Gen X and Healthcare 2023

How Providers and Marketers Can Connect With the ‘Sandwich Generation’

Report by Rajiv Leventhal  | UPDATED: Dec 22, 2023
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Executive Summary
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Table of Contents
Executive Summary
Gen Xers are juggling more of life’s complexities than any other generation.
How should preventative care be marketed to Gen Xers?
How does Gen X access and engage with healthcare?
How can providers and marketers connect with Gen X patients?
Sources
Media Gallery
About This Report
Gen X consumers are dealing with their own health issues in addition to caring for children and older family members. Providers and marketers now have an opportunity to build generational trust—but they must better understand Gen Xers’ healthcare attitudes and behaviors.
Topics
Generation X
Digital Health
United States
Table of Contents
Executive Summary
Gen Xers are juggling more of life’s complexities than any other generation.
How should preventative care be marketed to Gen Xers?
How does Gen X access and engage with healthcare?
How can providers and marketers connect with Gen X patients?
Sources
Media Gallery

Gen Xers are becoming frequent fliers of the healthcare system, as many are responsible for taking care of themselves and loved ones. They’re also tech-savvy yet thoughtful about which digital health tools to use. With Gen X patients bridging the gap between traditional and digital, healthcare providers and marketers must identify the most effective ways to build trusted relationships with this hybrid group.

Key Question: How can marketers use a mix of digital and traditional tools to help Gen Xers address their healthcare needs?

How Do US Gen X Access and Engage With Healthcare? (% of respondents, Dec 2022)
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KEY STAT: Gen X consumers use a mix of in-person and digital channels to seek out health-related information, access care, and engage with providers.

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Table of Contents

  1. Executive Summary
  2. Gen Xers are juggling more of life’s complexities than any other generation.
  3. How should preventative care be marketed to Gen Xers?
  1. How does Gen X access and engage with healthcare?
  2. How can providers and marketers connect with Gen X patients?
  3. Sources
  1. Media Gallery

Charts in This Report

How Do US Gen X Access and Engage With Healthcare? (% of respondents, Dec 2022)How US Adults Describe Their Health Status, by Generation, Dec 2022 (% of respondents in each group)
Organizations From Which US Gen X Consumers Receive Relevant Communications About Preventative Care, May 2023 (% of respondents)How Often US Gen Xers Go Online to Find Out About Doctors, Dentists, or Medical Care, March 2023 (% of respondents)
Communication Methods Used by US Gen X Consumers When Engaging With Healthcare Providers, May 2023 (% of respondents)Types of Digital Health Tools Used by US Digital Health Users, by Generation, Dec 2022 (% of respondents in each group)
How Often US Adults Use Social Media to Look Up* Specific Health-Related Information**, by Generation, Dec 2022 (% of respondents in each group)

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First Published on Oct 12, 2023

authors

Rajiv Leventhal

Contributors

Jeane Han
Senior Researcher
Lisa Phillips
Principal Analyst, Digital Health