Delivering healthcare to different generations is undoubtedly one of the most difficult challenges the sector faces in the digital era.
Baby Boomers, Generation X, Millennials and Generation Z all have different expectations, modes of communication and levels of comfort with technology.
As if keeping pace with each one is not enough, providers must also adopt new digital tools that can be efficient but also widen the generational divide.
Countries looking to thread this unconventional terrain are forced to understand the importance of listening, learning and tailoring healthcare to an increasingly multigenerational audience.
Understanding the Generational Divide
Healthcare providers cannot communicate effectively until they appreciate the experiences that define how each generation chooses to manage their health.
The Baby Boomers are people born between 1946 and 1964. Many of them grew up in an era where there was hardly any digital technology, so they still favour in-person visits or phone calls.
They believe in trust and reassurance and are more receptive to detailed explanations. They are also more likely to engage with traditional media such as local newspapers, television or radio.
Generation X are individuals born between 1965 and 1980. They are sometimes called the ‘sandwich generation’ because they like to balance caring for both children and ageing parents.
Gen Xers value efficiency. They are pragmatic and comfortable switching between traditional and digital platforms. However, they prefer personal attention when their health is on the line.
They have no problems doing their own research, but only confirmation from a trusted medical professional will suffice for them.
Born between 1981 and 1996, millennials are more technologically savvy than the older generations. The American Hospital Association reports that 65 percent of Millennials used a health app or digital tool in 2023, while 40% had a telehealth consultation.
Whether they are scheduling an appointment, receiving lab results, or accessing fitness and wellness advice, millennials expect quick, mobile-friendly solutions.
Then there’s Generation Z, who are born between 1997 and 2012. They are considered the first true digital natives.
Gen Z patients approach healthcare the same way they do every other service – fast, on demand and personalised. They are comfortable with apps, checking their symptoms online and virtual consultations.
However, they are also sceptical and will check out peer-reviewed information and recommendations from trusted online communities.
Balancing the Old and The New
The United States healthcare system has found it difficult to balance the needs of different generations.
Telehealth has become mainstream since the COVID-19 pandemic. Boomers and Gen Xers appreciate the convenience, while Millennials and Gen Z treat it as a given. But it is not a level playing field.
A study from the US Department of Health and Human Services found that while 44% of adults under 35 used telehealth regularly, fewer than 30% of people over 65 did the same. That gulf often comes down to digital literacy and access to a stable internet connection.
American hospitals and insurers have a few ideas up their sleeve. Some of them provide ‘digital navigators’ who help older patients navigate portals and telehealth platforms. Others partner with community organisations to increase broadband access in remote regions.
The American healthcare landscape serves as a cautionary tale. Modernisation without inclusion only risks leaving behind the earlier generations who still prefer a phone call to navigating a telehealth portal.
Australia Offers a Blueprint the US Could Follow
The US could learn a thing or two from their counterparts around the world, and Australia has a blueprint that could be worth considering.
Australia uses a universal healthcare system that simplifies access compared to the US. But they still need to come up with a system that makes sure patients across generations feel heard.
There are several telehealth platforms in Australia, each of which offers people the opportunity to access a wide range of healthcare services remotely.
Impartial comparison platform Medicompare offers in-depth reviews of each telehealth company and provides people with the details they need to make informed choices.
Each of the providers has tools that cater to digital first generations but still make room for older patients by using clear methods of communication and interfaces that are easy to navigate.
Gen Z and Millennials will appreciate the convenience offered by telehealth providers. They can connect to a medical professional, mostly through video calls, within minutes.
Boomers and Gen Xers will be happy with the security reliability and follow-up care that builds trust. Unlike many US platforms, Australia shows how health services can be designed with inclusivity in mind.
Telehealth in Australia is proof that digital healthcare can be intuitive enough for older generations while still advanced enough for younger people.
