The generational shift in Healthcare: How Millennials and Gen Z are reshaping patient expectations

Healthcare is on the cusp of a profound transformation. As Millennials and Generation Z become the emergent healthcare consumers, their unique expectations demand immediate attention from providers. Those who adapt will thrive; those who don’t risk missing the opportunity to build lifelong relationships with these younger generations. The Humanizing Brand Experience: Healthcare, Vol 7 report, informed by over 26,000 consumers and 200 healthcare brands, offers a compelling look into these changing dynamics, providing crucial insights for healthcare organizations navigating this new terrain.

A new healthcare paradigm

Millennials and Gen Z share key characteristics that are fundamentally altering the healthcare experience. Both generations exhibit a strong tendency towards self-research, often turning to online resources before seeking professional medical advice. They crave convenience and digital solutions, expecting healthcare to be as accessible and user-friendly as other services in their lives. Moreover, these younger patients take a proactive stance on health, emphasizing prevention and wellness over reactive care.

Yet, Gen Z is carving out its own distinct healthcare identity. Perhaps most notably, they demonstrate a striking lack of trust in healthcare providers. The Humanizing Brand Experience report reveals a sobering statistic: 43% of Gen Z doesn’t trust their providers to make the right decisions for them. This skepticism is paired with a heightened demand for personalization – Gen Z expects healthcare tailored precisely to their individual needs and preferences.

Gen Z’s approach to healthcare is further characterized by:

1. A stronger emphasis on empathy and responsiveness from providers
2. Greater reliance on digital tools and convenience in accessing care
3. A concerning tendency to delay care, with 42% reporting they’ve postponed recommended treatments

This generational shift is occurring against a backdrop of rising health risks among younger populations. Between 2009 and 2020, diabetes rates among adults aged 20-44 increased from 3% to 4.1%, obesity rates rose from 32.7% to 40.9%, and high blood pressure now affects approximately 1 in 10 young adults. These trends underscore the urgency for healthcare providers to effectively engage and care for these younger patients.

The wellness revolution

The changing expectations of Millennials and Gen Z are part of a larger societal shift towards holistic wellness. Across generations, there’s an increased focus on preventative care and lifestyle choices that promote overall health. This trend is manifesting in several key ways:

1. Mental Health Awareness: Younger generations are more open about mental health issues and expect integrated care that addresses both physical and mental well-being.
2. Alternative Medicine: There’s growing interest in complementary and alternative therapies, with many young patients seeking to combine traditional medicine with practices like acupuncture, mindfulness, and herbal remedies.
3. Wearable Technology: The rise of fitness trackers and health-monitoring devices is empowering patients to take a more active role in managing their health and track progress towards goals

Technology plays a crucial role in these trends, with patients of all ages using apps, wearables, and online platforms to manage their health proactively. In fact, Gen Z comprises 42% of mental health spend, even though they only account for 36% of the enrolled population.

The definition of “quality care” is evolving alongside these generational shifts. While older patients might prioritize credentials and expertise, younger generations place equal importance on factors like empathy, convenience, and transparency. This changing perspective is forcing healthcare providers to reconsider how they deliver care and measure patient satisfaction.

Adapting to the New Healthcare Consumer

Gen Z’s approach to healthcare isn’t merely a function of their youth, but a result of the unique context in which they’ve grown up. This generation has come of age in an unstable world, experiencing the aftermath of events like the Great Recession and 9/11, while being directly impacted by the COVID-19 pandemic and years of polarizing politics. They’ve also witnessed rapid technological advancement, global connectivity, and unprecedented access to information. They’ve seen the rise of on-demand services in every aspect of their lives, from entertainment to education. This context of instability coupled with technological progress has fundamentally shaped their expectations for all services, including healthcare.

Moreover, Gen Z poses a significant risk to traditional healthcare models. Unlike previous generations, they have both the willingness and the means to seek alternatives when conventional systems fail to meet their needs. Armed with technology and an entrepreneurial spirit, Gen Z isn’t afraid to build their own solutions. This generation’s tendency to avoid or delay care when dissatisfied, combined with their ability to create or find alternatives, presents a real challenge to established healthcare providers. To remain relevant and effective, healthcare organizations must recognize and adapt to these fundamental differences in Gen Z’s approach to health and wellness, understanding that their desire for stability may manifest in unexpected ways in their healthcare choices.

To effectively serve these younger generations, healthcare organizations must implement several key strategies aligned with their unique expectations:

1. From transactional to intentional interactions
   • Use time well: Prioritize substance over speed in all touchpoints and visits. Give patients focused time and ensure they have opportunities to voice all their concerns.
   • Avoid over-standardization: Integrate intentional questions and goal setting at intake, and offer opt-ins for dynamic preventative tools and programming.
2. Decrease urgency, promote stability
   • Communicate calm: Establish messaging, processes, and intakes focused on clear, even-keeled communication, providing incremental answers rather than creating emotional escalation.
   • Balance EQ and IQ: Be transparent and, when appropriate, vulnerable. Share human aspects of care and personal experiences to build trust.
3. Provide choice in options with consistent outcomes
   • Personalize care through choice: Create a sense of control by informing patients about processes and allowing them to choose the when and how of next steps.
   • Build trust through transparency: Offer agency via education, providing “how-to” content and “first-timers’ guides” on healthcare systems and insurance.
4. Act as a guide in the patient journey
   • Offer clear recommendations: Provide dedicated resources and personnel to help patients navigate the system, recognizing that they may seek guidance elsewhere if not provided.
   • Facilitate proactive wellness: Empower patients to take initiative in their health journey, helping them bring personal wellness goals to life.

Consider implementing a care model that combines intentional, focused interactions with clear, calm communication about next steps. This approach caters to younger generations’ desire for stability and transparency while building trust and rapport.

Another strategy could involve creating wellness programs that transcend traditional medical care. These could incorporate personalized goal setting, easy-to-follow wellness steps, and transparent information about healthcare navigation. This approach aligns with younger generations’ view of health as a journey they want to actively participate in, with healthcare providers serving as trusted guides rather than authoritative directors.

Embracing change for happier, healthier future

The seismic shift in patient demographics demands a bold reimagining of the healthcare experience. To thrive in this new landscape, those tasked with brand engagement or clinical delivery must understand and adapt to the expectations of both Millennials and Gen Z. This requires a willingness to question long-held assumptions about patient care and embrace new approaches that resonate with younger consumers.

The future of healthcare belongs to organizations that can successfully balance clinical excellence with the empathy, convenience, and personalization that Millennials and Gen Z demand. By reimagining their approach to patient care and consumer engagement, healthcare providers can build lasting relationships with these crucial demographics and position themselves for long-term success in an ever-evolving industry.

The time for action is now. Healthcare organizations that recognize and respond to these generational shifts will not only survive but thrive in the coming years. Those that hesitate risk being left behind in an increasingly competitive and consumer-driven healthcare landscape. Looking to discuss the evolving healthcare landscape? Reach out to us.