1. Strategy & Leadership Millennial Generation
for the
By Dr. Patrick Michael Plummer Professor, Health Penn State-Harrisburg

2. What if…
What if you could completely redesign how healthcare was delivered without worrying about any baggage from our current system? What would you do?

3. 3 main areas to add Value
Cost
Delivery
Quality

4. Largest Generation in America, followed by Boomers
A Simple Definition & Perspective to get us started…
21-36 years old
90% of all new American mothers are Millennials
Generational Characteristics
Technology reliant, image-driven, multitasking, open to change, confident, team-oriented, information rich, impatient, adaptable
Largest Generation in America, followed by Boomers

5. The Big Idea & Your #1 Takeaway
Creating patient Value is the primary basis for sustainable competitive advantage over the next 20+ years. “Millennial Influence” will largely define that Value.

6. Agenda The Top 5 “Millennial-Influence” Characteristics
Biggest instigators and influencers on new market trends
Highly cost-sensitive
Greatly value convenience & simplicity
Technologically-savvy
Social-circle and homework-driven
Simplified 3-Step Strategic Planning Model
The Road Forward

7. The Takeaway: Competitors’ responses will ripple locally
Millennial Population Density
Harrisburg millennial population is similar to PA & US, but…
…the Harrisburg HC “Feeder” Geography has greatest Millennial Density in US
The Takeaway: Competitors’ responses will ripple locally

8. 2. Provider cost affects millennials’ HC decisions

9. Takeaway: Cost
No surprises here: Reduce costs. Become lowest cost provider.
High-Deductible Health Plans are creating greater price-sensitivity, and higher provider expectations
Use data to improve operations, change physician behaviors by examining/sharing their quality, costs and performance, especially in outpatient settings.
Case Study: Targeting Simplicity

10. 3. Convenience & Speed Rock#1
#39
Ouch! What a difference 30 minutes makes!
Source: Advisory Board, Primary Care Choice Survey

11. 4. Tech-Savvy & Early-Adopters

12. 5. Compelled to Share: Compete for the “Like”
Comfortable with collecting, curating, and sharing data
Physicians & Clinicians “fill-in-the-gaps” from Millennials’ own research

13. Millennials (and your future patients) want…
Faster treatment
Fewer appointments
Lower out-of-pocket

14. …and here’s where/how they’re getting it…

15. Case Study: Targeting Millennials
Introducing radical access to healthcare in the palm of your hand.
Schedule from 1,200 same-day no- wait visits at our ZOOM+Care neighborhood clinics.
Instant access to no-wait emergency visits with out ER doctors.
Find a ZOOM+Care Doctor for your urgent, primary and specialist care needs.
Get clear, transparent pricing.
View lab results and visit history, in the palm of your hand.
Rate your doctor and let us know about how your visit went.

16. Simplified 3-Step Strategic Planning Model
Does it differentiate ourselves?
Does it add value as perceived by the customer?
What is our goal?
Yes
Yes
GO NOW! No No
“Millennial Influence” will largely define sustainable competitive advantage

17. The Road Forward Download this presentation at:
(use search box for “CPBJ Healthcare”)
Feel free to contact Penn State:
Patrick Michael Plummer

18. References
What do consumers want from primary care? (Advisory Board, 2014)
Millennials as healthcare consumers (HIDA, 2016)
Healthcare marketers focus on emotion and interactivity to reach millennials (Advertising Age, 2016)
American millennials: Deciphering the enigma generation (Millennial Marketing, )
Who are the millennials & their top 5 trends (Amitrano, A, 2016)
Where are the millennials? (Garner, 2016)
What healthcare gets wrong about millennials (Fortune, 2016)
Millennial Survey: Young Adults’ Healthcare Reality (TCHS, 2016)