![\"\ud83d\udce3\"](\"https:\/\/s.w.org\/images\/core\/emoji\/14.0.0\/svg\/1f4e3.svg\")
<\/strong>FAST FACT:\u00a0Audio ads drive\u00a0<\/em>24% higher recall<\/em><\/a>\u00a0on average compared to display ads.<\/em><\/h3>\n<\/p>\n
5 REASONS TO DIAL INTO GEN Z AND MILLENNIAL PROSPECTS<\/h2>\n
While they may not have hit peak profitability yet, reaching and retaining younger healthcare prospects is vital for future growth. Here\u2019s why:<\/p>\n
- \n
- They Dominate the Population:<\/strong> True to their name, baby boomers (born 1946\u20131964) were the biggest generation in the U.S. until 2019. Since then, they\u2019ve been gradually overtaken by millennials (born 1981\u20131996) \u2013 and when you add in Gen Z (born 1997\u20132012), these younger generations make up the majority of the population. For healthcare organizations looking to forge enduring relationships, demographics are destiny.<\/li>\n
- Many Are in Their Prime \u2018Adulting\u2019 Years:<\/strong>\u00a0The term\u00a0millennial<\/em> might still evoke images of disaffected youth, but many are now nearing or over 40, well-established in their professions, raising families, and in need of a variety of healthcare services. Within Gen Z, many are aging out of their parents\u2019 healthcare plans and need guidance from their healthcare providers. Spotify ads focused on educational outreach can help build credibility toward a longer-term trusted relationship with these prospects.<\/li>\n
- They Take Things Into Their Own Hands<\/strong>:\u00a0A huge percentage of millennials don\u2019t have a primary care provider. In fact, 38% say they trust their peers more than medical professionals, and 55% believe online health information is as reliable as information from a doctor. In fact, they are twice as likely to act on advice they find online or on social media sites. For many in this generation, the COVID-19 pandemic was a jarring experience that only fomented this mistrust. Spotify advertising allows you to reach this audience with pertinent messaging where they hang out.<\/li>\n
- Wellness Is Where It\u2019s At:<\/strong> Millennials have a different outlook on health than older generations. Seventy-seven percent prioritize activities like eating healthy and avoiding \u201cbad for me\u201d foods altogether. Moreover, millennials highly value holistic and nontraditional forms of healthcare, such as fitness perks and homeopathic medicine, showing that they are dedicated to total well-being. Millennials strive for a mental and physical balance when it comes to wellness, which healthcare systems can help them achieve.<\/li>\n
- They Need the Care You Can Provide:<\/strong>\u00a0For all their talk of tech, younger consumers desire genuine human connections. They might prefer mobile tools for day-to-day transactions, but when it comes to decisions about their healthcare, they\u2019re more likely than their Gen X and boomer counterparts to demand personalized attention, continuity, and transparency. As their healthcare provider, that\u2019s already your strong suit.<\/li>\n<\/ol>\n
<\/strong>FAST FACT:\u00a0Only 28% of Gen Z thinks their health plan values their personal and mental health.<\/em><\/h3>\n<\/p>\n
5 WAYS TO AMPLIFY YOUR MESSAGE WITH SPOTIFY<\/h2>\n
Here\u2019s how you can use this popular audio platform to engage with your ideal audiences:<\/p>\n
- \n
- Go Mobile-First:<\/strong> What better way to promote your institution\u2019s digital services than on a digital channel? Position your Spotify ads to focus on your tools that make routine tasks easier, like teleHealth, online appointment scheduling, and mobile health applications. In combination with broader messaging, this can boost brand awareness as well as your credibility as a healthcare organization that people can trust.<\/li>\n
- Focus on Device Type:<\/strong>\u00a0As we\u2019ve noted, Spotify\u2019s overall customer base trends young. But you can further home in on Gen Z and millennial audiences \u2013 while avoiding age-related targeting restrictions \u2013 by sending ads only to mobile devices. Boomers may be the fastest-growing segment of smartphone owners, but they\u2019re still at 61%, while Gen Z and millennials are holding steady at around\u00a095% of smartphone owners<\/a>.<\/li>\n
- Target by Topic:<\/strong>\u00a0Most people equate Spotify with music, but it\u2019s also increasingly the go-to platform for podcasts \u2013 especially for members of Gen Z, who prefer Spotify to Apple\u00ae Podcasts by a\u00a0wide margin<\/a>. This presents an opportunity for highly granular targeting, like serving up more sophisticated messaging and to start earning trust with this audience. Not surprisingly, this generation overwhelmingly wants to be communicated to with digital channels (41% prefer email, and 34% prefer text communications from their health plan).<\/li>\n
- Seize the (Micro) Moment<\/strong>: Audio plays an integral role in many everyday activities like driving, studying, cooking, cleaning, and exercising. Many users have specific playlists for these tasks, and you can target them by keyword to deliver perfectly timed pitches. Plus, you can take advantage of Spotify\u2019s contextual targeting capabilities to deploy multiformat campaigns that display complementary video and still-image content when users are actively scrolling.<\/li>\n
- Tap Into Psychographics:<\/strong> Custom playlists can also reflect transitory moods and mindsets. Someone listening to a playlist named \u201cCalming\u201d might appreciate a low-key message of reassurance, while \u201cSummer Dance Mix\u201d might call for something more irreverent and celebratory. Creative options like these are great for A\/B testing \u2013 you can try out two very different approaches and see which one drives more conversions.<\/li>\n<\/ol>\n
Stay tuned for\u00a0Part 2<\/a>\u00a0of this blog series, where we\u2019ll cover the different types of Spotify ads and tips for crafting ads that inform, entertain, and convert.<\/em><\/p>\n
<\/strong>FAST FACT:\u00a0Lightstream currently serves more than two dozen of the nation\u2019s biggest healthcare brands.<\/em><\/h3>\n
\nSince the earliest days of streaming, search engine marketing, and social media, we\u2019ve been helping healthcare systems use these powerful tools to their fullest potential. What are you hoping to achieve with your next marketing initiative? Reach out<\/a> to our digital strategists today, tell us your story, and find out how we can support your goals.<\/p>\n","protected":false},"excerpt":{"rendered":"
This leading music and podcast streaming service can be a valuable channel for community health systems to reach Gen-Z and millennial prospects.<\/p>\n","protected":false},"author":7,"featured_media":2486,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wds_primary_category":5,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-2478","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-healthcare"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/posts\/2478","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/comments?post=2478"}],"version-history":[{"count":5,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/posts\/2478\/revisions"}],"predecessor-version":[{"id":2487,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/posts\/2478\/revisions\/2487"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/media\/2486"}],"wp:attachment":[{"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/media?parent=2478"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/categories?post=2478"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/tags?post=2478"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
- Focus on Device Type:<\/strong>\u00a0As we\u2019ve noted, Spotify\u2019s overall customer base trends young. But you can further home in on Gen Z and millennial audiences \u2013 while avoiding age-related targeting restrictions \u2013 by sending ads only to mobile devices. Boomers may be the fastest-growing segment of smartphone owners, but they\u2019re still at 61%, while Gen Z and millennials are holding steady at around\u00a095% of smartphone owners<\/a>.<\/li>\n
- Many Are in Their Prime \u2018Adulting\u2019 Years:<\/strong>\u00a0The term\u00a0millennial<\/em> might still evoke images of disaffected youth, but many are now nearing or over 40, well-established in their professions, raising families, and in need of a variety of healthcare services. Within Gen Z, many are aging out of their parents\u2019 healthcare plans and need guidance from their healthcare providers. Spotify ads focused on educational outreach can help build credibility toward a longer-term trusted relationship with these prospects.<\/li>\n