By: Gabriela Perez, Executive Vice President
Millennials are rapidly becoming the largest and most powerful healthcare consuming generation in the United States (1,5). If you aren’t changing your strategy to meet the demands of this influential generation, you’ll likely be left behind. Before redesigning your strategy, it’s essential to understand the millennial mindset. Here’s what you should know:
What Millennials Want from their Healthcare
Millennials expect benefits and a healthcare experience that reflects how they interact with the world around them. In an era of same-day shipping and online banking, they are looking for an experience that provides options, convenience, instant gratification, and self-service (3, 4, 5). Healthcare organizations and employers wanting to lead the market need to better understand how to engage a population accustomed to real-time access to digital, trusted, engaging, and personalized information.
How to Adapt?
The cost curve is rapidly changing: Health plans and employers slow to address the specific healthcare needs of millennials are being hammered by a dramatic rise in infertility and maternity costs. New tools and resources are required to contain these costs and improve profitability. Organizations can address both trends by partnering with companies offering digital solutions designed specifically for this population. Given that 82% of births are driven by millennials, partnering with companies like Ovia Health makes good business sense (6).
Today, over 38% of US pregnancies are positively impacted by Ovia Health. By successfully incorporating the art and science of behavioral change, Ovia Health improves outcomes by sustaining long term engagement. The foundation of Ovia Health’s behavior change methodology is 50+ physician-developed, evidence-based clinical programs proven to drive early identification and proactive intervention. These modules help millennials conceive naturally, remain healthy throughout their pregnancy, support the identification of postpartum depression, and facilitate a smooth return to work. Leveraging machine learning to target the “right moment” in the parenthood journey — fertility, pregnancy, postpartum, and parenting — Ovia Health’s solution educates and activates participants to take action at critical times. And most importantly, it provides essential information and guidance the way millennials want to receive it -- on their phones -- resulting in daily engagement when it matters the most.
To learn more about what it takes to engage millennials, or request a demo, click here.
Ovia Health’s maternity and family benefits solution is the #1 health product for women and families. Learn how Ovia Health can help you meet the needs of this new generation.
- To learn more about Ovia Health for Health Plans, click here.
- To learn more about Ovia Health for Employers, click here.
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6 Women and Job-Based Health Fact Sheet; U.S. Department of Labor, 2013