For Millennials and Gen Z, healthcare begins with a scroll through social media. These younger generations spend significant time online – 8.5 hours a day for Millennials and 10.6 hours for Gen Z – engaging with all kinds of content, including healthcare. Both groups exhibit a strong tendency to conduct self-research, with 71.4% of Gen Z and 66% of Millennials turning to social media for health-related insights, before consulting a professional. They want healthcare on their terms: accessible, transparent, and as easy to navigate as any other online service.
To connect with these digital natives, providers must meet them where they are – online – and recognise the potential that social media holds. In this blog, we’ll explore more about Millennials and Gen Z, their unique healthcare expectations, and how you can better meet their needs.
Who are Millennials and Gen Z?
Having grown up in a digital-first world, Millennials and Gen Z approach healthcare with unique expectations. The COVID-19 pandemic has particularly influenced Gen Z, making them proactive about self-care, mental health, and preventive measures. A significant 56% of Gen Z prioritises preventative healthcare over episodic care.
Here’s a closer look at what sets each generation apart:
Millennials (aged 28-43, born 1981-1996)
- Tech-savvy and comfortable with digital health tools
- Seek convenience and personalisation in healthcare experiences
- Over 92% own a smartphone, using digital platforms for finding providers, scheduling, and accessing care
- Highly receptive to telehealth, online booking, and mobile health communication
- Entering life stages that involve becoming parents, caring for ageing family members, and addressing their own evolving healthcare needs
Gen Z (aged 12-27, born 1997-2012)
- Digitally immersed, relying on social media as a primary source for health information and support
- Prioritise mental health, expecting transparent, personalised healthcare interactions
- 43% lack trust in their providers to make the right healthcare decisions for them, seeking more control over their care
- Twice as likely to consult influencers for health advice on platforms like TikTok and YouTube
- Many are entering adulthood, navigating new healthcare needs and learning to manage their own well-being
What Millennials and Gen Z really want from healthcare
Millennials and Gen Z approach healthcare with distinct expectations that reflect their lifestyles and experiences. Here’s how these expectations break down:
Convenience and digital accessibility is a must
Millennials and Gen Z expect healthcare to match the ease of their everyday digital experiences. They prefer mobile interactions, telehealth, online booking, and easy digital communication. Younger consumers are more likely to choose providers who offer digital capabilities, such as online test results and prescription refill requests.
72% of Millennials and Gen Z prefer to schedule a doctor’s appointment online, and 61% are ready to skip a visit if booking is too much of a hassle.
A new era of personalised healthcare
Millennials and Gen Z are redefining personalisation in healthcare. They expect services to be effective and convenient, tailored to their unique needs and preferences. Dissatisfied with one-size-fits-all solutions, they seek healthcare options that resonate with their modern lifestyles and values.
These generations often turn to relatable influencers and peers for guidance before consulting a professional, influencing their healthcare choices. Prone to self-diagnosis and “self-prescription”, many start with supplements – 73% of Millennials and 69% of Gen Z report taking at least one dietary supplement regularly, according to a 2023 study. Whether it’s ashwagandha to ease stress, melatonin to improve sleep, or magnesium for better mood, supplements have become a go-to for support, particularly for mental health.
However, there are risks associated with misinformation and self-diagnosis. A survey by Tebra found that about 1 in 4 people have diagnosed themselves with a condition based on information they found on social media, with Gen Z (30%) and Millennials (26%) leading in self-diagnosis.
They also actively use wearable technology and health apps to monitor their wellness, empowering themselves to take charge of their health and assess how specific behaviours impact their well-being. Consequently, Millennials and Gen Z expect healthcare providers to acknowledge the health insights they bring from these tools and to tailor care based on their individual health goals, preferences, and lifestyle choices. This means addressing concerns around stress levels, diet, sleep patterns, or exercise habits and working collaboratively to create personalised care plans that resonate with their day-to-day lives.
66% of Gen Z, compared to 40% of other generations, use digital tools like wellness apps and fitness trackers to monitor their health – such as sleep patterns, blood glucose levels, and heart rates.
Mental health takes centre stage
For both Millennials and Gen Z, mental health is a top priority, and they expect healthcare providers to adopt a holistic approach that addresses mental, emotional, and physical well-being. Gen Z, in particular, has faced numerous political, economic, and social challenges, leading to increased levels of anxiety and depression. The pandemic has further exacerbated these issues, resulting in a 25% rise in global rates of anxiety and depression.
Unlike previous generations, Gen Z is more comfortable seeking help for mental health issues, embracing the belief that it’s “okay to not be okay” and feeling less stigma around reaching out for support. While social media can sometimes negatively impact mental health, it has also fostered communities where individuals can find encouragement and connection.
Both generations value discussions about how their health conditions affect their mental well-being and are eager to explore holistic strategies for improvement. They want to feel heard and understood by their healthcare providers. Millennials, in particular, prioritise building equitable relationships with their primary care providers and seek support for both their physical health and mental well-being. Over 80% of respondents indicated that if their provider took the time to understand them on a personal level – including their goals and interests – they would feel better cared for.
More than one in five young adults say social media is vital for mental health support, and 56% of Gen Z are willing to pay out-of-pocket for mental health memberships.
How can you adapt your practice for the next generation of patients?
To effectively engage with Millennials and Gen Z, healthcare providers must assess whether their practice aligns with the expectations of these digital natives. Here are key strategies to enhance your practice, along with how Doctify can support you in these efforts:
1. Build a comprehensive online profile
First and foremost, to reach the next generation of patients, you need to be where they are – online. Start by creating a professional online profile that showcases your expertise, services, and patient feedback, making it easy for Millennials and Gen Z to find you. This profile is your digital storefront, establishing trust by clearly presenting your credentials, specialties, and patient experiences. Platforms like Doctify and other healthcare directories are essential starting points, positioning you in front of audiences who rely on online searches to choose providers.
2. Prioritise transparency and patient-centric care
For Millennials and Gen Z, whose lives have been shaped by digital experiences, social proof and word of mouth are primarily communicated through online platforms. Research indicates that as much as 93% of Millennials read online reviews before making healthcare decisions, and a significant 91% trust online reviews as much as personal recommendations.
To capitalise on this trend, consider actively collecting and publishing patient reviews online. Encouraging feedback after appointments not only helps you gather valuable insights but also allows you to identify areas for improvement and tailor your services to better meet patient needs. This proactive engagement fosters a sense of involvement and care, which is crucial for Millennials and Gen Z, who seek personalised and empathetic interactions with their healthcare providers.
At Doctify, we help healthcare providers automate their patient feedback collection, aligning with the tech-savviness of younger generations who prefer digital interactions over traditional paper-based methods. This streamlined approach enhances the efficiency of gathering valuable insights and enables providers to showcase this feedback online, ultimately building trust with potential patients and fostering a positive online reputation.
Learn more about how Doctify can help you excel in the online review space and how patient feedback can improve healthcare.
3. Now is the time to embrace social media and video content
To effectively engage with Millennials and Gen Z, it’s essential to meet them where they are – online. Over half of Millennials use platforms like YouTube (92%), Facebook (75%), and Instagram (59%). Similarly, more than half of Gen Z uses YouTube (93%), Instagram (78%), Facebook (67%), Snapchat (65%), and TikTok (62%).
Many younger patients begin their health journeys by Googling symptoms and researching treatments. Research shows that one-third of Gen Z and over a quarter of Millennials discuss chronic conditions on social media, in stark contrast to just 5% of Baby Boomers (born from 1946 to 1964). However, their desire for more information about conditions, medications, and treatments often goes unmet. This dissatisfaction is driven by a need to be more informed and involved in decisions about their care. Many Gen Z patients are just starting to choose their own healthcare for the first time, while Millennials increasingly step into decision-making roles as caregivers for their children and parents.
To bridge this information gap and cater to the needs of Millennials and Gen Z for reliable healthcare information, it’s crucial to share content that speaks directly to their concerns. Consider creating engaging and informative materials that address common health issues while showcasing your unique approach to care. Creating educational clips that explain procedures or discuss relevant health topics can make healthcare more accessible and relatable, ensuring that younger patients feel informed and supported throughout their healthcare journey.
Discover the top 3 reasons why clinicians should embrace video content online.
Share your videos on platforms like YouTube, Instagram, TikTok, LinkedIn, and Doctify to reach a wider audience and engage potential patients. This content helps patients assess if you’re the right provider and allows them to get to know you better, boosting their confidence in choosing you for their healthcare needs.
4. Modernise your practice for digital natives
To attract and retain Millennials and Gen Z, digitising the patient experience is crucial. These younger patients expect clear communication regarding costs, streamlined online booking, and easy access to medical records. Implementing these features not only enhances the user experience but also builds trust, allowing them to take charge of their healthcare journey. The Accenture Digital Health Consumer Survey shows that 44% of Millennials select providers based on digital offerings, compared to just 29% of Baby Boomers.
A well-designed, responsive, and professional-looking website is vital for making a positive impression. Here are some essential components to consider:
- Responsive design: ensure your site functions well on all devices and screen sizes. With 94% of Gen Z using smartphones, particularly Apple iOS, and over half of Millennials using tablets, optimising for both enhances accessibility and engagement. According to Sweor, 57% of users are unlikely to recommend a healthcare practice with a poor or unresponsive design.
- Intuitive navigation: organise your site logically with user-friendly content, making it easy for patients to find information about services, costs, and appointment scheduling.
- Online appointment scheduling: nearly half of patient prospects prefer booking healthcare appointments online, valuing the convenience and efficiency it offers.
- Online payment options: with 90% of financial administrators expecting a shift to mobile healthcare payments, but only 20% being prepared for it, offering secure mobile payment solutions like Apple Pay and Google Pay is vital. This allows Millennials and Gen Z to manage their healthcare finances conveniently on their devices.
- Patient feedback: incorporate patient feedback on your site to build trust and provide potential patients with confidence in your practice. Using Doctify trust boxes allows you to showcase verified, transparent patient experiences directly on relevant condition or treatment pages. This approach can boost your onsite conversion rate by up to 25%, helping patients make informed decisions.
Ready to streamline your practice and connect with the next generation of patients?
