Parents are the pillars of family health, yet their own care often takes a lower priority. Learn how your health system can empower these caregivers to prioritize their well-being.
Caregiving is a labor of love that comes with great personal costs. For millions of adults in the U.S., daily life involves juggling school drop-offs for their children, arranging doctor’s appointments for aging parents, and managing full-time jobs—all while their own health often takes a backseat.
More adults are stepping into these caregiving roles—a responsibility now shared by 53 million people in the U.S. Many parents prioritize the health of their children and aging relatives over their own, which creates significant healthcare gaps for themselves.
This trend is evident in a Healthgrades women’s health report, which reveals that 94% of children receive basic health screenings, while only 83% of mothers do.1 The same study shows that 81% of children get annual wellness exams, compared to just 50% of mothers. This imbalance can often lead to delayed diagnoses and long-term health issues for parents, creating ripple effects that can strain the well-being of the entire family.
With the rise of “sandwich generation” caregivers—those tending to children and aging family members—it is more critical than ever for health systems to address these gaps by offering tailored solutions that improve the whole family’s health.
Understanding the Modern Caregiver
While care providers span all generations, Millennials and Gen X are at the forefront of managing household health responsibilities. Findings from a recent consumer healthcare study by Healthgrades’ parent company show that:
- 59% of Millennials and 48% of Gen X make health and wellness decisions for loved ones.
- 76% of Millennials and 63% of Gen X manage healthcare for their children.
- 36% of Gen Z, 23% of Millennials, and 29% of Gen X oversee healthcare for their parents.
- 46% of Millennials and 39% of Gen X manage their spouses’ healthcare.
Caregiving responsibilities are also influenced by race and ethnicity. The same study found that Black and Hispanic caretakers across all age groups are more likely to manage healthcare for loved ones compared to other populations.
Moreover, the burden of caregiving is especially high for women, who represent 59% of caregivers and report higher levels of stress, depression, and difficulty balancing healthcare duties compared to men. Healthgrades research supports this trend, with 67% of women identifying as household healthcare managers, compared to 42% of men.1 This figure rises to 70% for women with children, compared to just 31% for men.1
As the U.S. population ages, caregiving demands will only increase. The Institute on Aging estimates that by 2030, older adults will make up 20% of the U.S. population, and by 2050, the number of adults ages 85 and up will reach 19 million.
In addition to these challenges, many caregivers—especially those with full-time jobs—lack formal support, such as financial aid, counseling, or respite care. Research from SeniorLiving.org indicates that 43% of caregivers spend over 20 hours a week tending to others, with 88% expressing a need for more help.
This strain on caregivers not only affects their health but also their ability to care for others, leading to instability within the family. Healthy parents are the foundation for healthy families, and addressing these trends is the first step toward improving overall family health.
The Parental Healthcare Gap
With 96% of family caregivers feeling emotionally drained by their daily responsibilities, the gap in parental healthcare is an increasing concern. Several key factors exacerbate this issue:
- Time constraints: Parents juggle multiple obligations, leaving little time for their needs.
- Emotional prioritization: Parents often view their parents’ and children’s health as more urgent than their own.
- Access barriers: Scheduling conflicts, costs, and limited convenient options make it harder for parents to care for their own health.
As a result, routine check-ups, preventive screenings, and wellness visits for parents are frequently delayed or skipped. For instance, while 76% of children visit the dentist, only 55% of mothers do.1 Similarly, only 46% of mothers receive routine eye exams.1
As these challenges accumulate, the consequences for caregivers’ overall well-being become more apparent. A 2023 study by the insurance company Guardian found that 41% of caregivers reported poor overall well-being—a rate 32% higher than non-caregivers. Additionally, an AARP survey revealed that 60% experienced increased emotional stress, while 37% faced physical stress tied to their caregiving responsibilities.
Closing the Gap: How Health Systems Can Support Parents
Health systems have a unique opportunity to bridge the caregiving gap by offering solutions that address the needs of both parents and children. Here’s how your health system can turn moments of care into opportunities for proactive health management.
1. Position Self-Care for Parents as Essential to Family Health
Many parents interact with health systems during pediatric or geriatric visits, making these touchpoints ideal for outreach and education. Use waiting areas to promote preventive care, such as mammograms and wellness visits. In addition, provide easy appointment scheduling through QR codes. Pediatricians should also gently raise the importance of parental health during visits, framing it as integral to family well-being.
2. Emphasize Convenience and Accessibility
Time constraints and logistical challenges are significant barriers to healthcare for parents. Health systems can expand telehealth and asynchronous care options to offer flexibility. Front desk staff should ask parents if they’ve booked appointments for themselves while visiting with their children. One-stop clinics that provide pediatric, adult, and geriatric care under one roof can also simplify managing multiple appointments. Be sure to highlight the advantages of continuity of care within a single health system—a feature many patients value.
3. Build Trust Through Empathy
Many consumers find traditional healthcare overwhelming and impersonal. Relatable patient testimonials can create a sense of connection, showing that your health system understands their challenges. Initiatives that reduce stress and prioritize family care can strengthen relationships with parents, positioning your health system as a trusted partner.
4. Embrace Digital Solutions
Digital tools can help parents balance their health needs with their caregiving responsibilities. Platforms for online appointment scheduling, health reminders, and family immunization tracking can make it easier for busy parents to manage their healthcare. Take inspiration from platforms like ParentNotices, which provide timely outbreak alerts and health management notifications. In addition, highlight telehealth options that save time and allow parents to address routine concerns without clinic visits. Educational tools and reminders can help prevent missed appointments. In fact, 20% of U.S. adults cited “forgetting to schedule” as one of the main reasons they delayed, avoided, or skipped care in the past year, according to Healthgrades’ women’s health report.1
However, be mindful of generational preferences. While Millennials tend to embrace digital tools, Gen X parents prefer in-person care. Offering a balance of both communication methods can cater to all age groups.
5. Prioritize Education
Closing the parental healthcare gap starts with education. Many parents may not fully understand the risks of neglecting their health or the long-term benefits of preventive care. Health systems can raise awareness through accessible content, such as blogs, social media posts, and short videos, emphasizing the value of regular screenings and wellness visits.
Simplifying healthcare for parents can also encourage engagement. Bundling services like vaccinations with wellness exams offers a streamlined approach that appeals to busy families. Seasonal campaigns provide additional opportunities to reach parents during critical moments. For example, incorporating health observances into your marketing calendar can emphasize the need for screenings while boosting Q4 initiatives focusing on flu shots and other vaccines can better prepare families for cold and flu season. Given that 42.1% of patients consult a physician immediately upon experiencing cold symptoms, this presents an ideal moment for your health system to encourage additional preventive bookings as part of a year-round preventive care strategy.
Supporting Families Starts with Supporting Parents
When parents thrive, families flourish. Unfortunately, their own care often gets neglected. Health systems have the power to change this narrative by meeting parents where they are—offering solutions that emphasize accessibility, education, and connection. With Healthgrades, your health system or practice can turn this vision into reality.
As America’s leading platform for doctor-patient connections, Healthgrades offers a suite of solutions to meet your marketing needs. Our Advertising Solutions for Health Systems ensure your health system stands out with prominent branding and targeted calls to action across Healthgrades and partner sites, guaranteeing conversions. By enhancing SEO and SEM strategies, we increase your relevance in search results, driving more qualified leads to your organization. Our solutions keep your health system top of mind, even on competitor’s profiles, as we position your brand as the go-to choice for busy parents seeking reliable care.
To expand your reach across multiple platforms, Healthgrades Brand Solutions leverages billions of consumer interactions and HIPAA-compliant data, combined with advanced machine-learning models, to identify and engage patients most likely to book an appointment. Tools like PatientConnect and PatienTarget offer hyper-targeted display advertising across digital platforms—including web, video, connected TV, and audio—ensuring your health system reaches parents where they are most active.
In addition to marketing solutions, Healthgrades’ Automation Solutions for Health Systems and Practices streamline patient communications and improve operational efficiency. Powered by Medchat•ai, a customizable AI platform, these tools handle everything from appointment scheduling and routine calls to specialty pharmacy enrollments. With HIPAA and SOC 2 Type 2 compliance, Medchat•ai provides a seamless, effortless experience for both patients and healthcare teams.
Help keep households healthy. Get in touch with us today to elevate your brand’s reach, build lasting connections with parents, and create a stronger foundation for the future.
- Healthgrades Women’s Health Research, July 2022. Note: Inclusive gender identity options were given, but less than 1% of respondents identified as other than “male” or “female”. Surveys were conducted on Suzy and weighted to be nationally representative based on age, gender, ethnicity, and region.
