A Prescription for Marketing to Millennials

posted by Pivotal Health Solutions on Friday, September 11, 2015

Millennials are taking their health into their own hands.

A new Cassandra Report, "Body, Mind, Soul," finds that young adults spend about a quarter of their disposable income on health and wellness—but not in a traditional health system. Instead, they are focusing on technology, healthier food, wellness brands and going outside of traditional systems to ensure their own health.

The report also found that 57 percent of millennials don't trust insurance companies, 72 percent worry that current health systems won't help them when they're seniors, 79 percent would feel guilty if they weren't healthy enough to spend time with their children and 78 percent agree that their health is something they can take control of. 

Further, 30 percent go online to find information about health and wellness, and 77 percent want brands that make their lives happier and better.

While much of the study focuses on specific brands and healthy eating, the findings have applications for complementary medicine. There's a clear opportunity for chiropractic, massage, low-level laser therapy and other modalities to present themselves as brands outside of traditional health care that can help millennials maintain their health and wellness.

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New Cassandra Report research released by digital agency Deep Focus finds that millennials spend nearly 25 percent of their disposable income on health and wellness, but because they often don't trust the healthcare system, they are finding different ways to ensure their own wellness.

Those ways include using technology to track their fitness and splurging on healthier food and clothing products from brands that promote wellness as part of their core mission.

The study presents data on how millennials are impacting the healthcare market and how brands can connect with these health-conscious consumers.

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This article excerpt, by John Consoli, originally appeared here: http://www.broadcastingcable.com/news/currency/mbpt-spotlight-prescriptions-marketing-healthcare-millennials-cassandra-report/142547.