Millennials are an active generation with a knack for digital technology, and they’re emerging as a key audience for orthopedics.
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That's according to the new orthopedics consumer insights study from CoxHealth, a healthcare center owned by AJC parent company Cox Media Group.
The nationwide study, which included online self-reported responses from 2,000 adults, including 356 millennials ages 18-33, found that the age group’s demand for orthopedics service is growing.
“Understanding how to reach the millennial audience is important for many of our healthcare clients today,” Walt Phillips, CMG healthcare executive director, said in a news release. “Our survey reveals how open this generation is to media influences, yet how critical it is to leverage an omni-channel approach before and even after the orthopedic surgical experience. Provider messaging must engage and connect with patients during the moments that matter in their journey.”
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The survey found the age group is especially health conscious. Reducing stress is the top priority for millennials, participants reported. Forty-four percent said they needed better nutrition and diet. And 38 percent said they want to improve their fitness level.
Millennials are also more likely to have a hip or foot/ankle injury than other generations. In fact, 30 percent of millennial injuries were hip-related. Twenty-four percent involved the ankle or foot.
The study found that millennials are more likely to choose a hospital or clinic before a physician.
And they’re looking for a “retail-like experience” when it comes to health care. That means easy scheduling and convenience.
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So what influences millennials to choose a provider?
According to the research, nearly 40 percent said good advertising, especially digital ads, helps them make their decisions.
They’re also particularly moved by personalized health care stories and hospital accolades.
Explore more from the CoxHealth study at coxhealthmarketing.com/orthopedic-study.
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