2025 Healthcare Marketing Trends: Introduction

We surveyed 2,410 patients.
Respondents are a representative sample of age 18+ from each generation across the United States. 51% identified as female, 48% as male and 1% other.

Social media platforms have evolved beyond their original social networking purpose to become powerful tools for healthcare decision-making. Patients now use these platforms to:

Share experiences and seek recommendations within condition-specific support groups

Research providers through their social media presence and educational content

Connect with other patients who have similar conditions or have undergone similar procedures

Access crowd-sourced information about wait times, staff behavior, and facility conditions

Participate in online communities focused on specific health conditions or treatments

1. How different generations approach the process of selecting primary care physicians and specialists
2. The role of digital tools and social media in healthcare decision-making
3. The relative importance of various factors (advertising effectiveness, patient influences on choice and value, online presence, patient reviews) in provider selection
4. The impact of online communities and social media on patient healthcare decisions
5. Preferences for different types of healthcare information sources across age groups

Gen Z (18-26): 8% of U.S. population
Millennials (27-42): 22% of U.S. population
Gen X (43-58): 20% of U.S. population
Boomers (59+): 29% of U.S. population

Fill out the form below to get the full report!

Download our latest whitepaper to find out how to make this data work for you.