Insights

As healthcare continues to evolve toward a consumer-driven model, specialists and providers must adapt their strategies to meet the distinct needs and preferences of each generation. By recognizing these generational differences and leveraging digital engagement, specialists can build lasting connections and thrive in an increasingly competitive healthcare landscape.

Boomers are almost the inverse of Gen Z when it comes to social and advertising influences. Older Boomers trust the authority of other healthcare providers who recommend specific specialists.

Gen X responses were roughly equal across the influence channels. Reaching this "skeptical" generation will require specialists to promote content on various platforms while also maintaining influence on their community and referring physicians.

Millennials' reliance on social media for specialist information is 28% higher than Gen Z. Their reliance on advertising is 14% higher than Gen Z and 18% higher than Gen X.

Younger generations are leaning into self-directed online research and peer reviews to make healthcare decisions. Gen Z is heavily influenced by advertising and social media information about specialists.

A majority of every generational group expects to see a specialist in the next 6-12 months. Naturally, each age group has their own care needs, and additionally, our survey shows that the way each age group finds and chooses their specialists varies quite a bit.

In healthcare marketing, success isn't just about running campaigns—it's about understanding their impact and measuring it effectively. Tracking the right Key Performance Indicators (KPIs) [...]

Different generations use both online and off-line factors to select a primary practice. This section examines how marketing strategies and personal recommendations impact Millennials when choosing healthcare providers.

Different generations use both online and off-line factors to select a primary practice. This section examines how marketing strategies and influencers – be it family, friends, or another healthcare provider – impact Boomers when shopping for healthcare.