Engaging younger generations in preventive healthcare

A recent study highlights how Generation Z struggles to make preventive healthcare a habit, with a significant percentage skipping annual visits and lacking a clear understanding of what preventive care entails. To address this, we examine how preventive care is perceived across different generations, explore their attitudes towards it, and identify a few strategies to help Gen Z -ers to take control of their health with confidence.

Premises:

Challenges faced by healthcare organizations to engage Gen Z-ers:

• Demographic overview: Gen Z, born between 1997 and 2012, is less engaged in preventive care compared to older generations.
• Low utilization of preventive care:
  • 40% of Gen Z patients skipped an annual wellness visit in the past year.
  • Over a third did not receive any preventive care during the same period.
• Awareness and knowledge gaps:
  • Research indicates that Gen Z-ers have a more limited understanding of what “preventive care” entails.
  • Only 54% of Gen Z feel confident in their understanding of preventive care, compared to 84% among Non-Gen Z individuals.
  • Gen Z-ers also express uncertainty about whether their insurance covers preventive care services.
• Insufficient reminders:
  • Gen Z receives fewer reminders for check-ups and screenings compared to other generations.
    
    
    

“When patients don’t know
about the types of care available
to them, they’re less likely to seek it.”

How to close the gap:

1. Provide information often: Regular reminders to Gen Z patients about upcoming or overdue appointments are vital to reduce no-shows and boost preventive care engagement.
2. Make it easy to navigate: Simplify the connection with health plans by providing clear, step-by-step guidance on how to request an appointment.
3. Offer comprehensive preventive checkups: Ensure access to a wide range of screenings and services, including:
   • Immunizations
   • Cholesterol monitoring
   • Blood pressure checks
   • Colorectal cancer screenings
   • Well-baby and well-child visits
   • Hepatitis B and C screenings
   • HIV testing
   • Depression evaluations
   • Diabetes management
   • Lung cancer screenings
   • Lifestyle counseling
   • Osteoporosis assessments
4. Provide essential information on preventive care: Focus on addressing common questions and concerns, such as:
   • How much it is covered by insurance
   • How do I schedule preventive care?
   • When do I need preventive care?
   • How preventive care/screenings are performed?
   • What preventive care is relevant to me
   • Why preventive care is important for my health?
     
     

Sources:
1. Accenture: Today’s Consumers Reveal Future Healthcare
2. Phreesia: Gen Z and Pharma Marketing Infographic