Rachel McLoughlin – The Impact of the Millennial HCP on the World
“We’re probably one of the most derided generations!”
Published on May 24, 2018
MILLENNIALS AREN’T JUST CONSUMERS in the healthcare world – they form a growing body of its professionals and providers as well. The VITAL Healthcare Marketing Conference recognized that this critical demographic shift would be important for marketers to become aware of, as these Millennial professionals are already changing the way that business is done in healthcare.
To address this shift, the conference needed a speaker who didn’t just have a background in healthcare marketing, but also was herself a Millennial with a solid understanding of the new tools and trends.
“We’re probably one of the most derided generations!” said Rachel McLoughlin, Digital Director at H4B Manchester, at the beginning of her talk, and yet later on she would go on to say that Millennials are “The most informed generation.” It’s a calamitous combination for Millennial healthcare professionals, or mHCPs, which were the focus of McLoughlin’s talk.
In spite of this derision, she described Millennials as digitally native, highly adept at using tools to find information, and even as “prosumer patients” who know a great deal more about their own health than the average layperson might have, prior to the age of the Internet. Indeed, these mHCPs represent the future of healthcare, and understanding what this future will be like depends on an understanding of the Millennial mindset.
One big future is found in data. The aggregate of data about patients and audiences as a whole is growing faster than the ability of tools to process and correlate this data. mHCPs are at the forefront of using personal and big data to create solutions such as predictive medicine; their highly informed, digitally native natures contribute to their understanding of just how important these new technologies and techniques are.
But technology isn’t the only thing to consider. Millennials are also a collaborative bunch, who are willing to engage and cooperate. This gives rise to the notion of a doctor-patient relationship as a partnership, rather than a hierarchy where one carries superior knowledge and authority. Through technology, mHCPs will be able to work with patients in a mutual and supportive capacity, and carry out this partnership not only in the healing of illness, but in the maintenance of health.
According to McLoughlin, these collaborative and digitally native attributes, alongside a tendency towards greater social consciousness, define the Millennial healthcare professional, as well as the appropriate way to market to Millennial patients.