Tips For Marketing Mental Health Services To Millennials


Mental health care providers who throw out stereotypes and get attuned to important nuances of marketing to millennials can find prime opportunities for engaging with this important demographic. 

Marketers in all industries are scrambling to find newer and better ways to reach millennials – now the largest age demographic in the country. Often dismissed as entitled kids with no attention span, these “kids” are now adults in their late teens to late 30s. They’re passionately pursuing careers, family, social causes, and life on their own terms. Marketers would do well to keep these important factors in mind when trying to spark interest and attention of millennials with your mental health messages: 

Millennials are ready to talk about mental health

As a whole, millennials are more aware of important mental health trends that affect them, more accepting of others with problems, and more willing to talk about their personal experiences than were previous generations. 

In a 2015 study by American University, 75 percent said they are open to discussing mental health issues. Both an opportunity and a challenge for mental health providers is the fact that more than half of the respondents saw the cost of help as a primary impediment to getting mental health care, and nearly as many said they do not know where to go for such care. 

Technology is an efficient tool for them

Right this minute, stop complaining about this generation staring at their phones and get your message ON their phones. Reaching people when they most need help and are ready to ask for it has always been problematic in addiction and mental health treatment; mobile technology is a god-send for leaping over this barrier. 

To meet millennials where they are, build your brand strategically through social media and digital channels so you are as close as a click when someone is ready to ask for help. This may mean re-thinking your marketing approach to better appeal to a digital generation. How is your Instagram and Twitter game? Does your Facebook account appeal to younger, individual consumers? Is your web page optimized for mobile devices? How about an app that makes navigating your information a breeze? Do you have a blog or a podcast addressing trending issues from experts in your organization? Which brings us to…

Credibility and authenticity are key

The generation that grew up in a digital world is not only tech-savvy, it’s information savvy. Unlike older generations, they actually learned in school how to differentiate credible voices from internet noise.They are influenced by respected peers, authentic stories, compelling data and experts who have established their trust.

Millennials also tend to be more supportive of businesses that show genuine social responsibility. For a mental health facility, that could mean a high-profile suicide prevention campaign, a school-based anti-bullying initiative, or community support groups and outreach. Don’t just provide these important resources, make sure to promote awareness of them in your community.

Millennials are aware, engaged decision makers who at some point will either need your services or know someone who does. Make sure they know your story; then be as close as a click when they need your help.

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