Bridge the Generational Gap by Understanding Unique Digital Patient Journeys
Bridge the Generational Gap by Understanding Unique Digital Patient Journeys
Each patient is on a unique journey, from developing symptoms to adhering to treatments. Digital resources can support patients at every stage of their path to a healthy lifestyle. M3 MI’s 2023/2024 MARS Consumer Health Study provides the latest data on how different generations utilize these resources. The following shows how Gen Z/Millennials and Gen X/Baby Boomers differ in their online healthcare research throughout their patient journey.
While Gen Z/Millennials spend 1.5 more hours per day on the internet (7.2 hrs. vs. 5.7 hrs.), Gen X/Baby Boomers utilize digital resources more at specific points in their journey. At the start, Gen Z/Millennials are 32% more likely than Gen X/Baby Boomers to agree that the internet is the first source they turn to when researching health and wellness. The appearance of symptoms marks the beginning of the patient digital journey.
Disease Awareness & Research
When symptoms arise, both groups are equally likely to research them online, whether for themselves or someone else experiencing the symptoms (30% of Gen X/Baby Boomers and 29% of Gen Z/Millennials).
However, Gen X/Baby Boomers are 21% more likely than Gen Z/ Millennials to look online for a particular health condition.
Finding a Doctor
Looking for a doctor? Gen Z/Millennials are 50% more likely than Gen X/Baby Boomers to use the internet to find one.
Additionally, they also conduct more research on healthcare professionals, being 68% more likely to read reviews of doctors or other HCPs (23% vs 13% for Gen X/Baby Boomers).
Treatment Consideration
Both generation groups are equally likely to have researched treatments online in the last 30 days (21% Gen X/Baby Boomers, 20% Gen Z/Millennials). They also both seek quick answers when researching a prescription drug (71% Gen Z/Millennials and 69% Gen X/Baby Boomers).
When it comes to researching costs of treatments, Gen Z/ Millennials are 57% more likely to use the internet to compare (20% vs. 13% for Gen X/Baby Boomers).
Conversion
Among those with a chronic condition and taking a prescription, Gen Z/Millennials are twice as likely to purchase a medication or other health related items/services online than Gen X/Baby Boomers.
They are also more likely to try and save money; 18% of Gen Z/Millennials will also utilize a mobile app/discount card from a prescription savings program (e.g., GoodRx, SingleCare, etc.) compared to 13% of Gen X/Baby Boomers.
When receiving a new script, 40% of these Gen Z/Millennials find discussions about the drug on social networks helpful.
Monitoring
Gen X/Baby Boomers are 17% more likely to use a patient portal to access health records or test results than Gen Z/Millennials. However, 23% of Gen Z/Millennials have used a patient portal app compared to 17% of Gen X/Baby Boomers.
Gen Z/Millennials agreed that using a home-based/mobile monitoring device that sends data to an HCP would help them make better decisions (72% vs 59% for Gen X/Baby Boomers.
Adherence
Gen Z/Millennials are twice as likely as their Gen X/Baby Boomers counterparts to report that they sometimes stop taking a prescribed medication without consulting a doctor.
In both generational groups, 1 in 5 agree that a dedicated website with information about the drug and/or their condition is helpful when receiving a new drug prescription.
In conclusion, both generational groups engage with various digital resources at different points in their patient journey. To bridge the generational gap, Gen Z/Millennials need more messaging on costs and promotion of treatment research and discussion groups online. Gen X/Baby Boomers need more information on symptoms/conditions and access to their personal health information.
To gain a deeper understanding of other patient digital journeys, including their motivations and triggers at various stages, marketers can leverage M3 MI’s MARS Consumer Health study. This comprehensive study covers over 100 health conditions and more than 40 information sources, helping you refine your marketing strategies.
Source: Source: M3 MI’s 2023/2024 MARS Consumer Health Study
Information
For more information on detailed study results from M3 MI/Kantar Media Healthcare Research, including at the specialty level, contact us at info@M3-MI.com.