuance Communications, Inc. All rights reserved. 25 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)
  • 26. © 2015 Nuance Communications, Inc. All rights reserved. 26 Whether they’re shopping for a new pair of jeans or for a new doctor, they will do their homework.
  • 27. © 2015 Nuance Communications, Inc. All rights reserved. 27 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
  • 28. © 2015 Nuance Communications, Inc. All rights reserved. 28 “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
  • 29. © 2015 Nuance Communications, Inc. All rights reserved. 29 So, in the age of healthcare consumerism, how do providers influence Millennials?
  • 30. © 2015 Nuance Communications, Inc. All rights reserved. 30 “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
  • 31. © 2015 Nuance Communications, Inc. All rights reserved. 31 To find out more about patient perspectives on the changing healthcare experience, visit: The Art of Medicine: Healthcare from the patient perspective. Learn more