Millennials will force large-scale change on the US healthcare industry. With easy access to information and more choices than previous generations, these digital natives are often frustrated by what they perceive as an opaque and outdated “analog” system of care, according to a new eMarketer report, “Healthcare Marketing to Millennials: Reaching Digital Natives in the Age of the Affordable Care Act.”
The US government has made no secret that the long-term viability of the Affordable Care Act (ACA) will depend upon getting millennials to enroll and stay signed up. So far, these efforts have been modestly successful. Q2 2014 data from Gallup-Healthways Well-Being Index, collected after open enrollment ended, showed that the percentage of uninsured millennials had dropped several percentage points since late 2013. Some 18.7% of 18- to 25-year-olds were uninsured (down from 23.5% in Q4 2013), as were 23.9% of 26- to 34-year-olds (down from 28.2% in Q4 2013). Read the rest at eMarketer.