According to Pew Research, Generation Z includes those born between 1997 and 2012, putting them between the ages of 10 and 25 in 2022. Although the oldest Gen Zers have been working full-time for three years, they are still developing financial and health habits. However, we can use what we know about Generation Z to set up gen Z’s health communication campaigns effectively.
- So Far, What We Know About Generation Z
- Top 5 strategies for an efficient gen Z’s health communication campaign
- Final words
So Far, What We Know About Generation Z
- According to a 2018 Pew Research Center survey, approximately 95% of teenagers have smartphones, regardless of race, gender, social class, or geographic location.
- Gen Z is the most diverse generation, with nearly half being racial or ethnic minorities.
- 43% grow up in a household with at least one college-educated parent, implying more well-off upbringings.
- Enrolling in college at a much higher rate than millennials of the same age; on track to become the most educated generation
- Metropolitan areas are home to 87% of the population.
- They are twice as likely as the rest of the population to make a mobile payment.
Top 5 strategies for an efficient gen Z’s health communication campaign
#1 Create a reliable and transparent brand
When planning for healthcare marketing to Gen Z, sincerity is essential. You will gain their trust by being genuine.
“The search for truth is at the root of all Generation Z’s behavior,” according to McKinsey & Company.
Generation Z values personal expression and makes intentional purchasing decisions. Younger customers are concerned with a brand reputation and who they collaborate with. They are willing to pay a higher price for individually tailored offerings supporting important causes.
Gen Z customers want to know what a brand stands for and its purpose in building trust.
According to McKinsey & Company, they are also willing to stop purchasing brands involved in scandals.
Transparency in healthcare marketing can take many forms, including:
- Offer a mobile-friendly website.
- Offer transparency in price.
- Have a clear mission, vision, and values statement: What does your brand stand for?
- How well does your brand live up to its mission and vision statements?
- Create compassionate content that has an emotional connection.
- Have consistent and dependable branding
#2 Personalize your digital marketing for each channel
The primary means of reaching this target audience is through digital marketing.
Your digital marketing efforts should include a mix of
- Search and display marketing
- Social media marketing
- Search engine optimization
- Content creation
- Brand management
- Email marketing
However, investing in digital marketing for gen Z’s health communication will not fit this group. To build meaningful relationships with Zoomers, you should customize your message to each channel. Learn more about how to market to Gen Z by creating content tailored to each channel.
Social media is incompatible with traditional media techniques. Each social media channel has engagement rules, so you should customize your message to each media type.
The video below is an example of social media marketing. It shows how we provide mental health information to customers in a lighthearted manner.
Stress and anxiety are natural reactions when confronted with a pandemic like Covid-19. Some people, however, are panicking and overreacting. Is the COVID-19 pandemic as terrifying as public fear suggests?
Thus, we use mental health knowledge from daily life scenarios to visually explain why and how people panic during Covid-19 disease. The animated characters make the video more of a story than a patient education video.
#3 Make use of healthcare influencers
Peer influencers are both relatable and inspiring. According to Rolling Stone, Gen Z is almost twice as likely as millennials to purchase a product based on advice from a peer influencer.
Peer influencers have more appeal than celebrities. So, when setting up a gen Z’s health communication campaign, make sure you spend your money wisely. Peers’ recommendations are the most reliable source for finding out about products and brands.
#4 Make your message clear and be ready to provide additional support
Generation Z’s oldest members are just entering adulthood, which shows in their billing comprehension.
Aite Group research contains statistics about Gen Z’s relationship with financial communications. 80% of people contact businesses with questions about billing (compared to 73% of the U.S population). 53% of gen Z customers pay their bills late (compared to 46% of the U.S population). 30% find bills troubling (compared to 22% of the U.S population).
These statistics point to one major issue: Gen Z wants to contact your billing department for help, which can be time-consuming. They are very concerned about knowing what they need and how to pay for it.
Just make it simple for gen Z customers by
- Removing unnecessary messaging from their healthcare statements
- Providing a single distinct call to action
- Sending the bill through the channel they prefer.
Clarity and preciseness can also assist in overcoming short attention spans and encourage younger payers to act.
Clear and convenient billing structures and online self-service payment portals can effectively collect payments, prevent late fees, and avoid customer service calls.
#5 Be accessible online
“Technology has given young people an unprecedented level of access among themselves and the rest of the population,” according to McKinsey.
Treating patients as partners in their care is critical for healthcare marketing to Gen Z. Online conversations and interactions significantly impact their decisions. Accessing their physicians via text or social media has fostered closer relationships with younger patients.
Gen Z is a promising generation that deserves our time to research and understand. They are digital natives and truth seekers. Consider these five tips as you strengthen your marketing campaigns to help improve gen Z’s health communication and online presence.