I attended the White House Summit for Millennial Outreach and Engagement (1) earlier this week (9/27). There was much to enjoy about this event, and it’s encouraging to see focus on the importance of reaching out to young people at the national level. Some key messages resulting from research and expertise provided:
Make it easy: Young people use mobile technology, so have a site that works, and works well on mobile.
Meet people where they are: Embed messages, education, and alerts in streams of media and physical locations where the target market is already spending their time.
Engage people-like-me: Messages could be more easily trusted and presented in a relevant way when delivered by people from the target community.
These messages were connected with real examples from health plans and marketing vendors who have had some success at reaching Millennials. These findings ring true, and yet they feel familiar.
We’ve been talking with Millennials about their preferences and values around healthcare which has taken my thinking to a deeper place. Rather than doing a better job at convincing Millennials to buy traditional insurance products, we need to engage with Millennials and build the types of services they want. I suspect the result will create better healthcare for all of us. Really listening has helped me to see the inspiring spirit of this diverse demographic. There is so much potential in connecting the deep industry knowledge of Generation X and Boomers with the untethered ideals of the Millennial generation. (1)https://www.whitehouse.gov/photos-and-video/video/2016/09/27/millennial-outreach-and-engagement-summit