As Gen Z navigates healthcare with smartphones in hand, health systems need to leverage social media to reach this digital generation.
Born between 1997 and 2012, Gen Z has grown up immersed in smartphones, social media, and instant access to information. Technology is at the core of how they connect, learn, and make decisions—especially regarding healthcare. With Gen Z comprising about 30% of the global population, this age group has become a critical audience for health systems. When interacting with Gen Z, health systems need to consider a digital-first approach to stay relevant and engaged with this growing cohort.
The Gen Z lifestyle, defined by a preference for self-service and autonomy, drives healthcare toward more personalized, on-demand services. To engage this group, health systems must meet them on the digital platforms they use daily. However, traditional marketing tactics won’t be enough—success requires creativity and relationship-building. By adopting these strategies, healthcare marketers can connect with this influential demographic and gather valuable insights to shape the future of care delivery and Gen Z healthcare advertising.
How Technology Shapes Gen Z’s World
Gen Z is a generation that’s constantly online—often wirelessly. According to eMarketer, 98.2% of Gen Z adults in the U.S. own a smartphone and use it at least monthly. Additionally, 79.2% have used a mobile health app in the last year, making this group of young patients well-versed in tracking their fitness, general wellness, and mental health through digital means. By engaging Gen Z on the channels they frequent, health systems can effectively share resources on topics such as preventive care and mental wellness initiatives, as well as communicate important health information about specific conditions.
For instance, a health system could create short, engaging videos on Instagram Reels that address common health questions or offer tips for managing stress. These bite-sized pieces of content are designed for easy consumption, allowing Gen Z to access and act on health advice in a familiar format. According to our Consumer Healthcare Study, Gen Z (30%) and Millennials (24%) look to social media for healthcare information more than any other generation (11% of Gen Xers and 4% of Baby Boomers)1, highlighting the necessity for any Gen Z healthcare advertising campaign to adapt to these preferences.
The question is: What platforms should health systems integrate into their Gen Z marketing strategy to enhance outreach and engagement?
Why Health Systems Should Engage Gen Z in Their Digital Space
Simply put, Gen Z is active on social media, frequently seeking health information on these digital communities rather than traditional search engines. By establishing a strong social media presence, health systems can capture their attention at critical moments in their healthcare journey. According to eMarketer, 50% of Gen Zers use social media to look up specific health-related information often or all the time, presenting a valuable opportunity for health systems to position themselves as credible sources where this generation is already searching for answers.
Additionally, Gen Z is increasingly turning to social media channels for self-diagnosis—30% of this demographic has used social media to “diagnose” conditions like depression or anxiety. Therefore, Gen Z healthcare advertising strategies should recognize this trend—this generation seeks information quickly and is often not waiting for a healthcare professional’s input. By engaging in this digital space, health systems can guide Gen Z toward verified and safe resources rather than getting lost in trending content that may contain misinformation.
Primary Social Channels for Gen Z Health Searches
While TikTok might come to mind as the primary social media for Gen Z, the reality is more nuanced. According to eMarketer, Instagram leads as the most popular source for health-related content, followed by YouTube, Facebook, and TikTok. Broken down by platform, 44% of Gen Zers report they’ve turned to YouTube for health information before visiting a doctor, while 33% have done the same with TikTok.1 However, TikTok has carved out a niche where Gen Z seeks quick health tips, particularly regarding fitness, diet, and wellness. Around 56% of them use TikTok for preventive care advice, and nearly 10% prefer this video medium over traditional search engines for information.
These preferences underscore a key consideration for health systems looking to enhance their Gen Z healthcare advertising strategy: each network serves a different purpose. For instance, they often go to YouTube for more in-depth explanations, such as workout routines or mental health advice. TikTok excels in delivering trends and quick tips, while Instagram is ideal for following health influencers or brands.
To maximize reach, health systems should build a robust, consistent presence on Instagram, YouTube, Facebook, and TikTok with mobile-friendly content that intrigues and inspires users. Regularly sharing wellness tips or launching a YouTube video series on preventive health, for example, can help keep Gen Z engaged and informed about their health. Understanding each platform’s unique role enables health systems to tailor content that feels native, relevant, and compelling to young patients.
The Importance of Easy Access to Health Information
Gen Z expects quick and seamless access to information. This generation is accustomed to receiving answers promptly, often seeking information before entering a doctor’s office. According to our Consumer Healthcare Study, Gen Z and Millennials are more likely to conduct their own health research compared to Gen X and Baby Boomers.1
Notably, a significant portion of Gen Z trusts AI chatbots for health information, with 93% reporting that they find chatbots somewhat or very trustworthy.2 What’s more, younger generations are somewhat more likely to say ratings and reviews are “very” or “extremely important,” highlighting that every piece of information they can find about your health system brand matters.
As such, utilize your social channels to make health information accessible in a way that feels intuitive to them. Drive social media traffic to your health system’s website, and provide clear calls-to-action that encourage consumers to book in-person or virtual appointments via your online appointment scheduling platform. According to a Healthgrades study, 55% of respondents were likely to consider changing doctors to one who offers online appointment scheduling, and 80% reported using online appointment scheduling at least some of the time.3
In addition, center your content around frequently asked health questions and offer glimpses of your care team to build trust with potential patients. Research trending healthcare topics and tailor your content accordingly to increase your brand’s visibility on their feeds.
The Power of Peer Perspectives
Peer influence significantly impacts many of Gen Z’s lifestyle choices, and this demographic often turns to peer connections via social media for additional information. Our research indicates that Gen Z is more reliant on social media (30%), others online with the same health conditions or goals (21%), and blogs, forums, or influencers on social media (21%) for health information compared to other generations.1
Health systems can leverage this trend by creating content that amplifies peer voices, such as testimonials, influencer partnerships, or social media takeovers featuring actual patients. A Healthgrades study found that 48% of Gen Z patients trust patient reviews “a lot” or “completely,”4 underscoring the power of personal perspectives in Gen Z healthcare advertising.
Social Media Tips for Connecting with Prospective Gen Z Patients
Simply posting occasionally on a single social media account isn’t enough to engage Gen Z patients seeking care. A dynamic approach is essential, considering the type of information this audience values and how they prefer to access it. Here are several strategies to help your health system connect meaningfully with Gen Z on their preferred outlets:
- Craft Visually Appealing Content: Gen Z prefers interactive, visually appealing, and relevant content. Focus on crafting interactive elements like videos, infographics, and polls to capture their attention. For example, you can start a TikTok challenge promoting daily physical activity, encouraging users to participate, share their progress, and uplift each other.
- Prioritize Authenticity and Transparency: Honesty and clarity are crucial for gaining Gen Z’s trust. A Healthgrades Hospital Quality study found that this generation is more likely than older generations to indicate, “Not sure where to find trustworthy information about medical specialists’ experience with my condition or procedure.”5 Ensure your content demystifies complex topics, such as what to expect during a specific medical procedure or how to find qualified specialists. This way, you position your brand as a valuable resource for information while opening the door for meaningful patient interactions.
- Leverage Influencer Partnerships: Gen Z values participation, making influencer partnerships an effective way to engage them. Collaborate with trusted health influencers to share authentic healthcare experiences and insights through testimonials, blog posts, or social media content using a branded hashtag. Highlighting these partnerships on your YouTube channel can help foster a sense of community and connect with young patients in a meaningful way.
- Build a Community: When patients feel connected and welcomed by your brand, they are more likely to remain loyal. Consider hosting live Q&A sessions with healthcare professionals, such as an Instagram Live with an orthopedist discussing how to prevent workout-related injuries. This allows Gen Z patients to ask general health questions in an interactive format. Ensure that these sessions are moderated and that responses are kept general to avoid giving specific medical advice.
These are just a few ideas to help your health system creatively engage with Gen Z prospects on social media. As you refine your approach to specific service lines and patient demands, aim to create personalized campaigns and interactive events that make your brand stand out in a crowded marketplace.
Downsides of Health Information on Social Media
Although social media for Gen Z offers significant opportunities, it also comes with risks. Misinformation is widespread—anyone can post health advice without proper fact-checking. This makes Gen Z particularly vulnerable to misleading content. In fact, one in eleven Gen Z users had experienced health issues after following advice found on TikTok.
Furthermore, social media platforms lack standardized processes for verifying the credibility and expertise of individuals or organizations sharing health information. A survey found that 63% of Gen Z users believe TikTok creators should be held legally accountable for their health advice. Social media can also negatively affect self-esteem, with 60% of Gen Z users reporting that TikTok makes them feel less confident about their bodies due to comparisons with other creators.
Health systems can address these challenges by consistently providing accurate, evidence-based information and actively debunking misinformation as it emerges. For example, Duke Health launched a “Myth vs. Fact” series to clarify misconceptions surrounding COVID-19 vaccines. The series educated viewers on vaccine efficacy and safety while directly addressing common myths and promoting informed healthcare choices. Consider using similar approaches for topics like diet trends or mental health treatments, positioning your health system as a reliable source amid the flood of misinformation.
Connect with Gen Z Where It Matters with Healthgrades
As Gen Z takes charge of its healthcare decisions, it’s essential for health systems to understand where this generation seeks information and to deliver compelling content on those platforms. Social media is key in shaping their perceptions and expanding your brand’s presence on trusted third-party sites like Healthgrades can be an effective way to connect with this audience.
Healthgrades enables you to reach them at the right place and time. From outreach to outcomes, our suite of solutions boosts brand awareness, enhances accessibility, and streamlines operations, allowing your team to build lasting connections with demographics like Gen Z.
Our Advertising Solutions connect your brand with the largest online audience of motivated healthcare shoppers—two-thirds of visitors to Healthgrades physician profiles schedule an appointment within a week. As our partner, you can tap into this high-value patient pool and drive appointments for your service lines with guaranteed conversions. Here’s how Healthgrades can enhance your Gen Z healthcare advertising strategy:
- Increased visibility: Highlight your health system with prominent branding and calls to action on healthgrades.com and our partner sites.
- Competitive intercept: Promote your brand and present your medical staff as alternative options directly on your competitors’ profiles.
- Better relevancy in search results: We complement your SEO and SEM strategies to maximize your relevance in search results and provide qualified leads.
Across media platforms, Healthgrades Brand Solutions helps your brand reach a highly targeted audience. Our customized media plans align with your marketing strategy and leverage Healthgrades Audience Intelligence to identify the patients most likely to make appointments soon. Maximize your branding investment through PatientConnect’s hyper-targeted display advertising on healthgrades.com and PatienTarget’s strategic omnichannel advertising across web, video, connected TV, and audio platforms to reach Gen Z patients where they are.
Once you’ve captured their attention, transform it into action with Medchat·ai for Health Systems and Practices. Our AI-powered Automation Solutions deliver seamless patient communications and automate workflow processes across all facets of care. From handling common inquiries and scheduling triage to managing specialty pharmacy enrollment and ongoing care, this fully customizable, HIPAA- and SOC 2-compliant tool overcomes organizational bottlenecks, freeing your team to focus on patient care while boosting retention and satisfaction.
Chat with us today to learn how to stay connected with Gen Z, no matter where they are on the web.
- RVO Health Consumer Healthcare Study, May 2024, n=2,985; Among US Gen Pop (n=2,535), Gen Z (n=219), Millennials (n=706), Gen X (n=704), Boomers+ (n=906)
- Physicians and Consumers Asynchronous Care + AI Survey, July-August 2023, n=384 physicians; n=937 consumers
- Reviews and Online Appointment Scheduling survey, Healthgrades Study using Suzy Online Survey Platform. n=1072
- Healthgrades LGBTQ+ Study, May 2023 N= 952 LGBTQ+ identifying US adults; N= 1049 cisgender and heterosexual identifying US adults
- Healthgrades Hospital Quality Study, 2022, n=991
