Last month I sat with my son as he completed an online application for healthcare insurance via the Affordable Care Act Health Exchanges. I wasn’t there because he needed my help. He’s smart and web savvy like most of his generation. I’m just into this subject to be helpful to you.

Anyway, he’s off mom and dad’s insurance. He’s paying for his healthcare for the first time ever. He’s making his own decision about healthcare providers. He actually wants to get a physical and develop a relationship with a doctor. But surprise, he finds the whole thing exasperating. It’s not for the reason you might think. No, it’s not the money. His frustration stems from how counter intuitive the process is to the way his generation works.

His frustration is an opportunity for someone. It occurred to me that that someone might be you and that social media might be a way to bridge the communication gap, improve this generation’s perception of the healthcare community/process and drive patients to you.

Here’s how:

First, 90 percent of those 18 to 24 years of age said they would trust medical information shared by others on their social media networks.  A millennial’s network on social media is a group of people that is well trusted, which again, presents an opportunity to connect with them as healthcare professional in a new and authentic way. Be transparent. Share information that’s helpful, and include how to pay for things. They just want to know.

Second, more than 80 percent of the millennial generation said that information found via social media affects the way they deal with everything – health, too. Healthcare professionals have an obligation to create educational content to be shared across social media that will help accurately inform this generation about health related issues and squash misleading information. The opinions of others on social media are often trusted but aren’t always accurate, especially when it comes to a subject as sensitive as health. Be present. Listen as much as you “tweet”. Share what you’d want your child to know and dialogue with them if they reach out to you. Hey, their doctor’s voice will cut through the online clutter but they also expect to be heard.

Third, 75 percent of the 18 to 24 year olds said social media would affect their choice of a specific doctor or medical facility. This makes social media important as a tool to help accelerate positive and overcome negative word of mouth. It can attract new patients, minimize missed appointments, retain your patients, and win their referrals. Millennials are using social media to discuss everything in their lives including health and it is up to you to tune in.

Fourth, millennials are the most likely group of social media users to trust social media posts and activity by doctors.  They see doctors as respected members of society (yeah, really) who are also highly revered for their opinions when they are shared on social media, which is even more reason to help boost your reach as a healthcare provider and use social media to discuss health issues, choosing healthcare plans, meeting providers, and getting well. This may require that you explore some new channels. Think Instagram. This generation is definitely a “show me don’t tell me” community of patients.

Hmmm. Now that I think about it, millennials are not the only ones who can relate to these ideas. The percentages may vary but the impact could be more immediate to your business if middle-aged people find you online. But if you’re thinking about tomorrow and the new patients coming into the healthcare stream, consider connecting with millennials via social media. Their moms and dads will thank you.

Tim C. Nicholson is the President of Bigfish, LLC. His Memphis-based firm connects physicians, clinics and hospitals to patients and one another through healthcare social media solutions, branding initiatives and websites. His column, “Hey Doc”, appears here monthly. Find him on twitter @timbigfish or email tim@gobigfishgo.com