Gen Z Approach to Healthcare – Asrar Qureshi’s Blog Post #1109

Gen Z Approach to Healthcare – Asrar Qureshi’s Blog Post #1109

Dear Colleagues! This is Asrar Qureshi’s Blog Post #1109 for Pharma Veterans. Pharma Veterans Blogs are published by Asrar Qureshi on its dedicated site https://pharmaveterans.com. Please email to pharmaveterans2017@gmail.com  for publishing your contributions here.

Erin Li

Credit: Kaboompics

Credit: RDNE Stock Project

Preamble

The healthcare landscape is undergoing a major shift, not only due to technological advancements and pandemic-induced reforms, but also because of changing consumer behaviors. At the center of this evolution is Generation Z, the cohort born between 1996 and 2010. As the first truly digital-native generation, Gen Z is redefining how healthcare is consumed, understood, and accessed.

Unlike previous generations, Gen Z approaches healthcare with a tech-first mindset. This generation lives online — they socialize, learn, shop, and increasingly, manage their health via digital platforms. Their expectations around healthcare are vastly different, posing both challenges and opportunities for healthcare providers, manufacturers, marketers, and healthcare innovators. 

The Rise of the Digital Patient

Gen Z’s relationship with digital tools is foundational. Having grown up with smartphones, social media, and on-demand content, they are fluent in navigating digital environments. This fluency extends to their healthcare habits. When Gen Z faces health questions, their first instinct is often to consult digital platforms — not necessarily doctors.

Platforms like YouTube, TikTok, and Instagram have emerged as popular sources of health information. In many cases, influencers and content creators serve as the first point of contact on medical topics. While this democratization of information can increase accessibility, it also raises concerns about the reliability and accuracy of the content Gen Z consumes.

The implication is clear: healthcare providers must establish a digital presence. More than just having a website or offering online appointments, healthcare organizations need to actively participate in the digital spaces Gen Z frequents. By providing trustworthy, relatable, and engaging content, providers can guide Gen Z toward informed health decisions.

Mental Health: A Generation-Wide Priority

Perhaps one of the most striking behavioral trends among Gen Z is their proactive approach to mental health. Data from McKinsey reveals that nearly 30% of Gen Z adults have sought mental health services in the past two years — a rate double that of baby boomers.

This openness is a stark contrast to older generations, where mental health concerns were often stigmatized or suppressed. For Gen Z, mental well-being is considered as critical as physical health. The conversations around anxiety, depression, burnout, and therapy are happening out in the open, often on social platforms.

Healthcare providers must recognize this cultural shift. Expanding access to mental health services, integrating behavioral health into primary care, and supporting virtual therapy platforms are just a few ways the system can respond. Moreover, embracing Gen Z’s candidness around mental health can help destigmatize these issues for all demographics.

Gaps in Preventive Care

Despite their strong digital and mental health engagement, Gen Z shows a notable gap when it comes to preventive care. Only 47% reported attending annual wellness visits. Instead, a large number — 37% — have recently used emergency rooms for acute needs.

This trend may reflect a combination of factors: lack of trust in traditional care systems, poor accessibility, insufficient education around preventive health, or simply the immediacy culture that Gen Z is immersed in.

Preventive care is essential for early diagnosis, long-term wellness, and cost efficiency in healthcare systems. To engage Gen Z, healthcare providers must rethink how they promote and deliver preventive care. Messaging should focus on convenience, personalization, and relevance — ideally delivered via the channels Gen Z uses daily. Mobile-first appointment booking, telehealth, and user-friendly apps can make preventive care more appealing.

Provider Loyalty is Fading

Another characteristic of Gen Z is their lack of brand or provider loyalty in healthcare. According to McKinsey, 77% of Gen Z are open to switching providers, and 27% have already done so in the past two years.

This lack of loyalty is not necessarily a negative. It reflects Gen Z’s desire for quality, flexibility, and value. If they feel underserved, disrespected, or inconvenienced, they are likely to seek alternatives — just as they would when switching brands of clothing or mobile apps.

To earn and retain Gen Z’s trust, healthcare providers must go beyond traditional relationship-building. Clear communication, transparency in pricing, cultural sensitivity, and frictionless digital experiences all play a role. Personalization is particularly crucial: Gen Z expects services that recognize them as individuals, not just as patients.

The Role of Social Media in Health Decisions

Social media is not just a communication tool for Gen Z — it is an ecosystem where opinions are formed, influencers are followed, and lifestyle choices are shaped. Health is no exception.

From fitness advice to skincare routines, dietary tips to mental health stories, Gen Z consumes vast amounts of health-related content online. In fact, they are more likely to try a wellness product recommended by a TikTok influencer than one recommended by a traditional ad or even a healthcare provider. This trend has both potential and peril. On the one hand, social media can make healthcare information more accessible and engaging. On the other, it can spread misinformation, promote dangerous trends, or delay necessary medical treatment.

The solution lies in co-opting the medium. Healthcare organizations can collaborate with credible influencers, produce short-form videos addressing common health concerns, and join trending health conversations with science-backed insights. By entering Gen Z’s digital world, providers can help separate fact from fiction.

Building Trust in a Distrusting Generation

Many Gen Zers exhibit a healthy skepticism toward institutions — including healthcare systems. They value transparency, authenticity, and inclusion. To build trust, healthcare providers must align with these values.

That means speaking in clear, jargon-free language. It means being upfront about pricing, processes, and risks. It also involves acknowledging and addressing the systemic inequities in healthcare that Gen Z is deeply aware of.

Representation matters too. Gen Z wants to see themselves reflected in their healthcare experiences — whether it’s through diverse practitioners, inclusive messaging, or culturally competent care. Providers who embrace diversity and social responsibility will resonate more deeply with this generation.

What Healthcare Leaders Should Do Next

To stay relevant in a Gen Z-driven healthcare future, leaders must:

• Invest in Digital Health: Expand telehealth, mobile apps, AI-driven personalization, and virtual care tools.

• Strengthen Mental Health Services: Make therapy and mental health support accessible, affordable, and stigma-free.

• Engage on Social Media: Partner with health influencers, create credible content, and be present where Gen Z spends their time.

• Redesign Preventive Care Delivery: Make wellness visits easier, more appealing, and digitally enabled.

• Focus on Personalization and Transparency: Treat Gen Z as informed consumers who expect clarity, empathy, and customization.

• Build Inclusive and Diverse Experiences: Ensure equity in care, representation in messaging, and cultural competence in delivery.

Sum Up

Gen Z is not just the future of healthcare — they are the ‘present’. Their preferences, expectations, and behaviors are already influencing healthcare design, delivery, and innovation. For providers and stakeholders willing to evolve, this shift is not a threat but an incredible opportunity.

Healthcare that meets Gen Z where they are — online, mental health-aware, transparency-driven, and diversity-focused — will not only gain their loyalty but also lead the way in building a more equitable and effective system for all generations.

Concluded.

Disclaimers: Pictures in these blogs are taken from free resources at Pexels, Pixabay, Unsplash, and Google. Credit is given where available. If a copyright claim is lodged, we shall remove the picture with appropriate regrets.

For most blogs, I research from several sources which are open to public. Their links are mentioned under references. There is no intent to infringe upon anyone’s copyrights. If, any claim is lodged, it will be acknowledged and recognized duly.

Reference:

https://www.mckinsey.com/industries/healthcare/our-insights/healthcare-blog/meet-gen-z-social-media-and-digital-tools-are-key-in-healthcare?cid=omcknsl-eml-nsl--mck-ext-----&hlkid=777252a046c8443ea5c64246d5c945b2&hctky=15999472&hdpid=0bd04f69-d814-45b1-8e48-9cefb9dcf19b