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Gen Z’s Take on Healthcare

How Can Providers and Marketers Adapt to This Digitally Native Cohort?

About This Report
Digitally native Gen Zers engage with healthcare in different ways from other cohorts—e.g., they’re likely to turn to online channels for health information before going to a doctor. Providers and marketers must quickly adapt if they want to form lasting relationships with this age group.
Table of Contents

Gen Zers are digital natives in the truest sense, accustomed to having nonstop access to the internet, smart devices, and social media. Healthcare providers and marketers will need to better understand Gen Zers’ preferences and expectations for accessing care in order to successfully connect.

Key Question: How are Gen Zers accessing healthcare, and how should providers and marketers respond?

KEY STAT: Half of Gen Z adults turn to social media platforms for health-related purposes either all the time or often, per our US Digital Health Survey 2022.


Rajiv Leventhal


Jeane Han
Senior Researcher
Lisa Phillips
Principal Analyst, Digital Health
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