CALIFORNIA BROKER Vol. 37, Number 5

LIFE INSURANCE
WELLNESS
DIFFERENTLY
By HOWARD JACOBSON
Companies that demonstrate care for their employees
as people, and not just human capital, win by attracting,
retaining and motivating millennials to do their best.
Millennials do healthcare differently than
preceding generations. They have different
values, different desires and different
needs. The industry must change in
order to meet their needs. Let’s look at
some facts about this ascendant generation, so we can
tailor our offerings to serve them well.
Millennials value convenience over
relationships with healthcare providers
Startlingly, only 50 percent of millennials have a primary
care provider. Instead, they look for on-demand clinics
with convenient hours, and online healthcare visits that
provide just-in-time services. And they demand value for
money spent.
Traditional healthcare plans, in which participants
choose or are assigned to a PCP, don’t interest millennials.
They prefer and are drawn to organizations that provide
telemedicine visits and walk-in clinics that adhere to
effective, evidence-based protocols.
Millennials are rejecting the lack of
work/life balance that characterizes Generation X.
They want to work not simply to survive or accumulate
wealth, but to afford themselves a meaningful life.
Surveys show that millennials would trade higher salaries
for an appealing work culture.
Companies that demonstrate care for their employees
as people, and not just human capital, win by attracting,
retaining and motivating millennials to do their best.
Rather than working overtime for more pay, millennials
will dig deep for organizations to which they feel affinity,
gratitude and loyalty. Investing in innovative healthcare
solutions that speak to millennials is one way for companies
to signal their commitment to a culture of care
and respect.
Also, encouraging and enabling employees to devote
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