With the rise of the digital healthcare revolution, does the hypothesis about the generation gap still hold true? Compared with baby boomers and Gen X, do Millennials and Gen Z have different expectations of healthcare providers? In today’s highly interconnected world, the difference is only a matter of degree. We are all C generations now.
Futurist Brian Solis The term “Generation C” was coined in 2012 to describe the rise of “connected consumers”, the generation that actively participates in the digital-first economy. Recently, the term has been associated with everyone living in the COVID-19 era. This includes pandemic babies affected by quarantine and virtual game dates in the previous months, as well as consumers of all ages who have reimagined their lives through digital tools and services.
Generation C transcends the usual intergenerational divide.Experian Health Patient visit status 2.0 survey Shows that patients of all ages have received self-service technology and virtual care during the pandemic. Young people may be the majority, but the demand for a consumer-centric digital patient experience crosses demographic boundaries. Forget about millennials and Gen Z-it is the COVID generation that is driving the healthcare revolution.
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In this article, we look at what healthcare providers need to know about the attitudes and expectations of Generation C consumers. How does healthcare need to adapt to successfully attract the connected generation?
Gen C: This is an attitude, not age
Think with Google Describe Generation C as “a powerful new force in consumer culture… people who are deeply concerned about creation, curation, connection, and community. This is not an age group; it is an attitude and mentality defined by key characteristics.” In terms of patient participation, understanding Gen C’s mentality will give providers a competitive advantage. What might that look like?
- Gen C keeps connecting. almost Nine out of ten Have social media profiles, two-thirds of which are updated daily. They are accustomed to organizing their lives through applications and digital technology. Young millennials and Gen Z are growing up in the control of the digital world, and they look forward to using similar applications to access real-life services quickly, flexibly, and conveniently.
- Generation C values authenticity and transparency. The recent political, economic and environmental turmoil has created a group of consumers who choose brands and services based on their personal values. Also pay more attention to convenience and price. Instant access to information means they are more likely to question healthcare recommendations and compare services. News reports of data breaches and corporate scandals mean that suppliers may need to work harder to gain their trust.
- Generation C chooses brands that embrace individuality and community power. Generation C expects a personalized patient experience. However, they are also looking for communities. During the pandemic, health and wellness brands that promote connections through online groups have become increasingly popular, especially when people cannot exercise together. With the continuous development of influencer culture, more and more brands are inviting real consumers to act as brand advocates. This includes using social media to give consumers the opportunity to directly participate in product development. Health care services that can provide consumers with a way to connect with like-minded communities are particularly attractive to Generation C.
What do generation C think about health?
Not surprisingly, the pandemic has made consumers more health-conscious. Compared with previous generations, Generation C has a more comprehensive view of health and is more likely to use wearable devices and fitness apps to track their health goals. They are also more willing to talk about previously taboo topics, such as mental health or sexual health.
Digitally fluent consumers are also more willing to seek answers to health problems online.A sort of Gartner research 41% of consumers who found a health problem would talk to friends or family members, and 38% would search for information on their own before contacting a doctor. Providers have the opportunity to position themselves as the first and best source of reliable, attractive and accessible health information.
As the influence of Generation C grows, it is worthwhile for suppliers to invest in understanding their needs and expectations.
How should providers adjust the healthcare experience of Generation C?
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Provide convenient, flexible and self-service care
Flexibility, speed and convenience are integrated into Gen C’s expectations for the healthcare experience.this Patient visit status 2.0 survey It was found that about seven out of ten consumers said they would like to be able to schedule their appointments online, and a similar number of consumers would like to choose to contact their providers through the patient portal. Generation C is unlikely to use desktop computers or make phone calls, so enabling mobile-friendly applications is the key.
Online self-scheduling Allow patients to use their mobile devices to find and book available appointments. Integration with scheduling rules and the latest calendar checks means that patients will only see the most relevant provider booking information. This is closer to their other consumer experience, rather than long conversations and waiting times with call center representatives.
Similarly, Automatic registration tool It can simplify patient intake and give consumers the option to view their detailed information on their mobile devices. Patients do not need to fill out multiple laborious and error-prone paper forms, just complete the process on a mobile phone or tablet.And for 39% of patients For those who are worried that they will be infected in their doctor’s office, it would be a huge relief to be able to complete the intake task without sharing the clipboard and pen in the waiting room.
in a Recent podcast interview Together with Beckers Hospital Review, Experian Health Chief Business Development Officer Jason Considine said: “With COVID-19, digital tools and data-driven solutions have introduced a more streamlined process for our healthcare system. People expect them to stay. Providers must accept this digital transformation. Invite patients to schedule their own time online, use digital outreach tools, simplify the registration process, and provide transparent care costs through flexible payment options… We need to create a simple consumer experience, To match the patient’s life in other areas.”
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Use consumer data to provide personalized services and increase patient loyalty
Understanding Gen C requires providers to reconsider patient loyalty. In the past, patients might choose a doctor and stay with them for most of their adult life. Now they are more likely to shop around.
Research According to data released just before the pandemic, 73% of consumers want companies to understand their needs and expectations, and 62% of consumers want these companies to adjust based on consumer behavior. Experian Health’s investigation It also shows that patients welcome the provider’s active outreach, although many providers do not. Nearly half of suppliers said that inaccurate or incomplete data prevented this.
Providers know that a personalized healthcare experience benefits their bottom line, but without reliable data on each patient’s needs, preferences, and lifestyle, achieving this is a challenge. Consumer healthcare marketing data Reliable data sources can be pooled to allow providers to convey the correct information to different patient groups through the correct channels.In order to have a richer understanding of the patient’s personal non-clinical needs, providers should consider including Social Determinants of Health (SDOH) data. COVID-19 has revealed gaps in the ability of healthcare providers to use data to support economically and socially disadvantaged groups. Using this type of data, providers can personalize their outreach strategies in a way that truly supports individual patients and underserved communities.
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Easily pay through early estimates, clear coverage, and digital payment methods
In the past two years, the feeling of family financial problems has become stronger. The younger generation said that they are more likely to consider costs when making health care decisions. Nearly 60% Said that this is the main consideration now. Generation C expects to make transparent cost estimates in advance, and two-thirds of young consumers say that if they know the cost in advance, they are more likely to seek medical services.this Patient visit status 2.0 survey Confirm that price transparency remains high on the patient needs list.
To this end, federal and state-level regulatory agencies have been vigorously promoting price transparency. Many providers are deploying transparent pricing strategies and payment estimating tools to make it easier for patients to grasp the cost of care. Demonstrating a commitment to price transparency can be a powerful marketing strategy for attracting and retaining loyal consumers—especially for those most affected by fluctuations in employment and financial conditions.
Watch our interview with Dan Wiens, Experian Health’s patient estimation product director, in which he described how price transparency and patient estimation will develop in 2022.
Patient Payment Estimate Before patients receive treatment, provide them with a clear, easy-to-understand, and easy-to-understand assessment. The cost details will be sent directly to their mobile devices, and they can choose to pay immediately.
In addition to payment estimates, Generation C is also looking for payment plans and payment mechanisms at your fingertips anytime, anywhere. In a world where they can order food and pay household bills at the touch of a button, waiting for a month of medical bills can be frustrating. Actually, 70% of consumers It is said that healthcare is the most difficult industry to pay for. Suppliers that can provide simple payment options before and after service may attract more C-generation patients.An integrated solution, such as Patient Financial Advisor It can help these tech-savvy consumers see their estimated cost of care and pay directly through their mobile devices.
For providers, the benefits of making it easier for patients to pay are obvious. As the demand for transparent and contactless payment methods continues to grow, investing in these digital innovations may be an effective way to make up for some of the financial shortfalls that occurred during the pandemic.
Don’t forget-more medical staff are also C generations
Digital transformation is not just a consumer issue. Many digital tools and services that enable providers to meet the needs of connected consumers will also bring benefits at the organizational level. Automation and advanced analytics can lead to more efficient processes, better use of employee resources, fewer errors, and more meaningful workflow insights. Save time and money, increase profits, and employees enjoy a more satisfying work experience.
Given that more and more medical staff are themselves Generation C, it makes more sense to invest in incremental innovation in back-end systems. Just like consumers, they are accustomed to using digital applications and tools to manage their lives, and they seek similar efficiency at work. Failure to provide employees with the tools they need to complete their work in the digital age can lead to wasted time, lost revenue, and the adoption of less reliable and safe solutions. With the right digital tools and systems, suppliers can enable employees to perform their duties safely and effectively—attracting and retaining high-performing labor.
Providers must open their digital front doors to ensure patient loyalty now and in the future
The pandemic has consolidated the cultural and practical changes in the delivery of health care. Now, more and more patients are experiencing the digital patient experience, and they hope that this experience can continue. Generation C is pushing the healthcare industry to catch up with convenient, connected, consumer-centric services, and this has become the norm elsewhere. In the long run, providers who can now interact with Generation C in digital languages will attract more satisfied consumers.
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Post What does Gen C expect from suppliers? First appeared in Healthcare blog.
