The Different Types of Healthcare Patients and How to Communicate with Them

The Different Types of Healthcare Patients and How to Communicate with Them

In a fast paced world, each generation and each culture have had drastically different experiences. Looking at each individual as a potential patient means learning how to communicate effectively with many types of healthcare patients. One of the easiest, most effective ways to connect with patients is via generational healthcare marketing, a strategy that targets specific patient groups based on age, unique traits, and circumstances. Let’s break down the biggest generations and how they consume information. 

Generation Z: People born between 1997 and 2012.

Gen Z is still pretty young, but it would be a misconception to think they are not seeking healthcare. In reality, Gen Z makes up 40 percent of U.S. consumers, and they are a healthcare-active age group. 

According to a study by subscription-based music streaming service Pandora, 83 percent of its Gen Z listeners visited a healthcare professional within the past year. Nearly 20 percent saw a specialist for the first time. Gen Zers are proponents of preventive and mental health services. But they also value convenience, with half who took part in the Pandora study saying they would switch medical or insurance providers if it meant gaining regular access to virtual care. 

As a group that grew up on the internet and is constantly bombarded with brands and ads, Gen Z values authenticity above all else. They describe themselves as “loyal, compassionate and genuine” and want the same in their communications. They want the brands they work with to be authentic and direct.   

Gen Z is known as the “snack media” generation because they have the shortest attention span and will often scroll snack-sized bits of content in a matter of seconds. Their preferred digital communication is text, and social media marketing is extremely effective. For business communications, good old-fashioned email is also great.  

Millennials: People born between 1981 and 1996

Pandora reported that its Millennial audience is also highly engaged in their health. More than 80 percent had visited a healthcare professional in the past year. Seven in 10 saw a primary care provider, and 41 percent visited a specialist.

Like Gen Z, Millennials value convenience: 55 percent of Pandora’s Millennial listeners said they would switch providers to gain regular access to virtual care, and 71 percent prioritize the ability to get an appointment quickly. This group also values provider loyalty, with 6 in 10 agreeing that seeing the same physician at every visit is important to them.

Millennials are skeptical of traditional ads, but are open to newer channels. They can easily spot obvious advertisements, which they tend to ignore. A survey by a Michigan business development service found that almost 85 percent of Millennials don’t trust traditional ads. As far as tone, Millennials tend to prefer straight-to-the-point, clever writing.

A podcast is a great way for a healthcare provider to reach and resonate with this group. Half of Millennials surveyed by Pandora said they listen to podcasts to benefit their physical, mental, and emotional well-being. Millennials care about values and authenticity. They want flexibility so you want to be flexible in your approach and service options. Other great ways to communicate with millennials include patient portals, healthcare apps, texting, user generated content, and social media marketing.

Gen X: People born between 1965 and 1980

Gen X has significant influence when it comes to healthcare, according to Pandora. Eighty-six percent said they had visited a healthcare professional in the past year. 

Pandora reported that its Gen X listeners are especially health conscious, with 68 percent receiving annual physicals. They are at an age when preventive care can significantly impact their long-term health. Also, because many are responsible for both the health of their children and their aging parents, a focus on family care is particularly relevant to them.

Gen X is comfortable with technology, and can be engaged via patient portals, telemedicine, healthcare apps, email communication, social media and online educational resources. They also respond well to traditional generational healthcare marketing methods such as TV and direct mail. 

Baby Boomers: People born between 1955 and 1964

According to Hearst, Baby Boomers tend to be heavy healthcare consumers, due to their age-related higher chances of chronic conditions and strong interest in preventive care. They are more affluent than other generations and more likely to spend money on healthcare.

Boomers are active in their preventative health and are more likely to exercise regularly, eat a healthy diet, and get regular checkups and screenings than younger generations. They are also more open to alternative forms of healthcare than older generations. For example, 41 percent of Boomers in the Pandora study reported having visited a psychiatrist or clinical psychologist. 

When talking to boomers, it’s important to emphasize trustworthiness and experience. Boomers tend to be skeptical of marketing messages that sound “too good to be true.” They aren’t online as much as the younger generations, but they often consult online reviews for information, so monitoring and managing online reputation is still important. 

Baby Boomers are best reached with traditional print media; TV; search engine optimization; pay-per-click and display ads; and personalized emails. When it comes to generational healthcare marketing, they prefer a friendly, conversational tone and want educational content tailored to their needs. 

Generational healthcare marketing using simple, targeted messaging that works

Regardless of age, everyone wants to work with organizations that are value-based, authentic, and good at their jobs. Keep your messaging clean and direct. Avoid sounding too promotional and start sounding more “real.” Also, be mindful to not use AI for all communications because that’s not how real people talk. 

If you have a small healthcare business, but lack the time and/or expertise to effectively communicate with your audience or apply generational healthcare marketing techniques, Watch Media Group can help. We are experts in healthcare marketing and many other types of communications. If you need help with blogs, social media, or emails, reach out to us here.