The 2024 Healthcare Marketing Outlook: Patient Sentiment Part 2

Generational Preferences vary significantly in appointment setting practices. 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.

Gen Z and Millennials, accustomed to online platforms for all their needs, including scheduling activities, expect healthcare services to offer intuitive online portals or websites for appointment bookings. However, Baby Boomers, despite the increasing digitization of services, still prefer human assistance for tasks like setting appointments.

Balancing digital convenience with personalized human touch is crucial for providing a frictionless appointment setting experience across age groups. While over 50% of patients have tried telemedicine, its effectiveness is questioned by most generations except Gen Z, with Southeastern Millennials and older generations being less convinced of its benefits. Satisfaction with telemedicine is highest among the youngest generation, underscoring the need to explore patient care shopping habits further for effective strategies in healthcare marketing. For detailed insights and recommendations, please refer to the full report: Patient Insights Unveiled: Exploring patient care shopping habits and the impact of social media, thought leadership, and advertising.