The healthcare industry is currently serving five unique generations, all with varying expectations and needs. Each generation has its own values, expectations, and communication styles, shaped by the world they’ve grown up in. Additionally, each generation faces distinct health challenges and searches for healthcare providers in different ways. As a result, healthcare providers must tailor their approach to meet both the medical and personal needs of each group.
Read on to learn practical strategies to meet the needs of each age group effectively and efficiently, without sacrificing quality of care, featuring insights from Major Health Partners’ Practice Manager, Patty Scoville.
The Generational Divide
Understanding generational patient preferences is key to tailoring your approach and improving patient experiences. With over 30 years of experience at Major Health Partners (MHP), Patty Scoville has seen firsthand how generational differences impact patient care.
“You have the older generation — some are very savvy with technology, and others prefer that small-town, one-on-one, face-to-face type of interaction,” said Scoville. This preference contrasts sharply with younger patients, who tend to favor digital communication.
“Many younger patients aren’t as used to telephone conversations as they are texting or email,” Scoville explained. “They are very into the technology piece of it, and that has sparked the need for immediate access and quick answers, because that’s what they’re used to.”
Navigating Generational Patient Preferences in Healthcare
Silent Generation (1928-1945)
The Silent Generation values respect, loyalty, and personal interactions. Members of this group often face chronic conditions like arthritis, diabetes, and heart disease, requiring comprehensive geriatric care, physical therapy for mobility issues, and home healthcare services for daily assistance. They often prefer face-to-face consultations and detailed explanations from their healthcare providers. This generation grew up with a strong emphasis on respect for authority and traditional values, which influences their approach to healthcare.
These folks are generally less comfortable with advanced technology compared to younger generations. The Silent Generation may prefer traditional methods of communication and appointments. They are less likely to engage with digital tools but will appreciate clear and supportive guidance when interacting with technology.
Strategies for Engagement:
- Prioritize Personal Interaction: Offer in-person consultations and prompt phone call follow-ups, ensuring that communication is clear and respectful.
- Provide Technology Assistance: When digital tools are used during their visit, provide hands-on assistance and simplify processes to make them more accessible.
- Maintain Respectful Communication: Address patients politely and attentively, valuing their preferences and providing reassurance throughout their healthcare journey.
Baby Boomers (1946-1964)
Baby Boomers value personal interactions and trust in their healthcare providers. As they age, preventive care and management of chronic conditions become more critical. They are also navigating Medicare, which may change their healthcare provider choices and treatment options. However, they’re increasingly comfortable with technology and appreciate the conveniences it brings.
They typically prefer face-to-face consultations and detailed explanations of their conditions and treatments. This generation grew up in an era of direct, one-on-one communication, and many still prefer traditional methods of engagement. Now, as they manage chronic conditions and mobility issues, they need healthcare that is compassionate, hands-on, and easy to access.
While Baby Boomers are increasingly tech-savvy, they often appreciate a balance between technology and personal interactions. Many are comfortable using digital tools, but may still prefer phone calls or in-person visits for more complex issues. Notably, MHP has tailored its appointment scheduling processes to meet the demands of Baby Boomers.
“Baby Boomers want to be able to get in to see us when they want to get in,” Scoville said. “We’ve put processes in place that will allow them to be seen the same day instead of going through all kinds of hurdles.”
Coming up with unique solutions for patients in this demographic has helped give Baby Boomers peace of mind that they don’t have to worry about seeing a different provider if they’re sick. “Many of our physicians have special spots blocked on their schedules so that patients who call in the same day can see their physician,” Scoville explained.
Strategies for Engagement:
- Offer Hybrid Options: Provide a mix of in-person and virtual appointment options to accommodate their comfort levels.
- Simplify Technology: When using digital tools, ensure they are user-friendly, and provide support to assist with any technological challenges.
Gen X (1965-1980)
Often called the “sandwich generation,” Gen Xers are juggling careers, children, and sometimes elderly parents. With so many responsibilities, they value efficient healthcare that fits their busy lives. This group typically experiences a range of health challenges, such as, chronic stress and rising rates of diabetes and hypertension, along with musculoskeletal issues, leading to a need for flexible care options that include chronic disease management, orthopedic care, and mental health services.
They expect these healthcare services to be efficient and well-organized, with minimal disruption to their busy lives.
This generation is comfortable with technology and expects it to streamline their healthcare experience. They utilize online tools for appointments and information, but also value clear, direct communication.
“Offering a patient portal is big for this group,” Scoville shared. “It allows them to have more autonomy, and it frees them up from having to call the office to book appointments or request prescription refills.”
Strategies for Engagement:
- Convenience is Key: Offer online scheduling, streamlined check-in processes, and digital health records.
- Provide Flexibility: Ensure appointment systems accommodate their schedules and offer options for both traditional and digital communication.
- Communicate Clearly: Use clear, concise language in all communications, and ensure that your practice’s website and patient portals are intuitive and accessible.
Millennials (1981-1996)
Millennials recently surpassed Baby Boomers as the largest generation group in the US. with an estimated population of 72.7 million. This group prioritizes convenience, transparency, and personalization. They also value patient reviews, with approximately 67.2% reading patient reviews before choosing a healthcare provider.
This generation expects a high level of digital engagement and transparency in their healthcare interactions as they are dealing with lifestyle-related conditions like obesity and reproductive health issues, requiring access to telehealth services, preventive care, and comprehensive reproductive health support.
Highly tech-savvy, they appreciate quick responses and digital communication channels. According to an Accenture survey, 44% of Millennials would choose a provider based on the availability of healthcare services, such as consultations, appointments, and appointment reminders on their mobile phones. “Millennials inspired the text reminder,” Scoville noted.
Strategies for Engagement:
- Go Digital: Use mobile-friendly appointment scheduling, telehealth options, and interactive patient portals.
- Maintain Transparency: Provide clear information about services, costs, and patient reviews. Ensure your practice’s online presence reflects your commitment to transparency and patient-centered care.
- Engage Online: Use social media and healthcare review sites to communicate with patients, share updates, and gather feedback.
Gen Z (1997-2012)
Generation Z values instant access and authenticity. While they are keen on preventative care and expect their healthcare providers to be accessible and responsive, providers often struggle to keep Gen Z engaged in their care.
“If you’re the average young person who is healthy, someone who doesn’t really have to use medications much,” Scoville said, “the importance of seeing a doctor for wellness checks, it’s just not at the top of their priority list.”
“We’ve recently looked at our population health group,” she added. “I’ve realized that things that weren’t such an issue 15 years ago are popping up now, like patients coming to appointments late or not showing up at all.”
Recognizing this trend, MHP has taken proactive steps to address the issue. The health system has introduced practical tools, including fridge magnets and brochures, to remind patients of essential “housekeeping” rules for their appointments.
“We put together little magnets and a brochure, to help educate patients,” Scoville elaborated. “Just those simple reminders of, ‘If you’re not going to make it to your appointment, please call us,’ or, ‘If you’re over 10 minutes late, we might have to ask you to reschedule.’”
Strategies for Engagement:
- Digital Communication is Key: Ensure your practice is accessible via mobile devices and offers instant messaging options for communication.
- Focus on Prevention: Highlight preventative care and wellness resources.
- Be Authentic: Engage with this generation through authentic, transparent communication on social media and other digital platforms. While you might not be the next viral TikTok sensation, you can use these channels to provide valuable health information and build a strong, relatable brand presence.
Bridging the Gap
To successfully cater to all generational patient preferences, healthcare organizations should consider taking a multi-faceted approach that integrates a blend of both traditional and modern care methods.
Here are key strategies for bridging generational patient preferences:
- Strike a Balance Between Traditional and Digital Methods: Combine in-person care with digital tools such as electronic check-in kiosks and online scheduling to accommodate diverse patient needs.
- Train Your Staff: Ensure your team is well-versed in generational preferences and equipped to handle a variety of patient interactions. For example, train staff on how to interact with tech-resistant older patients, emphasizing patience and clear explanations when introducing them to new digital tools. Simultaneously, educate your team on how to engage younger patients who might prefer quick, digital interactions.
- Monitor and Adapt: Continuously gather feedback from patients via satisfaction surveys and adjust your strategies as needed. Stay informed about emerging trends and technologies to keep your practice relevant and responsive to patient needs.
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Schedule a DemoMeeting Patients Where They Are
Navigating generational patient preferences is undoubtedly a complex challenge, but understanding how a patient’s generational background influences their expectations and interactions with the healthcare system can help you tailor your approach more effectively.
Scoville emphasized the importance of recognizing the complex emotions that patients bring with them to appointments. “Remembering that people aren’t always what you see — there’s more to the story — is the tough part,” she said. “From different ages to various cultures, there’s a lot that goes into meeting patients where they are.”
Providers may sometimes make their own assumptions about their patients’ preferences, but Scoville reminds her team to keep an open mind. “I have providers of all different generations,” she explained. “Some get stuck in the mindset that older patients don’t want to use technology, for example. In reality, many of their older patients are retired and spend a lot of time at home, so they actually enjoy having a computer they can do all kinds of things with.”
By embracing these diverse, generational preferences and taking the time to adapt accordingly, providers can offer more comprehensive, responsive, and effective patient care. While practices don’t have to implement every suggestion outlined here, especially amid pressures like high turnover rates and short staffing, these considerations can certainly help create a more inclusive and effective patient experience.
Through her time at MHP, Scoville has learned that patient care goes beyond just addressing medical needs: “It’s about understanding the broader context of each patient’s life and treating them with empathy and respect.”
Special thanks to Patty Scoville, Practice Manager at Major Health Partners, for offering valuable insights into providing exceptional care to patients of every generation.
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