LEARNING AND DEVELOPMENT

Building Trust and Engagement with Millennial HCPs

The healthcare landscape is undergoing a seismic shift that’s rewriting the rules of engagement.  This transformation is driven by technological breakthroughs, increased patient expectations, and a younger leadership workforce. Millennial (aka Gen Y) Healthcare Professionals (HCPs), born between 1981 and 1996, now represent a staggering 50% of all practicing HCPs in the U.S. As Millennials are taking on more leadership and decision-making roles, how we sell to, communicate, and engage with this younger, digital native HCP has changed.

As we explore the preferences and work styles of millennial healthcare professionals, it’s critical to acknowledge the vast diversity within this generation. Millennials, like any demographic cohort, are not a monolithic group; their perspectives and behaviors are shaped by their individual experiences, cultural backgrounds, and personal values. Therefore, while we aim to highlight patterns and trends observed among millennial HCPs, we do so with the understanding that these insights do not capture the full complexity or the unique nuances of every individual within this group. Our goal is to offer a broad overview that respects the rich tapestry of experiences that millennial HCPs bring to the healthcare field, without oversimplifying or overlooking the multifaceted nature of their contributions and needs.

Millennial Influence in Healthcare

With millennials constituting a significant and growing portion of healthcare leadership in the workforce, their preferences and expectations reshape how we communicate with them. As more millennial HCPs advance in their careers, their influence on healthcare practices and decision-making will only increase. Therefore, by understanding and meeting these expectations, pharmaceutical sales teams can establish trust and foster more productive, long-lasting relationships with HCPs, ensuring their future relevance and success.

As the first generation to grow up with widespread internet access, millennials bridge traditional medical practices with emerging technologies. Millennial HCPs often champion interdisciplinary approaches and are more open to integrating alternative medicine with evidence-based treatments. They prioritize diversity and inclusion in healthcare, pushing for greater representation at all levels. Shaped by events like the COVID-19 pandemic, they bring unique perspectives on healthcare accessibility and public health. Their unique worldview and expectations aren’t just influencing healthcare delivery; they are fundamentally reshaping the future of medicine, emphasizing collaboration, innovation, and holistic patient care.

Tech-Fluency and Communication Preferences

As digital natives, millennials expect seamless digital interactions and quick access to information. According to a 2022 Physician Insights Report, 75% of millennial HCPs even use social media for business, bringing up-to-the-minute experiences from colleagues and industry leaders into their decision-making processes.[1]

The tech-fluency of millennial healthcare professionals (HCPs) significantly impacts how pharmaceutical sales representatives should engage them. This tech-savviness drives a shift in expectations and preferences in communication, information consumption, and decision-making processes. Understanding these implications is crucial for pharmaceutical sales teams. To stay competitive, they must adapt their strategies to leverage digital tools and platforms that provide quick, accessible, and relevant content. Here are some key considerations:

Approach to problem-solving and innovation. Millennials are innovative problem-solvers who embrace new ideas and technologies.  They are open to experimentation and are not afraid to disrupt the status quo to find better solutions.

Ethical and sustainable practices are important to millennials.  They prefer to work for and with companies that prioritize social responsibility and sustainability.

Diversity and inclusion are fundamental values for millennials.  They expect their workplaces to reflect these principles and support initiatives that promote equity and inclusivity.

Engaging Millennial HCPs: Best Practices

1. Leverage digital communication channels to engage millennial HCPs (to the greatest possible extent and with strict adherence to government restrictions and regulations and company guidelines). This includes using social media, mobile apps, and other digital channels to communicate and share information.
2. Offering personalized experiences is key to engaging Millennials.  HCPs may expect a more personalized approach that acknowledges their unique needs and challenges. Sales reps should be prepared to show how their products or services can specifically benefit the HCP’s practice and their patients.
3. Emphasize value-based selling that focuses on a product’s benefits and outcomes rather than traditional sales pitches.  This approach aligns with their desire for meaningful, impactful work.
4. Focus on the patient. 60% of millennial doctors surveyed are more likely to see a rep if they offer important programs for their patients (samples, co-pay, etc.) [5]
5. Be mindful of Millennial HCP’s values and goals as it pertains to sustainability and social responsibility, to foster stronger connections and trust.
6. Data-Driven Discussions. This generation values transparency and is likely to question the data supporting a product’s effectiveness, safety, and cost-effectiveness. Be prepared to provide comprehensive, yet understandable, data to support their claims.
7. Respecting the time and communication preferences of Millennial HCPs is essential for building trust and maintaining engagement.
8. Tailor information to be concise, relevant, and valuable.  Focus on delivering key insights and data that directly address their needs and interests.  This approach respects their time and enhances the perceived value of the interaction.

Transparency and Authenticity

According to Millennial Mindset by Syneos Health, 86% of Millennial physicians value transparency and authenticity from pharma above all else.[4]  This statistic underscores the critical importance of building genuine relationships with millennial HCPs.  It suggests that approaches prioritizing open communication and honest dialogue about both the benefits and limitations of treatments are likely to resonate more strongly with this generation of healthcare professionals.

The Bottom Line

Engaging Millennial HCPs effectively requires embracing technology, personalization, and transparency.  As this generation reshapes healthcare, commercial pharma teams must adapt their strategies, moving towards more consultative and value-driven approaches.  By aligning with Millennial values and providing ongoing support, pharma teams can build trust, foster stronger relationships, and achieve better outcomes in this evolving landscape.  Ultimately, understanding and meeting the expectations of Millennial HCPs is crucial for long-term success in the pharmaceutical industry.

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PDG is grateful to have a bench of experts with deep knowledge in this topic area. We especially thank Amy Badovick and Mercy Ehrler for their contributions and insights into this article.