Attracting Millennials as Radiology Patients

According to Pew Research, millennials have surpassed the preceding generation to become the largest workforce bloc in the country. At the same time, many of them are aging out of being covered by their patients’ insurance plans. These two factors combined mean that radiology professionals are seeing a large influx of young people who are making their own health decisions for the first time. While these individuals share many similarities with other patients, there are some key differences that medical imaging professionals should be aware of, particularly when designing outreach campaigns and seeking to maximize engagement.

What is important to Millennials?

Cloud software giant Salesforce recently completed a study examining the factors that matter most to millennials when it comes to healthcare. It found that, by and large, technological investment was correlated with patient trust. Millennials are apt to believe that the more diligently a practice attends to its technological systems, such as medical billing software the higher the quality of provided care will be. Digital Radiography, as a discipline is in a good position to leverage its innate tech savvy nature for this generation. Thus, it behooves any clinic looking to make inroads with a younger generation to pay close attention to its digital offerings.

Why are Reviews Important?

In the past, a single negative interaction with a patient ended there. That person might not have returned, but the overall impact on the practice was relatively minor. At most, the patient might tell a few friends or family members, but as long as the incident was isolated negative repercussions were minor and easy-to-manage.

Today, however, people are increasingly likely to go to review sites such as Yelp or Google Local, or to share negative experiences on social sites, like Twitter or Facebook. These anecdotes can get shared widely within a matter of hours, and can in turn affect the purchase decisions of an entire network of people. It is therefore important to ensure that there is an open line of dialog between radiologist and patient. The last thing a clinic needs is to believe that people have left satisfied with the level of care they have received, only to then learn that they have shared a bad experience to their social networks.

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