Millennials and Gen Z are reshaping the healthcare landscape with distinct but complementary preferences. Millennials, key decision-makers for both their parents and children, are driven by personalization, convenience, and values-led choices. As they balance multiple roles, their demand for value-alignment and efficiency in healthcare is shaping current trends.
Gen Z, forecast to be the largest generational cohort, will transform healthcare. Established in the workforce and having children, at 27 they are already influencers on work-driven changes as they gravitate to expanded benefits for diverse family structures and increased mental health support. Their sheer numbers and values-driven approach will push employers and healthcare models to adapt, ensuring care delivery evolves to meet their expectations for healthcare including inclusivity and more comprehensive wellness.
To engage these influential generations, healthcare marketers must adopt personalized, value-driven strategies that align with their expectations for transparency, authenticity, and accessible care. This approach requires a deep understanding of their digital behaviors, social consciousness, and desire for healthcare solutions that seamlessly integrate with their lifestyles. Gen Z healthcare marketing strategies are strong investments that are more than downstream planning; they are massively influential now.
Demographics and Spending Power
Millennials outspend every other generation in Health & Wellness, with Gen Z closely following suit (McKinsey 2024). Gen Z, also known as Zoomers, is projected to become the largest generation at nearly 2 billion people and is expected to surpass Baby Boomers in spending power by 2029 (NielsonIQ 2024). Now entering the workforce and starting families, they are increasingly influential in shaping company healthcare policies, and emerging as powerful health consumers.
This generation not only aligns with Millennials’ values, but is elevating expectations of brands, reinventing the currency between brands and consumers around loyalty. “[A]s consumers age within their generation, they move through the various life stages that dictate spend, but their consumer behaviors and preferences still broadly align to their generation’s core beliefs, aspirations, and lifestyles.” (NielsonIQ 2024) Brands must start adapting now to meet this generation’s expectations by providing solutions that resonate with their values and integrate seamlessly into their digitally native, wellness-focused lifestyles. Their preferences are already shaping future trends, making it essential for healthcare marketers to prioritize relevance and innovation.
“With their spending power projected to grow to an estimated $12T by 2030, Gen Z will have a significant influence on the products manufacturers and retailers sell in the near future, while emerging as a critical and largely untapped lever of growth.” (NielsonIQ 2024) Their digital nativism and connectedness, combined with their sheer size and wealth, will shape culture, marketplaces, and create a ripple effect that influences other generations.
Gen Z's Expanding Influence
Gen Z’s impact on consumer behavior goes far beyond their own spending, influencing purchasing decisions across all age groups. This multiplier effect highlights the critical importance of engaging with Gen Z for healthcare marketers.
“Over the course of a single year, there has been a 7-point increase in people who say that Gen Z has influenced where and how they shop, from 61% to 68%. In particular, there has been an astounding 12-point increase for consumers over the age of 59, and a 9-point increase for consumers between the ages of 43 and 58. Consumers feel Gen Z’s influence in their expectations for a brand’s environmental friendliness, diversity in its advertising, and even diversity of its employees” (Edelman 2023).
As Gen Z’s values increasingly shape consumer expectations across demographics, healthcare brands must align their strategies accordingly.
Consumer Behavior and Trust
Importance of Trust
Trust is crucial for today’s audiences, especially in healthcare. Across generations, trust ranks third in importance when making a purchase, following value for money and quality. Gen Z exhibits the highest need for brand trust, with 79% stating it’s more important to trust the brands they buy today than in the past—as reflected by an 8-point increase since 2021 (Edelman 2023).
As many as 50% of today’s consumers are doing their brand research after purchase, according to Edelman (2023). For healthcare brands, this means the focus doesn’t have to solely be on building brand equity upfront. Instead, brands can lead with what matters most—value, quality, and relevance. Once consumers are satisfied, they’re more likely to continue the relationship, fostering long-term loyalty.
Rethink Customer Lifecycles
Traditional purchasing funnels are collapsing, replaced by non-linear, consumer-driven relationships built on trust and value alignment (Edelman 2023). As consumers increasingly prioritize these relationships, it’s crucial for brands to meet them in spaces already considered trusted, like healthcare provider channels. Point of Care (POC) can be a highly effective way to introduce patients to brands, offering a trusted environment where personalized content can be delivered based on demographics, location, or health needs.
However, the sensitive nature of values-based messaging demands careful research and investment. Brands must tailor messages in culturally resonant ways without compromising authenticity. This makes POC a prime channel for contextualizing value-driven content, helping to build brand trust within relevant, highly personalized settings.
So what are those essential Gen Z values?
1. Relevance and Authenticity
Consumers today place a premium on relevance and authenticity, making brand engagement vital. While 76% of consumers cite irrelevance and 51% cite inauthenticity as reasons for brand disengagement, these numbers are even higher for Gen Z and Millennials. Brands that come across as uninteresting or out-of-touch experience 7-15% higher disengagement rates with these groups than older generations (Edelman 2023).
2. Transparency and Social Responsibility
Avoiding discussions around values may harm credibility. Over 60% of people under 60 believe that companies should be transparent about their values, and over 50% feel companies are hiding something when they don’t disclose actions to address societal issues (Edelman 2023).
How do values deliver consumer loyalty?
For today’s consumers, values translate to active promotion and contributions to doing good. Gen Z brings “a fully informed and defined point of view about advertising and brands,” prioritizing purpose-driven, value-based brands over quality or price (PR Newswire 2023). For healthcare, shifting from transactional to value-based models presents a unique opportunity. Having clear paths to information or highlighting sustainable practices will continue to be key differentiators, aligning brands with consumer values.
For healthcare brands, promoting healthcare access is a win-win, expanding market share and building consumer trust while resonating across political and demographic lines, which are less unified in some other issues. Just sharing information about efforts to promote health literacy or access can help build the trust that is essential in guiding and continuing patient journeys to stronger health outcomes.
The impact is clear (Edelman 2023):
- Improving healthcare access: Consumers are 7X more likely to favor a brand that promotes healthcare access.
- Promoting gender equality: Consumers are 4X more likely to support a brand that promotes gender equality.
- Ending racism: Brands that actively address racism gain 4.5X more favorability.
The Return of Science and the Decline of ‘Healthwashing’
Another promising trend for younger generations is the growing fatigue around social media influencers. The proliferation of often unreliable wellness information is leading consumers back to healthcare providers (HCPs) as trusted sources of advice. Healthcare provider recommendations are becoming more important again, with scientists and academic experts now seen as the most credible brand ambassadors (Edelman 2023).
“The proliferation of influencer marketing in the consumer space has created new sources of wellness information—with varying degrees of credibility. As consumers look to avoid ‘healthwashing’ (deceptive marketing that positions a product as healthier than it really is), healthcare provider recommendations are increasingly important” (McKinsey 2024).
Future Convergence: Digital Solutions, Retail Health, and the Role of Providers
Harmonizing Digital Behavior with Healthcare Delivery
Gen Z will lead the push toward digital healthcare solutions that align with their lifestyles, adopting paths that will optimize health experiences and ease the strain on overstressed systems. Their technologies allow healthcare providers to engage with patients in the digital spaces where they naturally interact, making online and in-person interactions more efficient and personalized.
“Telemedicine, wearable devices, digital screening, and self-help apps are among the technologies that can help compensate for the shortage in the behavioral health workforce, which has led to fewer appointments and longer wait times” (Pearson 2024). These tools are key to making healthcare more accessible for younger generations who value convenience without sacrificing quality.
However, for digital healthcare to succeed, it must complement—not replace—traditional care. Digital Points of Care (POC) must provide reliable, patient-centered content that empowers patients with the right information while ensuring healthcare providers remain central to decision-making. More educated patients and better-informed providers enhance care experiences, with digital solutions serving as partners to in-person care.
The DIY Health Movement and Providers’ Role
A confluence of popularized wellness culture and the growing availability of health information has empowered Millennials and Gen Z to adopt a more proactive approach to their health. These generations are drawn to holistic approaches, such as “food as medicine,” which emphasize overall wellbeing. The rise of at-home tests, OTC products, and consumer health technologies allows them to manage aspects of their health independently, from testing for vitamin deficiencies to tracking fertility.
To ensure these DIY health tools complement traditional care, healthcare providers must guide patients in integrating these solutions into their health journeys. Providers play an essential role in curating the digital experience, “optimizing their use to help supplement their care plans” (Pearson 2024). By embracing the technological tendencies of younger generations, healthcare providers can ensure DIY healthcare strategies support rather than replace traditional care, driving better health outcomes.
Integrating Retail Health and Personal Health Data
Retail health and home testing are becoming increasingly mainstream options, allowing patients to bypass traditional routes—like visiting a doctor before getting lab tests. This shift not only expedites processes and empowers patients but also frees up valuable time for doctors and their staff.
Brands can capitalize on these changes by making patient-guided health testing more effective and better integrated into medical journeys. At-home testing options should complement provider needs, ensuring they are valuable to both patients and the healthcare system. McKinsey highlights three key areas where brands can assist: optimizing the cost-to-value of at-home tests, creating consumer feedback loops, and providing personalized insights to guide patients toward informed next steps (McKinsey’s 2024)
These strategies align well with POC campaigns, bridging DIY healthcare efforts with professional guidance. Combining retail health with POC support ensures that proactive healthcare actions are still rooted in expert care, reinforcing trust in the healthcare system.
Real-World Application: Carla’s Journey – from Retail Health Tests to Point of Care
The Challenge:
Carla, a 27-year-old mother of a toddler and full-time marketer, feels perpetually fatigued. Despite staying active, following a healthy diet, and adhering to her belief that food is medicine, her energy levels remain low. Carla regularly follows health influencers, meditates, and takes fitness classes during lunch, but none of these routines improve her fatigue. Unsure whether her exhaustion is caused by her demanding job, parenting, or an underlying health issue, Carla keeps delaying a doctor’s visit, hoping her wellness efforts will eventually resolve the issue.
Step 1: The Online Health Article and Decision to Test
While scrolling through her favorite wellness channel, Carla discovers an article on chronic fatigue. The article discusses various causes of fatigue, such as stress, thyroid dysfunction, and vitamin deficiencies. Recognizing her symptoms, Carla decides to take action.
The article mentions at-home tests, and Carla recognizes a lab she trusts from previous doctor-ordered blood work (LabCorp). Lacking time for a doctor’s visit, she opts for a proactive solution and orders two at-home test kits: one for common causes of fatigue, such as thyroid dysfunction and vitamin deficiencies, and another to assess her micronutrient levels.
Step 2: Taking the Tests and Receiving Results
Within days, Carla receives her kits. Following simple instructions, she completes the tests and mails them back. A week later, the results arrive: Carla’s thyroid function is slightly underactive, and she has vitamin D and magnesium deficiencies. While these results offer clues to her fatigue, Carla isn’t sure what to do next with the information.
Step 3: From Home Health to Informed Health
Armed with her lab results, Carla now books an in-person consultation through her patient portal, easily attaching her test outcomes. Ahead of her visit, Carla is sent educational materials on managing fatigue, thyroid health, and nutritional balance through her portal. A linked support website offers personalized nutrition programs—one of which is conveniently covered by her insurance. On her own, she downloads an app that allows her to track nutrients and monitor her diet.
Step 4: Connecting with Healthcare Providers and Prescriptions
During the consultation, Carla is prepared with questions and participates in sharing her health data–including sleep and diet she’s been tracking ahead of her appointment. The doctor is equally prepared. Since Carla opted to use the same lab service (LabCorp) she had previously visited, her doctor is able to access her test results directly through the Electronic Health Record (EHR) system.
The doctor reviews the thyroid and micronutrient results, confirming the need for treatment. A low-dose thyroid medication is prescribed to address her hormone levels, while the doctor also recommends vitamin D supplements and suggests increasing magnesium-rich foods or considering supplementation. Carla leaves with a treatment plan that integrates both medical and lifestyle solutions.
Step 5: In-Person POCs and Patient Support
Carla fills her prescription through an online pharmacy portal, where she is presented with a rebate offer for first-time customers. She opts to pick up in-person to also purchase the recommended supplements and groceries in her treatment plan. While at the pharmacy, the pharmacist, noticing Carla’s Rx history, suggests a probiotic to help with potential stomach issues caused by the new thyroid medication.
Additionally, Carla receives Point of Care materials through the pharmacy’s platform, which offer tips on managing thyroid conditions and maintaining balanced nutrition. The pharmacy’s platform automatically sets up refill reminders and optional delivery services for her medication, allowing her to stay on track.
Step 6: Long-Term Care and Virtual Follow-Ups
As Carla begins her treatment, she notices improvements in her energy levels. She continues to track her progress through her patient portal, sharing her nutritional updates ahead of follow-up appointments. Carla opts for virtual follow-ups, appreciating the convenience as she balances her busy work and home life.
Results:
Through the seamless integration of at-home testing, Point of Care education, and digital health tools, Carla successfully navigated her health challenges without overwhelming her schedule. The ability to order tests online, receive personalized POC materials, and use digital tools for medication management kept her engaged throughout her journey. The combination of medical care and lifestyle adjustments not only improved Carla’s health but also strengthened her trust in healthcare providers, medications, and systems.
Key Takeaways for Healthcare Marketers:
- Convenience and Accessibility: Offering digital tools like at-home testing and virtual appointments ensures busy consumers like Carla stay engaged with healthcare services.
- Point of Care Education: POC touchpoints—whether at the clinic or pharmacy—are critical for providing valuable, condition-specific education that supports long-term patient engagement.
- Personalized Support Tools: Digital support tools, such as medication reminders and lifestyle content, help maintain patient adherence and provide a holistic care experience.
- Blending Retail Health and Professional Care: At-home testing and retail health solutions act as gateways, encouraging patients to seek follow-up professional care and stay on track with their health.
This case study demonstrates how healthcare brands can leverage technology and Point of Care marketing to meet the evolving needs of younger healthcare consumers while promoting trust, realistic access, and long-term care success.
Patient Education for Younger Generations
In addition to the preferences of younger generations, there are pressing needs that are particular to Zoomers and Millennials. While they may not be at life stages typically associated with high medical expenses, there are urgent areas where healthcare organizations must increase awareness and education. These generations’ proactive health-minded nature presents a key opportunity for early engagement, particularly in rising health concerns such as mental health and cancer.
The receptivity of these audiences to direct engagement around health is likely to be highly positive. Unlike previous generations, health-related conversations are more welcome, and these audiences are eager for assistance. Previously stigmatized content has been mainstreamed by influencers and social media enabled awareness. “Normalizing conversations about mental health means that Gen Z can deal with their issues and move on rather than staying stuck—and that’s the choice many of them are making” (Verywell 2023).
Digitally native Zoomers are also more susceptible to misinformation and adverse effects of online health information seeking. While access to information can empower patients, it can also raise concerns around treatment adherence. For instance, research has shown that patients who seek additional information online after consultations have been more likely to become nonadherent to treatment protocols within a few weeks (Health Psychology, 2024).
Rising Cancer Rates
Cancer rates are increasing among younger people. According to Cancer.org (2024), 17 out of 34 cancer types are rising in Millennials and Gen Z compared to older generations. Early-onset cancers—such as colorectal, uterine, and testicular—are becoming more common in adults aged 20 to 39. For instance, colorectal cancer, now the leading cause of cancer death in men under 50, has surged since the 1990s (Cancer.Org 2024). Earlier screenings and education can make a critical difference in reducing these trends.
This underscores the need for targeted education and interventions in POC settings, particularly in spaces frequented by younger generations, such as college health centers, urgent care clinics, and pharmacy clinics. These environments offer an opportunity to raise awareness and promote early testing in ways that are both convenient and relevant to younger audiences.
Mental Health Concerns
Mental health has become a central part of personal care for Millennials and Gen Z, yet the growing need for mental health services comes alongside a shortage of clinical providers. Nearly 80% of pediatricians report that mental health-related discussions with children are driven by social media influences (MMM 2024). While Gen Z embraces mental health more openly than previous generations, there is still a gap in access to care.
As Gen Z navigates increased digital isolation, their search for mental health resources is often independent, yet referrals from trusted healthcare providers, employers, and insurance plans remain the most common way to access care. The rise of telehealth and digital POC platforms offers new opportunities for healthcare organizations to meet these mental health needs, helping to normalize conversations and ensure timely access to resources.
As younger generations increasingly turn to DIY health solutions like at-home testing, healthcare marketers have the opportunity to re-engage patients who may have stepped away from traditional care settings.
Final Points
As Millennials and Gen Z continue to reshape the healthcare landscape, the opportunity for healthcare brands to lead the way in meeting these consumers’ expectations is both significant and necessary. These generations demand trust, transparency, and authenticity from brands, and they engage with those that align with their values, offer personalized solutions, and make healthcare accessible in ways that fit their digitally native lifestyles.
The integration of digital health solutions and Point of Care (POC) marketing is crucial for healthcare brands to stay relevant. By embracing these tools and meeting younger consumers where they are—both physically and digitally—brands can foster deeper, more meaningful relationships. Additionally, addressing emerging health concerns such as mental health and cancer rates in this demographic through proactive engagement will set forward-thinking brands apart.
Healthcare marketers who can successfully navigate the complexities of digital integration, wellness-driven trends, and patient-centered care will be well-positioned to drive trust, engagement, and loyalty. In an industry where consumer trust is paramount, the brands that invest in creating seamless, holistic care experiences that reflect the values and priorities of Millennials and Gen Z will emerge as leaders.
As the healthcare industry continues to evolve, now is the time for marketers to lead the charge, ensuring their strategies not only meet but exceed the expectations of this generation’s proactive, health-conscious consumers.
