
How Millennials and Generation Z Are Driving the Digital Healthcare Revolution
Millennials and Generation Z consumers are driving significant change in the US healthcare system.
This article was cowritten by Peter Scott, a journalist and editor who has been covering healthcare, business, and lifestyle trends for more than 20 years. You can contact him at
Millennials and Generation Z consumers are driving significant change in the US healthcare system.
- Appointment times (16% of millennials feel dissatisfied compared with 6% of baby boomers)
- The channel through which care is available (13% vs 4%)
- The effectiveness of the care available (12% vs 4%)
- Whether they received the medication they expected to be prescribed (10% vs 5%)
Respondents in the Gen Z category showed even higher rates of dissatisfaction with 32% saying they felt unhappy with the effectiveness of their care and 24% taking issue with medication choices, channel/location, and cost.
Millennials and Gen Zers have come of age in a world in which digital technology is ingrained in most aspects of life, from forming social circles to consuming media. But what changes are their technological fluency and drive for more accessible service creating in healthcare?
1. Online/Mobile Access to Test Results
The Accenture survey shows a rising preference for healthcare providers to deliver online and mobile-friendly services. Overall, 44% of millennials would choose a medical provider because they offered digital solutions via mobile compared with just 29% of baby boomers.
This comes as no surprise considering 65% of millennials and Gen Zers interact more with each other
The traditional process of delivering test results involves face-to-face or phone communication during specific hours. Online/mobile access offers consumers important information regarding their own health 24/7.
This brings more balance to the relationship between healthcare provider and patient/customer, according to the head of Accenture’s global Health practice, Kaveh Safavi, MD, JD:
“As more patients take control of their own healthcare, provider organizations must offer meaningful choices that fulfil the needs of all generational groups,” Safavi said. “Providers and payers who stay one step ahead of the shifts and deliver what patients are looking for will be the ones to earn loyalty, navigate disruption and be strongly positioned as the future unfolds.”
Online access to test results allows providers to cater to younger generations who are used to managing their finances, calendars, social events, and careers online. There’s no need to wait for hours, or even days, for test results, based on when a doctor or nurse can fit a chat into their schedule. The information is uploaded and accessible at a convenient time for the person whom it affects.
2. Electronic Prescriptions
The Accenture survey shows millennials and Gen Zers cite electronic prescriptions as a desirable healthcare service. Roughly 42% of millennials feel e-prescription refills are important, compared with just 30% of baby boomers.
This is a growing trend both inside and outside the United States, which is set to
Saving staff time and offering patients a more convenient experience are both considered critical factors for the move, too.
3. Virtual Consultations With Doctors
Around one-third of the respondents to Accenture’s survey have used virtual healthcare services of one kind or another (an increase of 21% since 2017).
The proliferation of video chat technology empowers patients with the freedom to consult a doctor remotely. A consultation with an
Face-to-face consultations can take place via phone, laptop, or tablet, wherever the patient has an internet connection. Patients can present their physical symptoms/injuries rather than trying to describe them as they would by phone.
4. Wearable Tech to Achieve a Healthier Lifestyle
According to eMarketer research,
The Medical Futurist reports that around 50% of millennials are
Wearable tech, such as Fitbit and smartwatches, allow millennials to measure their exercise levels, monitor their heart rate, and track their sleep patterns. Results published in an article on Amelia, a health and wellness appointment booking software site, reveal 63% of millennials would prefer
Accenture’s survey found more than half of respondents use virtual nurses to assess their health, vital signs, and medication, too.
5. Managing Appointments Online
Finally, managing appointments with doctors and nurses is another growing trend for younger generations.
Nearly half (40%) of millennials prioritize booking, cancelling, or rescheduling healthcare appointments online compared with only 19% of baby boomers. Research by GetApp found that 70% of consumers
Roughly 31% would be more likely to switch service providers if they were able to use online booking instead.
Again, it’s about convenience, self-control, and minimizing wasted time. Millennials and Gen Zers have “grown up with constant streams of data and instant access to information [...] instant gratification is their modus operandi,”
And “instant” is the key word in the digital healthcare revolution. All of the research and statistics reveal an ongoing shift to a more accessible healthcare industry in which the patient enjoys more control.
Being able to view sensitive health data, test results, schedules, and interacting with medical professionals online is shifting the power balance in patients’ favor. This is a significant departure from the traditional model, but healthcare providers must adapt to this growing demand to ensure patient/consumer satisfaction and loyalty.
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