Each generation navigates its health journey differently. Here’s what marketers need to know about tailoring their strategies to reach Gen Zers, millennials, Gen Xers, and baby boomers at each stage.
When navigating their health journey, patients have an overwhelming number of options for finding medical information and making purchases. Marketers must tailor their engagement strategies via a unique mix of digital and traditional channels to best reach each patient generation.
Key Question: Where do US consumers typically begin their online research for medical information?
Key Stat: Gen Zers and millennials increasingly start their patient journeys on social media platforms, while Gen Xers and baby boomers are more likely to turn to search engines and medical information websites, according to our December 2023 US Digital Health survey.
Here’s what’s in the full report
3files
Exportable files for easy reading, analysis and sharing.
8charts
Reliable data in simple displays for presentations and quick decision making.
Table of Contents
Executive Summary
What is the patient journey?
Sources of research and discovery vary by generation
A variety of factors influence how patients access care and purchase treatments
Trust in providers and pharmacists breeds patient loyalty
View a slide-show representation of this report’s key insights, where carefully vetted data is combined with industry trend analysis, included at no extra cost.
Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.