Lately, there’s been a whole lot of talk about the four distinct generations in the work force and the marketplace, and their different values and expectations.  But what does it mean for healthcare marketers?  In Friday morning’s general session, Michael Howe talked about the influences that have shaped the values of the Greatest Generation, Baby Boomers, Gen X, and Millennials, and how those values determine their expectations of the healthcare system.  As Mr. Howe points out, there are fundamentals that we all expect – quality, access, and continuity of care – but each generation also has other, unique demands related to convenience, affordability, and how they would like to be engaged.

For instance, the Greatest Generation wants direction, so it’s important to assist them in finding their way – through the system and through the facility. Baby Boomers desire engagement, so bring them into decision-making and the care process.  Self-sufficiency is important to the Gen X group, so give them tools and education that will enable them to help fix problems.  And, work on achieving a comfort level with online tools so that you can make the kinds of social connections that are important to Millenials. As Howe notes, if you don’t create the right experience based on what the different groups value, you won’t get them as customers.

For more on marketing to different generational audiences, check out Matching the Market: Using Generational Segments to Attract and Retain Consumers, a new Research Brief from Thomson Reuters.  Drawing on consumer and customer segment research, the report examines significant findings about how the four adult generations use healthcare, and highlights contrasting differences among the segments.