For the first time in history, five generations are living side by side. It’s no secret that the year in which you are born plays a large part in shaping how you move through life. The world in which you were raised influences your perception, your relationships, and your approach to day-to-day situations. Being in the unique position of having so many generations co-existing, comparisons will naturally be made and studied. The differences among these age groups are significant and, with regard to marketing, reaching everyone across the board with the same strategy or content would be extremely challenging.
Let’s take a closer look at millennials, undoubtedly the most discussed generational group. The following is a list of just some of the characteristics that millennials tend to possess:
- Desire to make an impact / do work with purpose
- Value diversity
- Comfortable with technology
- Highly educated but likely in debt
- Prefer a more modern and flexible work environment
- Care about their health
- Not shy about sharing their lives online
As the youngest of the generational breakdowns to be parents, millennials represent those with the majority of today’s youngest children. Therefore, it is important to keep the above millennial characteristics in mind when planning a clinical trial for younger adolescents. Basic (but crucial) elements such as channels of communication chosen in a marketing strategy can tank a trial’s patient recruitment efforts.
More so than any generation before, millennials parents are likely to have a full-time job. Juggling career, family, and health issues can be taxing and draining. The last thing a millennial parent wants to do is be pulled away from work for hours upon hours and put their job (and livelihood) at risk. If you want to attract parents of young children to your clinical trial, you need to ensure that the commitment can be made flexible. How can the research be collected in the fewest number of visits? Will required visits always take place on school days? Consider bringing digital health, such as remote sessions with doctors, into the mix to help ease the burden of the process for these busy parents.
Meet Them Where They Are
Meet millennial parents where they are and communicate with them in ways that make sense. How do they like to receive information? Email? Phone call? Patient portal? Use this to guide how you communicate important trial aspects such as site information, upcoming appointments, schedules, and patient information. Facebook groups specific to the condition that you are studying can also be very beneficial to your communication with millennial parents. What questions are they asking? What concerns do they have? What are they looking for in a care provider? Be advised – Facebook groups are not an avenue through which you should promote a trial. They are opportunities for you to listen and learn.
Millennial parents stay incredibly informed – especially when it comes to issues concerning the health of themselves and their loved ones. They are accustomed to doing their own research and finding the information they need in a short amount of time. It’s your job to keep pace and try to anticipate what pieces of information they will likely be looking for. Cover this information directly, clearly, and with brevity in all of your marketing assets. When millennials feel that you understand them and are on their level (as opposed to being out of touch or talking down to them), then the trust can build.
There are a lot of stereotypes being thrown around about Millennials, many unfairly so. Millennial parents, regardless of whatever characteristics this generation may possess, are like any other parents when you get down to it. They want the best care possible for their children. That is always the most important thing to keep in mind.
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