By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
Health Works CollectiveHealth Works CollectiveHealth Works Collective
  • Health
    • Mental Health
    Health
    Healthcare organizations are operating on slimmer profit margins than ever. One report in August showed that they are even lower than the beginning of the…
    Show More
    Top News
    improving patient experience
    6 Ways to Improve Patient Satisfaction Within Hospitals
    December 1, 2021
    degree for healthcare job
    What Are The Health Benefits Of Having A Degree?
    March 9, 2022
    custom software development is changing healthcare
    Digital Customer Journey Mapping and its Importance for Healthcare
    July 21, 2022
    Latest News
    Grounded Healing: A Natural Ally for Sustainable Healthcare Systems
    May 16, 2025
    Learn how to Renew your Medical Card in West Virginia
    May 16, 2025
    Choosing the Right Supplement Manufacturer for Your Brand
    May 1, 2025
    Engineering Temporary Hospitals for Extreme Weather
    April 24, 2025
  • Policy and Law
    • Global Healthcare
    • Medical Ethics
    Policy and Law
    Get the latest updates about Insurance policies and Laws in the Healthcare industry for different geographical locations.
    Show More
    Top News
    Can Thinking Younger Make You Live Longer?
    April 20, 2011
    Image
    Obesity’s Outlook Unchanged
    June 13, 2011
    When It’s An Emergency Elderly Not Treated As Well in Hospitals
    July 16, 2011
    Latest News
    Building Smarter Care Teams: Aligning Roles, Structure, and Clinical Expertise
    May 18, 2025
    The Critical Role of Healthcare in Personal Injury Recovery: A Comprehensive Guide for Victims
    May 14, 2025
    The Backbone of Successful Trials: Clinical Data Management
    April 28, 2025
    Advancing Your Healthcare Career through Education and Specialization
    April 16, 2025
  • Medical Innovations
  • News
  • Wellness
  • Tech
Search
© 2023 HealthWorks Collective. All Rights Reserved.
Reading: Who Is the Healthcare Consumer?
Share
Notification Show More
Font ResizerAa
Health Works CollectiveHealth Works Collective
Font ResizerAa
Search
Follow US
  • About
  • Contact
  • Privacy
© 2023 HealthWorks Collective. All Rights Reserved.
Health Works Collective > eHealth > Social Media > Who Is the Healthcare Consumer?
BusinessSocial Media

Who Is the Healthcare Consumer?

Nicola Ziady
Last updated: September 12, 2013 8:00 am
Nicola Ziady
Share
6 Min Read
healthcare consumers
SHARE

Hospitals are discovering it’s not enough to deliver quality care to remain competitive. Today’s knowledgeable healthcare consumers, especially younger patients, consider brand reputation and patient experience before their physician referral. Hospitals need to communicate their competitive position and deliver the expected patient experience to connect with younger generations.

Contents
How each generation makes care decisionsUnderstanding the Greatest Generation (age 65-75+)Understanding the Baby Boomer Generation (age 45-65)Understanding Generation X (age 30-45)Understanding Millennials (age 20-30)

Hospitals are discovering it’s not enough to deliver quality care to remain competitive. Today’s knowledgeable healthcare consumers, especially younger patients, consider brand reputation and patient experience before their physician referral. Hospitals need to communicate their competitive position and deliver the expected patient experience to connect with younger generations.

This is a new expectation for healthcare marketers, but for the majority of retail brands it has always been this way. More and more, patients are shopping around for care, the same way they do for other consumer services. Patients are actively researching their clinical care alternatives to determine how and where they will spend their healthcare dollars.

How each generation makes care decisions

To attract and engage patients, agencies like Smith & Jones help hospital marketers understand the evolution of the healthcare consumer and what elements influence each demographic group.

More Read

iphone-smartphone-apps-apple-inc-40011.jpeg
Even More Proof That Google Deserves Your Medical Marketing Dollars
Partners HealthCare Goes Global: Is It a Good Idea?
Emergency Room: Revolving Door or Backstop?
Should You Give Up on ACOs?
The Steve Jobs Example: When to Call it Quits

healthcare consumers

Understanding the Greatest Generation (age 65-75+)

People 65 and older make up about 12% of the US population but they also account for 355 of hospital stays and 38% of all emergency room medical care. They require more and longer patient visits and expect a very high level of service from their doctors.

This generation follows their doctors’ recommendations for their care and rely on them for health information and referrals. We have to keep in mind, however, that their children, the baby boomers, may be making their healthcare decisions.

When selecting a hospital, this  “greatest generation” patient is influenced by their doctor suggestions or where they have had prior care, followed by the hospital’s reputation or its proximity to their home.

Factors influencing this demographic in their hospital selection:

  • Physician recommendation 28%
  • Prior experience 20%
  • Hospital reputation 18%
  • Location 14%

healthcare marketing

Understanding the Baby Boomer Generation (age 45-65)

Baby boomers are the ‘silver tsunami’, this is a growing population of senior citizens which is changing the entire healthcare industry. They question everything and search for new healthcare solutions. Boomers are also act as caregivers for both their parents in the “greatest generation” and for their Gen-X and Gen-Y kids and grandchildren.

This huge generation is influenced by their doctors, but they research their own options, they challenge proven assumptions and rely heavily on conversations with peers to make their healthcare choices. Boomers seek information online, mostly in response to a TV ad or printed collateral.

Factors for Hospital Selection:

  • Physician recommendation 25%
  • Hospital reputation 22%
  • Prior clinical experiences 20%
  • Advanced technology 12%
  • Location 10%

understanding health consumers

Understanding Generation X (age 30-45)

Gen-X is the first true generation of healthcare consumers. They are still in their mid-30s and early 40s and have yet to create a high demand for health services but are curious and actively seek information.

Members of Gen-X have a massive attraction to healthcare “brands” and shop for healthcare much like they shop for retail services. Gen-X patients are moderately responsive to hospital tv advertising, but they also have a natural tendency to consult online information sources including rating and review sites. This group has short-term expectations of their healthcare providers and will swap doctors based on their latest experiences.

Factors for Hospital Selection:

  • Hospital reputation 28%
  • Prior experiences 23%
  • Physician recommendation 18%
  • Location 12%
  • Advanced technology 10%

generations of healthcare

Understanding Millennials (age 20-30)

Gen-Y, known as Millennials, make up 75 million adults born since 1982. Still only in their 20s, they have limited use of inpatient or outpatient services and access healthcare mostly through primary care, urgent care and OB/GYN providers.

This set of young adults shop for healthcare mega brands! They are influenced by impactful advertising, reputation and patient experiences. Millennials seek health information from multiple different sources, online search, reviews sites and most importantly, their social networks. This young group value personal relationships with their physicians but are likely to switch doctors or hospitals if they have a negative experience.

Factors for Hospital Selection

  • Hospital reputation 27%
  • Prior experiences 25%
  • Physician recommendation 18%
  • Location 10%
  • Advanced technology 8%

* Content and facts from this article were sourced from Smith & Jones. Smith & Jones is an advertising agency who specialize in marketing hospitals and provider networks. Read more on smithandjones.com.

Original Post

Share This Article
Facebook Copy Link Print
Share

Stay Connected

1.5kFollowersLike
4.5kFollowersFollow
2.8kFollowersPin
136kSubscribersSubscribe

Latest News

Clinical Expertise
Building Smarter Care Teams: Aligning Roles, Structure, and Clinical Expertise
Health care
May 18, 2025
Grounded Healing: A Natural Ally for Sustainable Healthcare Systems
Grounded Healing: A Natural Ally for Sustainable Healthcare Systems
Health
May 15, 2025
Learn how to Renew your Medical Card in West Virginia
Learn how to Renew your Medical Card in West Virginia
Health
May 15, 2025
Dr. Klaus Rentrop Shares Acute Myocardial Infarction heart treatment
Dr. Klaus Rentrop Shares Acute Myocardial Infarction
Cardiology
May 13, 2025

You Might also Like

Healthcare Reputation Management in a Web 3.0 World

March 16, 2015
siemens healthcare
BusinessHealth ReformPolicy & LawTechnology

RSNA 2013: Obamacare and Manufacturers – A Siemens Perspective

December 4, 2013
medical call centers benefits
Wellness

Best Practices for Healthcare Call Centers Should Follow in 2023

February 16, 2023

Social Media Safety: Virtual Connections Provide Realtime Results

October 23, 2014
Subscribe
Subscribe to our newsletter to get our newest articles instantly!
Follow US
© 2008-2025 HealthWorks Collective. All Rights Reserved.
  • About
  • Contact
  • Privacy
Welcome Back!

Sign in to your account

Username or Email Address
Password

Lost your password?