Generational Differences in Patients’ Health Journeys

Younger Generations Increasingly Start on Social Media, While Older Ones Are More Likely to Use Search Engines

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

  1. Executive Summary
  2. What is the patient journey?
  3. Sources of research and discovery vary by generation
  1. A variety of factors influence how patients access care and purchase treatments
  2. Trust in providers and pharmacists breeds patient loyalty
  3. What it means for healthcare and pharma marketers
  1. Sources
  2. Media Gallery

Access full deck

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.
Download PPTX

 

 

 

 

 

 

 

 

 

 

 

Access All Charts and Data

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.

authors

Dane Finley

Contributors

Donte Gibson
Senior Chart Editor
Rajiv Leventhal
Jennifer Pearson
VP, Research
Heather Sprung
Senior Editor
Sakina Thanawala
Paul Verna
VP, Content

"Behind the Numbers" Podcast