We used our PatientConnect social values segmentation to examine effective communication strategies for influenza prevention and benefits of the flu shot in Canada.
Physicians, like all of us, are people first and professionals second and even millennial physicians hold their own unique set of values
Physicians in the Entrepreneurs segment are defined by their energy, buoyancy and insatiable need for the newest gadgets and most up-to-date information. They are tech-savvy and happy with the lifestyle their career affords. Networkers, on the other hand, view health and treatment holistically; and are deeply patient-centric while striving for a healthy work-life balance and refusing to see work as the be-all and end-all. The segment of physicians we refer to as Stoics approaches their medical career with a sense of stoicism (as the name would imply). They feel the weight of their responsibility to their patients, and long for better control over their lives. Finally, the Traditionalist segment of physicians takes a strong leadership role in their practice and with their patients, viewing physicians as the experts of healthcare and embodying the old adage, “doctor knows best”.
With an understanding that characteristics such as enthusiasm for technology and a focus on work-life balance are common among Millennials, it’s not surprising that Entrepreneurs and Networkers are the fastest growing groups of physicians. But that doesn’t mean that Stoics and Traditionalists are becoming endangered species. Traits associated with any of the six Millennial tribes can be aligned with each of the physician segments.
To sum it up, if you have a Millennial physician, it doesn’t mean that you’re going to have a disconnected doctor who doesn’t put in enough hours to properly care for you. It also doesn’t mean that you’ve been blessed with a physician who possesses knowledge of the most cutting-edge technology and treatment, or believes that you know what’s best for your health.
Physicians, like all of us, are people first and professionals second – and even Millennial physicians hold their own unique set of values. Whatever their behaviours, attitudes or motivations may be, good doctors will always do their best to help you take good care of your health. In my case, I moved past my initial instinct to assume my Millennial physician lacked sufficient knowledge or experience, and thank goodness I did; my stereotype was proven wrong.