EDITOR’S DESK

BY MARC ISKOWITZ Agenda

Register
now for
the next
Skill

Marketing to Millennials
Sets Live event, happening on
November 20 in New York. The
theme will be “Content Marketing
for Healthcare, Part II.” For more

P
information about the event, go
harma brand managers seeking closer of over and over again,” said Derek Flan- to mmm-online.com
ties with the 74-million-strong Mil- zraich, founder and CEO of healthy-living
lennial demographic should read this site Greatist.com.
month’s roundtable “Engaging the Digital They tend toward self-treatment: Mil-
Natives,” and a study released as we went to lennials exhibit “a greater prevalence to
press. Marketers may find the two helpful in reward,” said Allidura’s Danielle Dunne,
honing a message. Hint: mainstream health to “take a time out, treat myself to kind of
ads probably won’t appeal to this group. deal with different stress levels.” Dunne said The glitz and glamour of this
For mid-October’s “Millennial Mindset: Allidura’s research spiked, “such that Mil- year’s MM&M Awards Dinner
is over, but the glow of victory
The Worried Well,” Allidura Consumer and lennials were unique in that regard.”
remains. To see who took home
GSW surveyed those aged 13 all the way up They’re off the “grid”: Nielsen’s John Zat-
the silver, gold and platinum
to Gen-Xers and Baby Boomers. warnicki said his own research has revealed in a record 32 categories, visit
When it comes to the study’s namesake— a “slight distrust towards large corporate awards.mmm-online.com.
the Millennial—the exercise revealed these entities,” but at the same time Millenni-
insights: The HCP is not necessarily the als demand a certain level of corporate Keep up
answer, as 84% trust people they know per- responsibility. Once that bar is met, their with MM&M
sonally; 37% are likely to self-diagnose with loyalty toward product or service was “off on Twitter:
problems they don’t have, suggesting that the charts” compared to other generations. for industry
the generation that grew up with the web “It’s sort of like saying, ‘If I buy into your coverage and Awards,
is stressed from information message and I’m going to sup- follow ­@MMMnews.
overload. Gen Y wants port the product, you better do
Visit (and
“like”)
Takeaway—you need to companies the right thing.’” He summed
our F­ acebook page, Medical
key in on Gen-Yers’ social up the mindset this way: “’I’m
tendencies and offer sup-
to stand for a little off the grid…if I’m a
Marketing & Media (MM&M) and
join our LinkedIn community of
port without adding to the “important Millennial…but when I am the same name.
anxiety which ready access to missions and connecting with something
research has already caused. larger, I want to make sure It’s not too
Not surprisingly, Millennials
values” there’s a heightened sense of late to get a
prefer tools to information, a la Sanofi’s and involvement from that entity.’” copy of Octo-
AgaMatrix’s IBGStar glucose monitor that Their demands offer a way in: “Millen- ber’s Career
plugs into a user’s iPhone. nials are definitely confident and in many Issue. Be sure
to check out
For a deeper view, our Leadership ways entitled, right?” continued Flanzraich.
the 2014 Ca-
Exchange on reaching the digital native “There’s this sense of, ‘I don’t just want the
reer & Salary
plumbs some of the attitudes that seem to company to produce great products that Survey, where
fly in the face of “ask your doctor”: have amazing advertising that are super tech you can read about how rewarding
They’re the oomph behind the sharing savvy and totally get me. I also want them your peers are finding their work—
economy: Gen-Y’s distrust of the establish- to be sourced humanely and smartly. I want both financially and personally.
ment is one reason behind the success of the company to stand for a really important Plus: What do healthcare agencies
upstarts like Uber, Lyft and Airbnb. “Mil- mission and value.’” really want? We look at how the art
lennials are really powering that economy It struck me that some of these seem like of recruitng new employees has
because of their increased trust [among Mil- characteristics that are discordant with some changed. And we also talk to eight
lennials with other Millennials] and maybe of the traditional ways the pharma industry industry movers and shakers to
see how they got where they are.
even increased distrust of people who aren’t seeks to reach audiences, but which may
Order back issues of MM&M at
their friends, and that don’t have a social actually be in concert with the direction our
1-800-558-1703.
profile online, and are a brand they’ve heard industry is heading. What do you think?

8 MM&M x NOVEMBER 2014 x mmm-online.com

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