Reaching Younger Generations

Reaching Younger Generations

Data shows different age groups have different communication preferences

Healthcare is a lifelong endeavor, beginning at a young age, through adolescence, adulthood, and laterlife. A critical component of providing care means reaching out to patients at a young age to schedule proper procedures. With each generation preferring one form of communication to another, finding the most effective method can be difficult, whether it’s letters, phone calls, or emails.

For GI professionals, reaching patients of younger generations can be a challenge, as GI health is often not thought of in their daily lives–even to adults who are now eligible to receive their first colonoscopies. However, steps must be taken to reach them. Below are ways to reach different age groups to provide GI education and schedule procedures.

Young Adults (Ages 18—25)

Younger adults have been the biggest drivers of change in healthcare in regard to patient experience. Across the industry, healthcare providers are moving from physical documentation to digital alternatives.

This younger age group can be most easily reached digitally, mainly through social media. Some healthcare advocates are maximizing social media to spread awareness and educate young patients. While not a healthcare provider, Elizabeth Wachsberg, who has fought cancer multiple times since a young age, uses TikTok to share her story and encourage others to receive colonoscopies, with over 5,550 followers and 84,000 views.

TikTok has quickly become a favorite of this group. With the proven efficiency of videos for dispersing information, social media has become an important tool for doctors to reach patients when it comes to getting the word out about important healthcare information.

Late 20s (Ages 26—30)

Research shows that younger generations are more proactive regarding their health. Patients in their late 20s have also shown to be more proactive than reactive. This group can still be easily reached via social media but is more inclined to reminders and patient education materials. Those who have a family history of GI diseases, such as colorectal cancer, may be more willing to schedule a procedure or visit through a phone call or text reminder.

Middle Adults (Ages 30—45)

Patients in this age bracket are now eligible (or soon to be) to receive their first colonoscopy. This group should be reminded regularly of the importance of receiving a colonoscopy and its place as the “gold standard” of colorectal cancer prevention.

In this group, social media is a less effective tool to make contact, though it should still be utilized. Unlike the above groups, email becomes a more prominent tool for communication between physicians and patients in the middle adult age range.

Physicians meet with patients of all ages and while reaching younger generations can be difficult, proper planning can help every patient continue to be informed and educated on their health.

Ways to Reach Patients

Ages 18—25

• Create and develop a social media presence (TikTok, Instagram).

• Utilize your social platforms to encourage patients to schedule procedures and provide education.

• Use text message reminders over traditional print mail to schedule appointments.

Ages 26—30

• Print mail, in combination with digital reminders, can increase patient retention and satisfaction.

• Emails are more effective in this age group in comparison to younger audiences.

Ages 30—45

• Maximize email and schedule reminders that can link to popular apps like Google Calendar and Apple Calendar.

• Phone calls are more helpful for this age group.

• Send educational materials about colonoscopies and the importance of these procedures through email.

For more patient best practices, the latest GI industry news, and more, check out our blog at pegijournal.com.