Generation Z has never known a world without pervasive digital technology. From smartphones and social media to instant messaging and online shopping, technology has been a constant in their lives, with Gen Zers spending an average of 6 hours and 5 minutes on their phone daily.
That’s a lot of time to get comfortable with technology, and it’s made Gen Zers adept at navigating online tools and platforms. Their preference for digital solutions means that Gen Z now has a tacit expectation for integrated and intuitive user experiences in all aspects of life.
That includes healthcare, as recent research revealed over half (53%) of Gen Z prefers mobile or web-friendly interfaces for communications and providing information, compared to less than a third (30%) of Baby Boomers.
The bottom line? Gen Z customers don’t want to call their healthcare providers. They want a digital experience designed to be convenient, intuitive, and highly functional.
By investing in these digital platforms, healthcare providers aren’t just meeting the needs of the newest generation of customers. Streamlining the scheduling and communications process with digital platforms allows healthcare providers to run operations more efficiently and increase patient satisfaction among all their customers. Providers that invest in a digital communications platform that prioritizes patient convenience and comfort can deliver a smoother experience that helps improve retention.
Here’s how Gen Z’s preferences will change the industry, and how providers must adapt.
1) Digital Natives Expect Digital Experiences – And Dislike Call Centers
Gen Zers use apps for everything from socializing to banking, to entertainment. Throughout every industry, they have demonstrated their comfort and preference for interacting with organizations via mobile and web platforms.
Their familiarity with mobile and web platforms means that Gen Zers are at ease with digital experiences. This comfort extends to their healthcare interactions, as found in our Benchmark Report: a plurality of Gen Zers (42%) said they prefer making account or policy changes via mobile or web platforms.
By contrast, having to rely on phone calls to schedule appointments and communicate with doctors’ offices can not only feel cumbersome and inefficient but also unfamiliar and uncomfortable to a generation that is so used to the rapid, streamlined digital experiences of their everyday lives. Less than a quarter of Gen Z respondents (24%) said they preferred engaging with a call center representative in healthcare, far behind those who preferred a mobile or web experience.
2) Gen Z Values Comfort and Understanding
For Gen Z, digital communication can provide a heightened sense of privacy when dealing with sensitive health issues.
Discussing personal health matters over the phone can feel intrusive or even uncomfortable in some cases. For example, discussing issues such as mental health, sexual health or trauma can be particularly distressing over the phone. The immediacy of a phone conversation can also make it harder for them to manage their emotions or pause to collect their thoughts.
Online platforms allow patients to manage and communicate information through secure channels where they can control who sees their information and data, such as their trusted doctor. This level of control helps reduce anxiety about privacy concerns, making them more comfortable discussing sensitive issues.
3) Personalization is key for communicating with Gen Z
Today, customers expect the same level of personalization in all areas of their lives that they get with market leaders such as Amazon and Netflix. Healthcare is no exception. If anything, the information and advice providers must relay about sensitive topics like mental or sexual health makes it even more important.
In addition to Gen Z’s value for comfort and security, personalization matters most to this generation more than any other, with nearly a third saying it’s a top priority. While it’s standard to include a member or patient’s name and relevant transactional or medical details in communications, providers should aim to include contextual information that lets the patient know why they are receiving the information and what it means for them based on their concerns.
Personalized communication—tailored to their preferences, concerns, and emotional needs—can significantly impact their comfort and willingness to engage with their provider. This can also play a critical role in establishing trust, and therefore better patient retention.
4) Preference for Efficiency is Growing
Gen Z prioritizes efficiency and speed in their interactions, as evidenced by data that shows their attention span stands at just 8 seconds. They favor online scheduling systems that allow them to book, reschedule, or cancel appointments with ease and flexibility.
Unlike phone calls, which often involve long wait times and complicated navigation through automated systems, online platforms can enable immediate and straightforward appointment management. This convenience aligns with their desire for quick solutions and reduces the friction associated with healthcare processes.
What providers need to do next
Providers must begin recognizing Gen Z’s appetite for digital engagement, and how it will change the industry. Organizations must invest in online and mobile-friendly solutions, as well as technologies that integrate with them. These solutions allow patients to book appointments, view test results, and communicate sensitive topics with healthcare providers.
Providers must also implement secure messaging systems for direct communication between patients and providers. This can streamline consultations, follow-ups, and inquiries, aligning with the preference for online-based interactions and personalization. Ensuring these platforms are available and intuitive can meet expectations and provide a level of comfort for tech-savvy patients like Gen Zers.
Allowing patients to choose the communication channel that suits their comfort level and schedule fosters trust between them and their healthcare provider. This approach recognizes the varied communication preferences of Gen Zers and minimizes frustration that may arise from being limited to phone calls as the primary communication. By empowering patients to select their preferred method of engagement and offering flexibility, providers can alleviate the sense of being trapped in a cumbersome process.
About John Zimmerer
John Zimmerer is the Vice President of Vertical Marketing, Healthcare at Smart Communications, where he acts as a subject matter expert on the digital transformation of customer communications and data-centric, often form-based workflows. Most recently, John has been researching and writing about improving customer experience in healthcare and is regarded as a thought leader in this area. John has over 20 years of software product marketing experience. His areas of expertise include market research, analyst relations, public relations and digital marketing.