A joint trend report from Ad Age Insights and Modern Healthcare set out to understand current generational attitudes toward healthcare and health decisions, and how the role of caregivers can influence healthcare purchases. They surveyed more than 25,000 consumers.
Three key findings that impact both healthcare providers and marketers of healthcare products:
• all age groups preferred to receive communications about health care via e-mail, followed by mail, phone and text messaging. The margins between email and other modes were wide in all but the most rural areas.
• a near majority of Americans take health-care costs into account when creating a household budget, and that those expenses increasingly absorb more of their budgets.
• they not only need to communicate with patients, but with their caregivers as well, who are often from a different generation and thus will recieve and act on messages differently. As healthcare decisions can affect entire families, multiple viewpoints and needs are evaluated when a patient is determining a course for care.
I think this last point is the most far-reaching in terms of its implications. With the rise of multigenerational households and an overall aging population, families are increasingly involved in cross-generational caregiving.
It will be incumbent upon providers and marketers to develop a clearer picture of their opportunity (and the challenges of their multi-generational audiences), and how their position and approach to the market must change to capture that opportunity.