Currently representing the largest living generation, millennials are reshaping the healthcare landscape in ways we haven’t seen with previous generations. With a heightened focus on preventive care, wellness, and digital solutions, this generation is driving demand for more flexible, accessible, and personalized healthcare services, which healthcare providers must adapt to.
In this article, we’ll explore how the millennial generation is transforming healthcare, what this means for healthcare providers and our expectations for the future.
Millennials prioritize health and wellness as integral to their lifestyle, viewing it not just as the absence of illness but as a holistic approach that encompasses physical, mental, and emotional well-being.
It is no secret that the millennial generation recognizes the importance of health and well-being far more than previous generations. They are often referred to as the most health-conscious generation or the ‘wellness generation’. Millennials are increasingly prioritizing preventive care and holistic wellness, focusing on lifestyle changes, fitness, mental health, and nutrition.
A 2021 survey found that 70 percent of US millennials participated in sports for fitness, making them the generation with the highest participation rate. In terms of mental health, millennials use a variety of resources, including professional support, self-help books, mobile apps, and online support communities, which contrasts with the stigma seen in previous generations. In recent years, there has also been a resurgence in practices like yoga and meditation, as well as an interest in natural remedies and alternative medicine.
In addition to these preventative measures, millennials are far more likely than other demographics to attend regular health check-ups and screenings, such as magnetic resonance imaging (MRI) and computerized tomography (CT) scans. This ensures that any anomalies are caught early and have a better chance of being either prevented by lifestyle factors or treated successfully.
Millennials have also been responsible for driving change in healthcare systems towards more digitized systems, which is no surprise considering they are the first generation to grow up immersed in digital technology.
The Accenture 2019 Digital Health Consumer Survey revealed a significant shift in healthcare consumers' expectations, with virtual care gaining in popularity. Overall, 44 percent of millennials would choose a medical provider because they offered digital solutions, compared with just 29 percent of boomers. Similarly, 42 percent of millennials want electronic prescription services, compared to 30 percent of boomers.
Another significant change has been in wearable health technology, with a recent PwC report indicating that millennials are far more likely to own wearables than older adults. A 2022 report by PYMNTS indicated that 69.4 percent of millennials use at least one health monitoring technology compared to 22.5 percent of boomers and 46.6 percent of Generation X. Wearable technology is proving invaluable in healthcare, empowering people to take an active role in their health by understanding how certain behaviors affect their health in real-time. Moreover, remote monitoring programs can share health tracking and monitoring data with healthcare providers.
In addition to millennials’ increased interest in health and well-being and comfort with technology, their expectations and preferences differ from those of previous generations. Perhaps owing to their increased engagement with their health, millennials are more likely to demand transparency in healthcare costs, services, and outcomes, and they prefer to have a collaborative relationship with professionals regarding healthcare. Millennials prefer accessible, user-friendly healthcare services, including online appointment scheduling and easy digital access to medical records.
In general, millennials like to be highly informed when it comes to healthcare providers by conducting extensive research before making decisions. A recent study showed that 67.2 percent of millennials read online reviews before choosing a physician and were significantly more likely to use online resources to search for a new physician than older patients. This has led to a shift towards a more online presence among healthcare providers.
This contributes to a more competitive and transparent healthcare market, where providers are forced to adapt to consumer preferences rather than simply relying on custom from those who live within a certain distance.
There has also been a generational shift towards the use of private healthcare services, with younger people twice as likely to access private healthcare than those over 55. Many young people wanting to access private healthcare are willing to dip into their savings to access these services, owing to numerous perceived benefits:
These factors make private healthcare a more attractive option for young people seeking convenient, high-quality medical care. Similarly, given millennials' health-conscious attitude, they are more willing to pay for private screenings and health check-ups that will help them stay ahead of potential health issues, as well as supplements and gym memberships to improve their overall health and well-being.
New healthcare delivery models that prioritize flexibility, accessibility, and technology are necessary to meet the evolving needs of millennial patients. These models should integrate digital healthcare tools, such as mobile health apps, remote monitoring, and wearable technology, to provide on-demand care while maintaining high standards of personalized treatment. Currently, hybrid models offering in-person and virtual options are essential to meet the needs of the younger and older generations.
It's clear that millennials have reshaped the healthcare sector, and adapting to these changes presents challenges for healthcare providers.
Notwithstanding these challenges, overcoming them and adapting models can have significant opportunities for healthcare providers in the long run.
As millennials continue transforming healthcare with their preferences for preventive care, technology integration, and personalized treatment, providers face challenges and opportunities. Adapting to these shifts will require embracing new systems, investing in digital tools, and applying patient-centric approaches. This can improve health outcomes and patient satisfaction and lead to long-term efficiency gains, shaping a future where healthcare is more accessible, transparent, and personalized.
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