Gen X: The healthcare consumer is born
Understanding Generation X (age 30-45)
Generation X represents the first generation of true healthcare consumers. Still in their 30s and early 40s, they have yet to create a high demand for healthcare services but are curious and actively seek information.
Members of Generation X have an affinity for healthcare brands and shop for healthcare much like they shop for retail goods and services. Gen X patients are only moderately responsive to healthcare advertising, favoring TV and in-office messages above other media, but they also have a natural tendency to consult online information sources including rating and review sites.
They have short-term expectations of their healthcare provider relationships, and will switch doctors and physicians based on recent experiences, a trait they share with younger Millennial consumers.
Factors for Hospital Selection:
- Hospital reputation 28%
- Prior experiences 23%
- Physician’s recommendation 18%
- Proximity/location 12%
- Advanced technology 10%
To learn more about Generation X and marketing tactics to engage them, download the white paper: Healthcare Consumers – The New Reality