Mental health marketing: Strategies for millennial and Gen z patients

No matter how many adolescents you know, or perhaps even raised, it can seem like the younger generations speak a different language. Millennials (born 1981 – 1996) and Gen Zers (born 1997 – 2012) have slang you might not understand, wear clothes you might never wear and mindsets that vary widely from your own. But that doesn’t mean you can’t appeal to them when it comes to the importance of mental health using the right strategies.

Millennials and Gen Z are two generations that are less than 60% likely to report good mental health. But even when they’re struggling with common mental health disorders, like depression and anxiety, it’s not always easy to get them to the right resources.

Designing marketing strategies for millennial and Gen Z mental health patients is all about understanding the content they consume and the struggles they’re fighting. We’ll talk about how you can market your mental health services to move millennial and Gen Z patients along their mental health journey.

What to keep in mind about mental health marketing for millennial and Gen Z patients

The main factor to consider when you’re marketing your mental health services to the new generations is that you need to be on their level. You want to enforce collaboration, not authoritative dynamics. 

A large contributor to mental health distress and mental health disorders in millennials and Gen Zers is that they don’t feel understood. They may struggle to feel validated in their feelings by those who are meant to support them, such as their parents. You want to make sure they understand that you’re on their team.

Here are a few things to keep in mind about the mental health of millennial and Gen Z patients:

  • They tend to be more self-aware about their mental health struggles.
  • They’re open and accepting about mental health struggles.
  • They’re prioritizing their mental health over other integral parts of life, including finances.

Strategies for marketing your mental health services to millennial and Gen Z patients 

Strategies should never be a one-size-fits-all formula. By tailoring your strategies for your target demographics, you’re ensuring that you’re appealing to their interests, issues and emotions in a personalized way.

There are many strategies that can help bring millennial and Gen Z patients to your company as new mental health patients. But there’s a heavy emphasis on digital marketing. It’s no secret that the best way to appeal to young adults is through social media.

Here are a few marketing strategies for mental health services, especially for millennials and those in Gen Z:

  • Work with influencers of all sizes — With the large roles that social media and pop culture play in the lifestyle of younger generations, it’s important to collaborate with figures in those spaces to reach your target audience. Whether you decide to partner for a campaign with a big pop star or an influencer who discusses mental health on Instagram Live, working with a person whom millennial and Gen Z patients trust will translate into their trust in you.
  • Increase social media engagement — You should never leave a post up to its own devices. It’s important to actively engage with your potential patients during a marketing campaign. This means replying to comments, answering questions about your services and showing appreciation for feedback. You’re breaking down the wall between company and customer by engaging with your followers. You’re making them feel important.
  • Share tips through informative content — While you want to ensure that you have view-through conversions, it can be effective to provide mental health improvement strategies and self-care tips through your content. Immediate gratification can go a long way with Gen Zers and millennials. Share your knowledge, such as posting a list of coping strategies on Instagram. You’re showcasing your expertise in a way that can establish trust needed to actively pursue your services.

Want to attract new millennial and Gen Z patients to your mental health services? BURG+CO. can help

Increasing traffic to your website plays a role in increasing conversions and leading to new clients. However, it’s difficult to attract visitors to your site when you don’t know what to do. Fortunately, this is what we specialize in at BURG+CO.

Our team has years of experience in helping businesses improve their digital presence to attract new leads and retain existing ones. If you’re looking to perform better in search engine results and attract more visitors to your site, we’re ready to talk to you to see how we can help. Contact our team today for more information about digital marketing or to schedule a complimentary consultation.

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