Research from inVentiv Health Communications agencies GSW, inVentiv Health PR Group and PALIO indicates that millennial physicians – defined as 26-36 year old general practitioners – are redefining the patient-physician relationship. Four out of five millennial physicians (81%) believe that their millennial patients require a different relationship with their doctors than older patients. And 66% of those Generation Y docs are changing their approach according to the age of the patient they’re seeing.
The “Millennial Mindset: The Collaborative Clinician” report, released earlier this year, outlines how millennial physicians prefer a collaborative approach to nearly all aspects of their practice, from encouraging patients to do online research before their appointments, to highly valuing two-way conversations with peers when it comes to learning about treatment options.
To read more about Generation Y doctors and how pharma brands can engage more effectively with this key audience, download “Millennial Mindset: The Collaborative Clinician.”
By: inVentiv Health PR Group