【博雅公关BCW】2025Z世代呼唤医疗连接与变革研究报告_17页_2mb

Gen Z: Calling for Healthcare Connection and Change

Core Content

Gen Z, born between 1997 and 2012, comprises approximately 30% of the global population and is the first generation to be defined as "digital natives." They are currently in young adulthood and newly independent, wielding significant cultural influence with a purchasing power estimated at $450 billion in 2023. Their healthcare experiences and attitudes have been profoundly shaped by the global pandemic, which challenged their previously held belief in health invincibility and highlighted the importance of proactive health management.

Main Points

• Health Awareness and Proactivity: Gen Z are more concerned about both mental and physical health post-pandemic than before. They are proactive in managing their health, researching, and advocating for care.

• Emotional Experience with Healthcare: As they take on responsibility for their own health, Gen Z experience a mix of positive and negative emotions. While 34% feel independent and 29% confident, 26% feel stressed, 21% overwhelmed, and 21% afraid.

• Healthcare System Frustrations: Gen Z express widespread frustration with both public and private healthcare systems, particularly due to high costs and poor communication. Over 38% have declined healthcare or avoided seeing a doctor because of cost.

• Preference for In-Person Care: Despite being digital natives, Gen Z value in-person (IRL) connection over virtual convenience. They seek personal interaction, trust, and understanding from healthcare providers, with 69% emphasizing the importance of feeling like an individual.

• Telehealth Challenges: Many Gen Z users of telehealth face issues such as lack of personal touch, limited physical examination capabilities, and concerns about care quality. About 40% are worried about the quality of care provided through telemedicine.

• Social Media Skepticism: Although Gen Z uses social media for health information, they are highly skeptical of its accuracy. Over 79% are aware of the prevalence of health misinformation online, and only 43% trust pharmaceutical companies to communicate effectively with them.

• Demand for Personalized Care: Gen Z expects personalized, empathetic care and are open to holistic or alternative approaches to wellness. However, they feel that healthcare providers do not give them enough time and attention, with 55% reporting this issue.

• Need for Better Communication: Gen Z values clear communication, active listening, and understanding from healthcare professionals. They are more likely to engage with content that is relevant, understandable, and relatable.

Key Findings

• Mental and Physical Health Prioritization: Gen Z prioritize both mental and physical health more than previous generations.

• Holistic Approaches: 52% are open to using holistic or alternative wellness methods such as yoga, meditation, and herbal medicine.

• Decipher Health Insights: Burson's proprietary AI tool, Decipher Health, predicts the believability and virality of health-related messages, offering deeper insights into Gen Z's healthcare needs and expectations.

• Believability and Impact Scores:

  • 81% of Gen Z believe that health misinformation is a significant issue.
  • 92% believe that Gen Z is more informed about health than older generations.
  • 57% believe that healthcare providers are equally as believable as Gen Z.
  • 64% believe that Gen Z is more proactive in health decisions.
  • Only 38% believe that pharmaceutical companies care about them.

Call to Action

Gen Z is a growing and influential health consumer group that demands a more personalized, transparent, and empathetic healthcare experience. The healthcare industry must adapt to meet their needs, challenge outdated assumptions, and prioritize communication that resonates with their values and expectations. This includes:

• Addressing misinformation and providing factual, timely, and relatable health information.
• Enhancing communication and listening skills of healthcare providers.
• Ensuring access to in-person care and meaningful provider-patient relationships.
• Building trust with Gen Z through authentic and data-driven engagement.

By doing so, the healthcare system can better support Gen Z in their health journeys and foster a more inclusive, human-centric future.