Generational Differences in Healthcare Marketing

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.