Understanding Generational Preferences

In May 2023, we launched a survey asking patients in the Southeastern U.S. several questions about their healthcare — such as the process for selecting primary and specialist care and how they interact with practice advertising, websites, and appointment-setting channels (both human and electronic). Because we also asked their age, we were able to segment the responses by generation. As described in our report, Patient Insights Unveiled: Exploring Patient Care Shopping Habits and the Impact of Social Media, Thought Leadership, and Advertising, results revealed that each generation has unique needs, habits, and methods for researching health information, booking appointments, and ultimately finding physicians.

Research from Press Ganey uncovered similar results. Its survey of over 1,000 healthcare consumers sought greater insight into how participants find providers and factors that influence the selection process. Findings revealed that different age groups demonstrate different preferences and behaviors.

In its 2024 Employee Benefits Survey, HRA administration software provider PeopleKeep found that while Boomers often lean on more traditional channels to get their healthcare needs met, the younger generations — aka Millennials and Gen Z — would rather work with technology-based offerings and want “convenient access to their medical data.” And in its November 2022 healthcare research study, Pandora — now part of SXM Media — also uncovered valuable insights about generational differences related to healthcare needs. In the following, we’ll take a look at what research and current healthcare trends reveal about why it’s critical to understand generational differences to help guide healthcare marketing strategy — and how you can use the four pillars of healthcare marketing to do it.

“Millennials and Zoomers — [aka Gen Z] — demand a painless and streamlined end-to-end experience,” Press Ganey notes. “These digital natives have been conditioned to seek the path of least resistance. At the same time, functions like one-click checkout and online scheduling convert more leads into paying customers.” Unlike older generations faced with a tech learning curve, Gen Z grew up with devices at their disposal. As a result, they typically turn to some type of online platform to meet their healthcare shopping needs — and they expect smooth sailing when they do. Noting the “common misconception” that this younger generation isn’t seeking healthcare, SXM Media says its findings revealed that Gen Z “makes up 40% of U.S. consumers and is a healthcare-active age group that marketers cannot afford to ignore.” “…83% of Pandora’s Gen Z listeners had a visit with a healthcare professional in the last year; of those who visited a healthcare professional, nearly 20% saw a specialist for the very first time, such as a cardiologist, neurologist, or OB/GYN. Gen Zers are big proponents of preventive healthcare and mental healthcare,” according to SXM Media.

“Nearly 6 in 10 Gen Z listeners have had a visit with a primary care physician over the last year, and, when compared to adult 18+ listeners, they are 95% more likely to have met with a psychiatrist.” And keep in mind, the primary and specialist care decisions these individuals are making now could make them patients for life. Another factor in the mix? Older Gen Zers are transitioning off of their parents’ healthcare insurance and starting to make some of their own healthcare decisions — which provides the perfect opportunity to offer health education. However, when doing so, it’s key to strike a balance between providing the information they need without talking down to them, since — as SXM Media notes — Gen Z is “the most diverse, educated and technologically-connected generation ever to exist.” Social media is also important to Gen Z, as are online reviews. In its survey, Press Ganey found that both Millennials and Zoomers indicated that when searching for a specific type of specialist, ratings and reviews were the “most important factor” in their research for healthcare providers.

According to SMX Media, 82% of the Millennials surveyed said they’d visited a healthcare professional in the previous 12 months — with 70% of those visits to a primary care provider and 41% to a specialist.

That health-conscious mindset is good news for healthcare marketers, since Millennials with growing families are starting to shop for them, as well. These tech-savvy and cost-conscious consumers understand and embrace the value of digital offerings and tend to shop around for the best options. As a result, one area in which healthcare providers need to step up to the plate is to address the challenge of transparent pricing in a variable payer world related to health insurance coverage.

A unique factor facing Gen X is the need to manage evolving family dynamics. These individuals and their children span a wide range of ages, and some have kids who are graduating from high school. As healthcare needs increase for older members, many are shopping for specialists, various types of therapies, options for concierge medicine, and elective procedures to meet their unique needs. And since they may not use technology as much as younger generations, it’s important to offer a balanced approach between online and traditional methods to attract those prospects when they do. Another priority for Gen X? Finding healthcare providers, they can rely upon and trust — and one aspect of that is ensuring they’re involved in their care through an informed decision-making process.

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. And though digital adoption is growing among Baby Boomers, many still count on traditional methods to meet their healthcare needs — such as relying on face-to-face interactions, talking with a real person on the phone, and receiving human assistance for tasks like setting appointments.