Digital Marketing Strategies for Each Generation

In the healthcare industry, digital marketing is becoming increasingly important as more patients turn to the internet to research health information and find healthcare providers. The approach to healthcare digital marketing typically involves creating a strong online presence through a combination of website design, search engine optimization, email marketing, and social media marketing. In addition to Facebook, three other social media platforms have demonstrated to be powerful tools for healthcare marketers: TikTok, YouTube, and Instagram. Boomers are another demographic that places high value on trust — as well as the long-term relationships that are often the result of having it.

According to our research from Patient Insights Unveiled: Exploring patient care shopping habits and the impact of social media, thought leadership, and advertising, all generations, from Gen Z to Boomers, rank Instagram, TikTok, and YouTube as their second, third, and fourth most-used social media platforms.

Overall, the goal of healthcare digital marketing is to create a strong online presence that engages patients and provides them with the information they need to make informed healthcare decisions. By using a combination of tools geared toward the unique needs and preferences of each generation, healthcare providers can effectively reach patients and build lasting relationships.

Role of authenticity and trust in content

In the dynamic landscape of healthcare marketing, establishing trust with patients is paramount — and for Gen Z, this is especially key. Doing so requires a strategic approach that emphasizes transparency, patient testimonials, and delivering quality content.

Social media channel usage

“Millennials and Gen Z frequently question traditional healthcare providers and turn to alternative sources for medical information and support, like friends and social media, to improve their health and overall well-being,” PeopleKeep says, specifically noting that 33% of Gen Z turn to social media for “guidance when dealing with chronic health conditions and other medical issues.”

Within these younger generations, TikTok has been surging in popularity, according to Pew Research, which says 39% of adults under 30 turns to the platform to get their news. When it comes to overall social media use, Statista says that as of June 2024, Gen Z made up 25% of the U.S. social media audience: “Among these Gen Z users, the top social media activities were liking and commenting on other users’ posts. Sending private messages was also a leading activity of this cohort, and just one in twenty users reported being passive social media users.” The research firm says that an April 2024 survey found that when searching for information online, nearly half (46%) of those polled would rather use social media than search engines — and that this demographic’s shift to TikTok underscores the value of mobile offerings.“For Gen Z specifically, Instagram took the top spot with a reach of 65%, followed by YouTube and TikTok with 63% and 58%, in turn,” according to Statista. “TikTok’s popularity among Gen Z in the United States indicates the social media shift from desktop to mobile, as well as the desire for short form video and personalized content.”

Additional social media insights from the firm about Gen Z include:

THE VALUE OF “FREE” CONTENT: 34% indicated “they did not mind advertising in return for free content.”

EFFECTIVENESS OF PRODUCT ADVERTISING: 43% in the U.S. “bought a product they had seen advertised on TikTok, and 39% had made a purchase after seeing something on Instagram.

POWER OF RECOMMENDATIONS: Nearly half liked having “personalized products recommended to them online” Research firm EMARKETER agrees that Gen Z relies heavily on social media, referring to it as the generation experiencing the most rapid growth in its use. According to its May 2024 forecast, the firm says, “US Gen Z social media usage will grow 7.7% versus 1.8% for the general population.” From its report findings, the firm identifies three ways Gen Z is leading when it comes to usage of social media:

INCREASED INSTAGRAM USE: “Instagram has always been a millennial-dominated platform, holding the largest share of users since the platform’s inception. By next year, millennial Instagram users will be overtaken by Gen Z in the US, with 52.4 million Gen Z users on the platform, per our forecast.”

USE OF REDDIT to “find community and knowledge”: “…Logged-in Gen Z Reddit users will grow 21.0% in the US this year, reaching 18 million…”

CONTINUED USE OF FACEBOOK to maintain “connection”: “Gen Z is the only generation to increase their usership on Facebook. This year, US Gen Z Facebook users will increase 8.6%, reaching 33.9 million…”

Influencer partnerships

Another potential tool for reaching Gen Z effectively is the use of influencer marketing through social media channels. According to a recent Morning Consult report, the “shares of Gen Zers and Millennials who said they trust social media influencers grew from 51% in 2019 to 61% in 2023.” The research firm also notes that “There isn’t an influencer for everyone: People are more likely to say they don’t have a favorite influencer than to agree on one, and 51% of the influencers Gen Z listed as their favorite were unique.”

Interactive content

Gen Z also enjoys engaging through interactive content, and social media is one of the most effective ways for healthcare providers to execute this. Healthcare organizations can use platforms like Facebook, Twitter, and Instagram to share relevant content, engage in conversations, and foster a sense of community. Regularly posting updates, health tips, and success stories can humanize the brand and make it more approachable.

57% Mobile optimization

Since Gen Z has a preference for convenience and speed — and they spend more than seven hours a day on their mobile devices — mobile optimization of your website and other digital offerings is a must. These individuals are accustomed to using online platforms for all their needs, and they expect healthcare services to offer intuitive online portals or websites that can do the same. SXM Media underscored convenience as a “huge priority” for this demographic.

Social media channel usage and media habits

According to Statista, Millennials are viewed as “technologically savvy and highly focused on staying mobile and connected.” Noting that Millennials’ use of traditional media has been “somewhat ambiguous,” the research firm says what seems to be most important is not the media itself, but how easy it is to access: “If the companies in the traditional media industry can find a way to deliver their products on a platform with greater support for mobility and on demand access, they may be able to find success among this younger generation of media consumers.”

Since Millennials spend so much time online, Statista says targeted advertising on various platforms may be an effective way to reach them: “Around 57% of Millennials say that online advertising has become more relevant for their wants and needs over the past few years.”

And with a “huge percentage” of younger generations using social media, the firm says social media influencers can have a big impact — if they are “viewed as honest and knowledgeable unlike many traditional advertisement options.” Content that answers their needs When searching for healthcare information, Millennials are seeking content that answers their needs — which is where effective content marketing comes in. Content marketing in healthcare is not just about promoting services; it’s about empowering individuals with knowledge. Creating high-quality, accessible content can help patients understand health conditions, treatment options, and preventive measures. From blog posts and articles to infographics and video, diverse content formats can cater to various learning preferences, ultimately making healthcare information more digestible.

Email marketing

Email marketing is another great way to reach Millennials, since it can help keep them informed about health-related news and events — and can be used to promote new services and appointments.

Importance of testimonials and online reviews

Millennials also place a lot of importance on testimonials and online reviews from other patients. Personal narratives carry a unique emotional weight. Sharing patient stories and testimonials through various content channels can inspire hope, reduce anxiety, and foster a sense of community. This human-centric approach can resonate deeply with the audience and create a positive association with the healthcare brand.

Ongoing engagement

In its description of Gen Xers, EMARKETER says they are known for their “independence, skepticism toward authority, affinity for technology, and preference for authenticity in brands and marketing messages.” In that light, it’s important to find ways to enable ongoing engagement that consistently communicates the authenticity and authority of your brand. This can be achieved through various forms of content marketing, such as email newsletters populated with educational content and information about key events — and social media posts that are relevant to your patients and prospective audiences. Along similar lines, webinars and online workshops that provide timely information about various chronic or seasonal health conditions can be a great way to connect and promote your brand. For a generation that’s big on authenticity, loyalty goes both ways. So once you make those connections and build relationships, consider offering loyalty programs for access to various services that are a fit for your organization — such as elective cosmetic procedures and/or spa access.

Social media channel usage and media consumption habits

According to the GITNUX Report 2024, Gen X is “taking over the social media scene like never before!” “With 76% of Gen Xers scrolling through Facebook daily, 76% of Gen Xers spend two hours a day on Facebook spending nearly two hours on social platforms, and engaging with branded content more than any other generation, it’s clear that this cohort is not just online to stay connected
with family and friends, but they’re also making purchases, sharing reviews, following influencers, and even diving into political debates,” the research organization says.

GITNUX sums up its extensive list of related stats by emphasizing the power of social media when it comes to reaching Gen X: “…Gen X is fully engaged across multiple platforms. From Facebook to Instagram, Twitter to LinkedIn, they seamlessly integrate social media into their daily routines, whether at work, during their commute, or even while watching TV. This generation is proving that age is just a number when it comes to staying connected in the digital age.”

Digital usage preferences and social media channel usage

According to Press Ganey, it’s essential for companies to understand that Boomers are now “digitally empowered.” “While digital adoption is historically driven by younger generations, Boomers and seniors are closing the digital divide in how they find, choose, and interact with doctors,” Press Ganey says, citing the following trends:

SEARCH FOR PROVIDERS ONLINE USE: “When asked if they’ve used the internet to search for a healthcare provider in the past year, 100% of Boomers answered ‘yes,’ while 81.4% of Millennials and Gen Z said the same.”

USE OF DIVERSE RESOURCES: “Although Google is often the starting point, consumers end up on online content hubs, directories, and other sites in their search for care. Reliance on platforms like Healthgrades and Vitals has spiked since 2019—up 38% among Boomers … as they seek trustworthy data to inform their decision-making.”

SEARCH FOR SPECIALISTS ONLINE: “When searching for a care specialist online, the top four sites’ Boomers use are Google (73.8%), hospital websites (44.8%), WebMD (35.7%), and Healthgrades (23.8%).”

USE OF MOBILE FOR SEARCH: “Today, a lot of search happens on mobile devices— which are always on hand, whenever and wherever a patient starts looking for care. 43.8% of Boomers prefer to use a smartphone or tablet when researching healthcare providers (a 9.2% jump since 2019). … To make a great impression out of the gate, a mobile-friendly experience is a must.”

Easy transition from digital to human interaction

Despite being digitally empowered, Boomers still largely prefer human assistance for tasks like setting appointments. That’s why it’s key to provide an easy transition between digital and human interactions to meet various needs — and appointment setting is a critical aspect of the patient experience providers must get right.

Ensuring a seamless appointment experience is essential once a prospective new patient’s interest is captured. In today’s digital era, where convenience reigns supreme, accommodating diverse preferences in appointment booking methods is imperative. Balancing digital convenience with personalized human touch is crucial for providing a frictionless appointment setting experience across age groups, including — and perhaps especially — Boomers.

User-friendly websites

Since Boomers are seeking user-friendly websites — and a healthcare organization’s site is often the first point of contact with potential patients — it’s important to have a well-designed website that is easy to navigate and provides relevant information about the services offered. Your website should also be optimized for search engines, so it appears at the top of search results when patients search for relevant keywords. By incorporating relevant keywords and producing high-quality, shareable content, healthcare websites can rank higher on search engine results pages. This not only attracts more traffic but also ensures that the information reaches those who are seeking it out.

Educational content

Boomers are also looking for reliable educational content about issues such as specific health conditions and potential treatment options — and content marketing through various channels is a great way to provide it. In addition to offering educational benefits for consumers, this approach provides healthcare professionals with a platform to showcase their expertise. Publishing articles, whitepapers, and research findings not only contributes to the broader medical knowledge base but also positions the healthcare organization as a thought leader in the field to help attract prospects who are looking for exactly that.