Marketing Health Care Conferences to Millennials
•Download as PPSX, PDF•
1 like•253 views
These slides were originally presented during PCMA EduCon in June 2018. The session covered how to design and marketing health care conferences to multigenerational learners. These slides focus on marketing to Millennial learners with some attention given to data, psychographics, and marketing best practices to consider. There is alot more information we discussed during the session that is not included on the slides, if you'd like to discuss simply email me at glenn@chargeaheadmarketing.com.
Recommended
Recommended
More Related Content
Similar to Marketing Health Care Conferences to Millennials
Similar to Marketing Health Care Conferences to Millennials (20)
Recently uploaded
Recently uploaded (20)
Marketing Health Care Conferences to Millennials
- 2. Brought to you by Designing Events to Engage All Demographics While Looking to Future Audiences GLENN LAUDENSLAGER IV, MBA, Charge Ahead Marketing
- 3. Age 20-39 – 27.1% of population, 87.6 million Age 40-59 – 26.1%, 84.3 Age 60-79 – 17.6%, 56.9 Source: U.S. Census Bureau, American Community Survey, 2016 Population Data
- 4. Hospitals – 7.042 million – Average age: 42.8 Health Care Services – Practices, outpatient, nursing, LTC, home health, etc. – 10.359 million – Average age: 42.9 Source: Bureau of Labor Statistics, January 2018 Health Care Workforce
- 6. Born between 1981-1996 – Ages 22-37 Ages 5-20 on 9/11 Ages 12-27 when Obama elected Largest segment of U.S. labor force – 35%, 56 million Will overtake Boomers as largest population segment in 2019 – 73 million Still growing, partly due to immigration Peak size = 2036 – 76 million What is a Millennial? Source: Pew Research Center
- 7. Many entered workforce at height of economic recession Most racially and ethnically diverse adult generation in U.S. history Came of age during Internet explosion – Adapted to constant connectivity, on-demand content – 73% think the Internet has been good for society How Are Millennials Unique? Source: Pew Research Center
- 8. In or Entering Their Prime Spending Years
- 12. Communicate your event’s unique value. Visual. Didactic. Interactive. Make Them See Make Them Smarter Make Them Experience
- 13. Active in social media Show hands-on learning in action Visually include all demographics in your marketing Make Them See
- 14. Focus on people (Millennials) – Who does the learning look like? Make Them See
- 15. Focus on product (Boomers) – What does the learning look like? Make Them See
- 16. Communicate how attendance benefits career aspects Explain how learning styles differ among generations Share event content all year long Make Them Smarter
- 17. Bring them directly into what’s dynamic about the learning Make Them Experience
- 18. 35%+ across segments trust user-generated content Make Them Experience
- 19. Your conference is a brand. It has a yearlong lifespan. A key part of educational design = effectively repackaging event content to have value all year long. Content Marketing. A mandatory part of today’s educational design toolkit.
- 20. What do you really know about your customers? Demographics Psychographics Gender Location Income Specialty Age Fitness Expert Enjoys Travel Values Colleagues Loves Bargains Big Pinterest Fan
- 21. Thank You! Please complete the session evaluation in the mobile app by selecting the clipboard icon on the red toolbar with the session page.
Editor's Notes
- Basic age grouping from Census Data Just sets a baseline and shows how the population is distributed
- In 2017, health care became the largest source of jobs in the U.S. Not unexpected, due to aging of the population and the continued growth in health care spending Perspective: In 2000, there were 7MM more workers in manufacturing than health care At start of the Great Recession, there were 2.4MM more workers in retail than health care BLS: Of the 10 jobs projected to see fastest % growth in next 10 years, 5 are in health care HC sector is projected to account for 1/3 of all new employment So that’s how the data looks in the big picture. If you’re an education provider in health care, there is a lot of data on your side In this session, part of our focus is on looking ahead to future audiences, so I want to hone in for a minute on Millennials
- This group represents an opportunity for your health care conference both right now and well into the future BEFORE WE DISCUSS MILLENIALS IN GREATER DETAIL Generations = analytical constructs Not an exact science Sometimes you see different parameters or boundaries Sometimes takes time for precise measurement and boundaries to emerge I use research data from Pew Research Center There are various research organizations out there of course Pew does good work across all the markets and topics they cover Have a lot of respect for the great work they’ve done in health care over the years Their work on population groups in particular is well done
- Lets start with some basic demographics and psychographics to frame this generation Pew research defines millennial as being born between 1981-1996 Formative years shaped by key political, economic and social factors Example: youth vote helped make history and elect Barack Obama Many young immigrants are expanding its ranks Adding more numbers to this group than any other More than 17MM are moms, and they are more likely than older generations to say that parenting is rewarding and enjoyable Will remain in growth mode for another 18 years Last stat alone validates this group from a business & strategy perspective If you develop education tailored to this group’s learning preferences, you will have sustainable demand for a very long time
- 7
- Millennials are entering their prime spending years Huge opportunity for education providers who develop compelling learning experiences Given the growth projections for this group and how long they can become potential customers More likely to prefer and more willing to spend money on experiences Over transactional interactions and material things 72% of millennials would rather spend money on experiences than on material goods (Forbes) Why is that? Part of reason = experiences are also what people increasingly use to define themselves across social channels High percentage dedicated to wellness Dovetails in w/ preference for experiences Make up majority of fitness wearables owners, highly involved in managing their own healthcare Even retailers responding to this trend – Saks Fifth Ave in NYC has a first-of-its-kind space in its store dedicated to health, beauty and fitness experiences The Wellery – take fitness classes, get beauty treatments, tryout workout gear, & much more Constantly refresh the space and the experiences every few months These trends align ideally for people in this room who are experts in creating events Prime spending years, look for meaningful experiences, and look to optimize wellness
- For Millennials it’s about Access, not Ownership Uber, Zipcar, Citibike, AirBnB Goldman Sachs data Less likely to buy luxury goods, more likely to buy experiences Less likely to own homes, more likely to rent 60% either don’t intend to purchase a car or are indifferent about it 55% either don’t intend to purchase a TV or are indifferent about it WHAT DOES THAT MEAN FOR EVENT DESIGNERS AND MARKETERS Millennials are renting space at your event every year If your experience isn't compelling, they’ll find another experience next time You have to refresh and reinvent and improve to fit the experiential learning needs of this group On top of that, a high percentage of Millennials are influenced by price, more so than other groups (80%, Forbes) 2/3 say they will switch brands if they are offered a discount of 30% or more. (Forbes)
- Pioneered comparison shopping Reviews, price comparison, product info Looking for maximum convenience at lowest cost Looking for maximum experience for appropriate cost 57% compare prices in store Much more likely to use mobile phone as primary device to consumer media and information WHAT DOES THAT MEAN FOR EVENT DESIGNERS AND MARKETERS If they comparison shop for groceries and cars, don’t you think they also do that for conferences? In your event design and in your marketing, you have to demonstrate how you meet the expectations we just discussed Highly influenced by price… be ready to test offers and tailor your marketing Highly interested in wellness… our conferences are all about helping clinicians optimize outcomes, so how can you incorporate health-centric themes and experiences into your own event Hands-on in managing their healthcare… let them help customize or manage their learning experience, through things like an app or through the event itself One final piece of data to share For Millennials, top predictors for a return visit to a clinic include wait times, service quality, follow-up care, and Wi-Fi connectivity These are also all the same things that are well within your control as event designers and marketers
- We’ve covered a lot on demographics of Millennials, learning preferences, teaching styles and more Now let’s talk about marketing If you spend time and resources building an event that is geared towards multigenerational learners and includes dynamic learning formats, you have to apply the same criteria to how you approach marketing for the event Otherwise it will be much more challenging to realize all the dynamic promise the event offers You already know that you have learners whose preferences span auditory, visual, and kinesthetic You have to use a marketing strategy that meets them at those preferences And applies the same design principles you used to create the conference learning In terms of marketing, I think about it in terms of three different facets… Make them see Make them smarter Make them experience
- 13
- Two other brief points I want to highlight in terms of visual engagement Data cited recently in Adweek points to Millennials responding more favorably towards images with people So one of the questions you want to answer in your marketing is “who does the learning look like” [[CLICK]] Here some example of the types of images that answer the question “who does the learning look like” Again these are social media images, but you want to apply this same approach to all marketing channels and tactics, including print and email
- Along those same lines, that same data from Adweek shows that Boomers respond more favorably towards images with products So another question you want to answer in your marketing is “what does the learning look like” Here are some examples of images that answer that question [[CLICK]] For those demographic segments and learners who are visual and who want to see the “product”, show : Your event venue itself Session materials Posters Bring to life some of the tactile aspects of your events
- 16
- When I say make them experience, I think about how engage those kinesthetic learners, and how you can appeal to their experiential preferences through marketing [[CLICK]] For example, at APA there are stations where Alexa can answer your questions, and sessions led by Improv experts and sketch artists Those things can be challenging to consistently convey to learners That’s where video comes in [[CLICK]] Obviously an effective way to help people experience what the event is like Here are some static images from videos on the APA’s Youtube channel that highlight their Innovation Zone Good job of showing Millennials, showing multigenerational learns, and describing the sessions and learning formats
- Also keep in mind how to harness your attendees. That same study in Adweek cites a high percentage of users who trust user-generated content. Among Millennials the figure approaches 50% Again going to cite an APA example you can find on their Youtube channel [[CLICK]] One of their session formats is a Shark Tank, where tach-savvy clinicians pitch a panel with technology-centric ideas to address global mental health needs The faculty who lead the panel developed a very hands-on video, that has high user-generated content value, and it explains the whole session and invites people to submit entries Provides a very insider type look at how the session works and what it involves The next example I’ll share is not a video, but it also involves user-generated content [[CLICK]] Our clients up in Maine have an exercise as part of their nursing preceptor training where they have learners across generations express through imagery what they imagine it’s like to be a new nurse They share many of the best concepts through social media as a way of giving people an inside look at the training I don’t know about you all, but I have a lot of friends in nursing, and this is hilarious And every one of them would say it’s true So again, when you design your event, imagine ways in which user-generated content plays an important role, and allows you to repurpose that content Again this is a model example for how educational design and marketing work together
- Taking it even a step further… I submit to you that content marketing is a required skill today in educational design In health care especially, you have the opportunity to win customer and deliver educational year long [[CLICK]] Too many events check out after their 1 or 3 or 5 day run, and then pop up six month later with a marketing campaign and expect to remain relevant It is getting harder and harder to grow or even remain competitive with that approach You have to use content marketing to develop a funnel of learners that you can upsell into your live events How you do that is by simply taking some of the knowledge and expertise you share in your event, and repurposing it into formats that you make available as free downloads This provides easy entry points for new potential customers And even for current customers, it lets you build a richer profile of their interests, learning gaps, experience levels, career trajectory, and more And that brings me to my final point , where I want to challenge you with this question… [[CLICK]]
- Not only this question, but also… How can you learn more about your customers & how can you use what you know more effectively? The reality is there are two sides that you need to know to have a complete picture [[CLICK]] Demographics – “Who your customer is” All the easy stuff we know about our customers We know Dr Smith is woman, lives in Ohio, makes $200K/year, is an eye doctor, and is 28 You can certainly use this information to personalize marketing and market your event There’s a whole second part of the picture [[CLICK]]…and that is Psychographics What if you also knew That Dr Smith loves traveling, values learning alongside her colleagues, and loves bargains Wouldn’t that potentially change the way you market and sell your event to Dr Smith? Of course it would…and in today’s marketplace, if put your time and resources into creating a dynamic event, you need this more dynamic marketing approach to market your event to increasingly complex and dynamic learners who are increasingly difficult to reach The challenge is how do you get this info…there are several ways…of course you can survey people But also here is an effective use for the content marketing approach we just discussed Use content that is free, and has perceived value, in exchange for profile data that enriches what you know about your customers