Digital health technologies are transforming the entire patient journey — from how the patients receive care to how they communicate with their providers and stay informed about their health. And younger generations, the so-called Millennials and Gen Z, are pushing this transformation a step further with their very different approach to healthcare than the previous generations. For these generations who have grown up with the internet, smart devices and apps, the primary care provider is no longer the key trusted adviser and access to information means that they can take their care into their own hands.
Convenience is paramount to younger generations. They are more likely to use apps or websites to schedule and manage appointments, or communicate with their healthcare providers. They are also more likely to opt for a more convenient option such as a walk-in clinic or an urgent care centre if the waiting times for an appointment with a doctor are too long, and they prefer telehealth options when available. Furthermore, the ‘digital’ generations tend to use Google to collect information about their health before a visit to a doctor, or they ask their peers if Google doesn’t provide answers. They want to control the conversation and make the best decisions for themselves. Consequently, the patient-doctor relationship is changing into a partnership. These generations also tend to have more awareness of the whole-person well-being and they research alternative solutions to the traditional model such as holistic approaches and focus on prevention. The growing wearables’ market offers them the opportunity to keep track of their health status. Overall, younger generations are looking for a more customised healthcare with personalisation and engagement options, similar to the digital tools they use.
Many surveys and studies have investigated the behaviour and preferences of the different generations over the past years, offering to the healthcare industry the opportunity to be prepared when the first ‘digital’ generation — the Millennials or Gen Y — would make most of the workforce. But despite many efforts and good progress it is still not providing the custom-centric experience the younger generations are looking for. Some hospitals are now focusing their efforts on understanding the different generations and their preferences in order to offer the best customer-tailored experience. The pharmaceutical industry started its digital transformation a few years ago but is still heavily relying on the traditional model for delivery. To connect with the younger generations, the pharma industry must be present on the communication platforms they use, act like the brands they cherish and offer value that goes beyond the product itself. Only then both younger patients and healthcare providers may show interest in and start to trust the pharmaceutical companies. It is time for the pharma industry to shake off its conservatism.
#generations #digital #healthcare #patientpreference
Sources
https://www.abbott.com/corpnewsroom/products-and-innovation/how-gen-z-is-affecting-healthcare.html
https://www.fiercehealthcare.com/practices/industry-voices-generation-z-a-game-changer-for-healthcare
https://www.intouchsol.com/blog/pharma-needs-know-connect-millennials/
https://www.beckershospitalreview.com/consumerism/how-6-health-systems-are-personalizing-patient-experience-for-baby-boomers-millennials-and-gen-z.html
https://www.fiercepharma.com/marketing/trust-issues-millennials-are-more-skeptical-pharma-than-older-generations