Gen Z might be the most stressed generation yet. The internet provides constant exposure to the doom and gloom of the modern world; mass shootings, sexual harassment, a global pandemic, etc., so they have a lot on their minds. With so many terrible events on their minds all the time, it should come as no surprise that members of this generation also tend to have poor mental health.

However, all is not as dark as it might seem. While Gen Z may suffer the most from mental health disorders, they are also more open than any preceding generation when it comes to discussing these issues. They are open to talking about them, and they are willing to ask for help. For practices that are looking to provide them the help they need, this openness also presents an opportunity.

Marketing to Gen Z must be designed around showing them that you understand on a personal level what they need. Doing so will not only gain a patient in the present, it also holds the potential to create a loyal, lifelong customer.

What Does Gen Z Want from Healthcare?

Gen Z is the first generation raised entirely in the digital age; in other words, they are digital natives. They have spent their lives with social media, smartphones, and apps. For them, service transactions provide an instant return; not having to wait in line and with very little human interaction.

Similar to Millennials, the generation that preceded them, Gen Z is not satisfied with the effectiveness of their care. Rather than having a primary care physician, they are more likely to consult Google or go for the convenience offered by walk-in or urgent care clinics. This inclination towards using the internet also extends to their interactions with their providers, with them likely appreciating any apps or websites that allow for direct patient-provider communication. Another similarity with millennials presents itself when considering loyalty to a physician; both generations are more likely to choose based on convenience and price, rather than relying on preexisting relationships with a provider.

An upside to the high levels of digital literacy found in this generation is the fact that they are more open to trying new and innovative approaches to care delivery.

Marketing to Digital Natives

Being the first generation comprised entirely of digital natives, Gen Z spends more time online than any before them. This being the case, they naturally prefer a digital healthcare experience as well. The key to marketing to this demographic is mobile; where previous generations had the television or the personal computer, Gen Z spent most of their time on the smartphone. The ability to access whatever they want and whenever they want has also cultivated a low tolerance level for wordy ads, or prolonged commercial breaks.

Platforms like YouTube and TikTok have also proven that bite-sized portions of content are extremely popular. Short videos posted on their favorite social media platforms are a recipe for success. Implementing an effective TikTok view strategy with short videos posted on their favorite social media platforms is a recipe for success.

Generation Z is different from any generation that has come before. Access to the internet since birth has created a desire to be in control of every aspect of their lives, and as such healthcare marketing aimed at them must adapt to suit their needs.