Gen Z’s impact on healthcare: a shift towards digital, personalised, and proactive approaches that cater to their unique needs.
Understanding Generation Z: A New Paradigm for Healthcare
Generation Z, or Gen Z, are born between the mid 1990s and the early 2010s. This is a generation raised in a digital world; they grew up using smartphones, having constant internet access, and communicating through social media. They are known for their digital savviness, diversity, and have a strong sense of social justice. This has shaped perspectives and expectations in unique ways, particularly in relation to healthcare. This article will delve into the views and perspectives of Gen Z on the healthcare system and healthcare professionals. It aims to provide insights that can help healthcare professionals understand what Gen Z is focused on in terms of health and wellness. By understanding these priorities, healthcare professionals can better serve their Gen Z patients, creating a healthcare experience that meets their unique needs and expectations.
Telehealth and Mobile Health Apps
Being tech-savvy, Gen Z favours digital solutions. They also prefer flexibility and efficiency. Consequently, they are increasingly turning to telehealth and mobile health apps. Notably, the use of telehealth services doubled across Asia-Pacific during the pandemic and remained steady in 2023. These platforms enable online appointment booking and reduce waiting times, making healthcare more accessible, quick, and convenient. Wearables such as smartwatches and smart rings also play a significant role, allowing Gen Z to actively monitor and manage their health through mobile apps.
Proactive Health Management
A survey by Bain Healthcare Asia-Pacific in 2023 revealed that 51% of Asia-Pacific consumers, including 58% of Gen Z, are willing to pay more out of pocket for better health outcomes, experiences, and efficiency.
This finding indicates Gen Z’s proactive approach to health, including a strong focus on preventative care. In addition, they are more likely to undergo genetic testing for early detection and personalised treatment plans. This generation values early screening, leading to a higher demand for comprehensive full-body health checks. To meet these needs, healthcare professionals should offer various preventative care options, such as suggesting appropriate nutrition supplementation and comprehensive screenings.
Personalisation
Advances in technology and the widespread use of wearables have made personalised healthcare possible. In China, approximately 30% of consumers seek personalised products and services that leverage biometric data for tailored recommendations, aligning with Gen Z’s preference for customised solutions that fit their unique health and lifestyle needs.
Furthermore, with the advancements and integration of generative AI, they can obtain real-time adjustments and feedback on wearables. Generative AI together with their biometric data allow for customised plans, empowering them to take control of their health in a more informed and proactive way.
Emphasising Mental Health and Well-Being
Recently, global insurer AXA revealed that 54% of Gen Zs worldwide and 51% in Asia are experiencing poor mental health post-pandemic. Therefore, it is not surprising that Gen Z places a strong emphasis on mental health and overall well-being. Healthcare professionals and systems can focus on providing a blend of primary care integrated with mental health services and stress management to meet their needs.
Further, a McKinsey survey in 2022 revealed that Gen Z were less satisfied with behavioural healthcare like counselling and therapy, scoring 3.7 out of 5.0 compared to Gen X who rated 4.1. Similarly, digital mental health apps, tools, and tele-behavioural health services were rated lowest compared to the older generations. Gen Z prefers telehealth services to feel “less official” and found difficulty in forming trusted connections with therapists. In addition, many Gen Z highlighted difficulties in finding psychologists that they felt comfortable with and remembered details from previous sessions. Healthcare professionals have to employ a user-centred approach and develop experiences that align with Gen Z preferences and needs. For instance, using tools that are engaging and approach patients with more understanding and compassion.
Shared Decision-Making and Transparency
Gen Z values transparency and direct involvement in their healthcare decisions. They expect open communication and clear explanations from their healthcare professionals to come to a shared and well-informed decision. This requires that healthcare professionals ensure they communicate effectively and provide clear information to enable patients to take an active role in their healthcare decisions.
On the same note, Gen Z desires transparency regarding healthcare pricing. Not only do they prefer telehealth services for convenience, but they also view them as a cost-saving tool. Another reason Gen Z values preventative care is to mitigate long-term healthcare expenses. Healthcare professionals need to adapt by offering transparent pricing models and incorporating preventive measures to align with their financial and health priorities.
Data Privacy and Security
As healthcare increasingly integrates technology, data privacy and security are paramount concerns for Gen Z. As doctors, it is crucial to understand and respect these concerns. Implementing clear regulations and robust security measures in the clinical setting or through telehealth is a requirement to build trust with Gen Z patients. This goes beyond the basic professional obligation of protecting patient information. It extends to how the information is used, who has access to it, and how patients are informed about these processes. By doing so, healthcare professionals can meet the expectations of Gen Z patients and foster a relationship of trust and mutual respect.
Asia’s Evolving Perceptions of the Ideal Doctor
In Asia, doctors have traditionally been viewed as authoritative figures. However, perceptions have shifted with newer generations, bringing new preferences. A qualitative study interviewing Gen Zs in Indonesia, Singapore, and Malaysia revealed their expectations for an ideal doctor. The ideal doctor is characterised by their integrity, informed intelligence, and ability to inspire.
Source: Rosa, E. Y., & Sugandi, M. S. (2023). The ideal doctor image in Asian countries: A qualitative study of Gen Z patient’s perspective. Eduvest – Journal of Universal Studies, 3(7), 2775-3735.
Besides being medically proficient, they want doctors who are technologically savvy, culturally sensitive, actively listen, show understanding and compassion, and use effective verbal and nonverbal communication. Additionally, they value an approach that balances autonomy and connection, where doctors honour patients’ wishes to be involved in decision-making while also providing expert advice. Therefore, placing importance on patient education is important, ensuring Gen Z patients are aware of where they can find additional information and reassuring them that their doctors are available for further queries.
Conclusion: The Future of Healthcare with Gen Z
Healthcare professionals must embrace these evolving trends to effectively cater to Gen Z patients. This involves not only adopting new technologies and communication strategies but also rethinking healthcare delivery to emphasise prevention, mental health, and personalised care. Gen Z places great importance on privacy in healthcare and expects doctors to handle sensitive information securely. They value doctors who take time to explain conditions and treatments in detail and who consider the patient’s emotional and psychological well-being as part of the care process. This new ideal places a higher value on soft skills, patient education, and a personalised approach to care, reflecting a broader shift towards a more patient-centred healthcare model and setting a new standard for future healthcare innovations.
References
- Kapur, V., Boulton, A., Angus, D., & Sukhrani, D. (2024, April 3). Asia-Pacific front line of healthcare 2024: Consumer engagement and technology are reshaping healthcare. Bain & Company. https://www.bain.com/insights/asia-pacific-front-line-of-healthcare-2024/
- McKinsey & Company. (2024, January 16). The trends defining the $1.8 trillion global wellness market in 2024. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/the-trends-defining-the-1-point-8-trillion-dollar-global-wellness-market-in-2024?cid=other-eml-mtg-mip-mck&hlkid=54f51c678f164e64b81b88f2b4f5146a&hctky=1926&hdpid=a91cc4a1-cb5d-48e8-9020-050490cd48c6
- McKinsey & Company. (2022, January 14). Addressing the unprecedented behavioral-health challenges facing Generation Z. https://www.mckinsey.com/industries/healthcare/our-insights/addressing-the-unprecedented-behavioral-health-challenges-facing-generation-z
- Rosa, E. Y., & Sugandi, M. S. (2023). The ideal doctor image in Asian countries: A qualitative study of Gen Z patient’s perspective. Eduvest – Journal of Universal Studies, 3(7), 2775-3735. https://doi.org/10.12345/edujourn.2023.3775
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