How Millennials shop for healthcare in a digital world

© 2015 Nuance Communications, Inc. All rights reserved. 1
How
Millennials
shop for
healthcare

At 83.1 million, this year
Millennials surpassed
Baby Boomers as the
largest living generation.
(Tweet this)

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

In the age of
Facebook “likes”
and Instagram ♥s,
Millennials have
different
expectations when
it comes to their
healthcare.

To be successful,
providers need to know
what patients want and
expect from their
healthcare experience.

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.

So, let’s get to know
them.

What matters most to Millennials
in the patient experience?

Which, if any, of these factors contribute to better
medical care?
*This data is reflective of all age groups.
(Participants could select multiple responses.)

Listen up, doctors.
The vast majority of patients
say time for discussion
contributes most to better
care.
73%
(Tweet this)

There’s
just one
problem.

%
of patients feel rushed during their doctors’
appointments.

“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

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%

But even visiting their care
providers less often, their
experiences can leave a
lasting impression.

%
of young Millennials share their experience with
their friends – not their doctors or the healthcare
facility – when they are unsatisfied with their care.

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?

And what they say,
matters.

Ages 18 – 24
Ages 65+
Millennials are nearly 2X as likely to
trust personal recommendations when
it comes to finding a doctor. (Tweet this)

“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

The way we find,
consume, and
share information
has changed.

Millennials grew up in the digital era –
using online tools to inform their
decision making is second nature.

And, because they’re mobile, it’s
even easier for them to get access
to and share information online.

%
of Millennials own smartphones today.
“Mobile millennials,” Nielsen

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)

Whether
they’re
shopping for a
new pair of
jeans or for a
new doctor,
they will do
their
homework.

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

“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

So, in the age of
healthcare consumerism,
how do providers
influence Millennials?

“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

To find out more about patient perspectives on the changing
healthcare experience, visit:
The Art of Medicine: Healthcare from the patient perspective.
Learn more

How Millennials shop for healthcare in a digital world

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