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More has been written about millennials - and their healthcare habits - than about any other generation. Here, Gen Y marketers explain why most of what you've read is wrong.
Drew Train turned 18 in 1999, which puts him at millennial ground zero. Now 36, the president and cofounder of ad agency Oberland says perspective has had a profound impact on how he sees and creates healthcare marketing - and that it has more to do with favoring hiphop over grunge or comfort with computers.
"People don't understand how skeptical my generation is, and how we are always going to scratch under the hood," he says, adding it isn't just about the way millennials view doctors, medicines, or pharma companies. "It means we have a lack of trust in 'the man,' in general. We demand transparency."
Train and fellow millennials who work in and around healthcare marketing believe more assumptions are made about their generation than about any other demographic.
Some are true, to some extent: they do expect everything from communications to health data transmission available at the swipe of a screen. But many others, they claim, are distorted.