health care

Study: We're Living Longer, But Getting Sick Younger

Americans are living longer and getting sicker earlier. Those in the middle are increasingly caring for both their children and aging parents. And mental health is a priority among all generations.

Such is the state among today’s patients and caregivers, according to research from WPP healthcare agency CMI Media Group.

The study covered 58 distinct medical conditions, with mental health issues the most common among millennials and Gen X, and second most common among Gen Z (behind allergies).

Over a quarter of respondents (28%) said anxiety affects them daily, and 25% of millennials to boomers are suffering from migraines.

About a third of those surveyed are caregivers to someone with a medical condition, including 58% of millennials. And 41% of millennials are patients themselves as well as caregivers. 

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More than half of millennials (52%) and 43% of Gen Xers said they do their own research on conditions and medications. They also expect the content they access to be personalized, including healthcare ads -- a desire expressed by 52% of millennials and 37% of Gen Xers.

Younger consumers were found to be more likely to use social media and Reddit communities for health-related purposes

Overall, CMI said, 46% of Gen Z and 45% of millennials use social media sources for health information, compared to 23% of Gen X and just 5% of boomers and the silent generation.

Most people surveyed still see their doctor as an important resource, with 79% across all generations saying they follow their doc’s direction "very often" or "always."

On the other hand, the study found, patients across generations are not actually going to the doctor – “and this is inclusive of telehealth.” For example, 19% of Gen Zers had not seen any doctor in the past 12 months, largely because of affordability and lack of satisfaction with insurance coverage. “This highlights the importance of and opportunity for healthcare marketers to step in and utilize direct-to-consumer tactics that can help patients stay informed and empowered between doctors’ visits,” the study stated.

About a third of respondents across all generations prefer a method of seeing their doctor that is not “in-person.” For Gen Z, CMI said, the reason to use telehealth is “convenience and flexibility,” while for boomers and the silent generation, it’s “not having to physically go to the doctor.”

Younger people are more happy about telehealth, though, with 20% of Gen Zers saying they get better care from their doctor that away, compared with just 3% of boomers and silents.  This “shows that Gen Z embraces new formats for healthcare, seeing it as not only a replacement for in-person visits, but maybe even something better,” CGI said. “Pharma marketers should keep this in mind when developing programs.”

Another thing to keep in mind is that younger people are more likely to ask their doctor for specific medications seen in ads: 22% of Gen Zers and 34% of millennials, but only 13% of Gen X, and 6% of both boomers and silent.

A similar pattern holds true for the influence of, yes, social media influencers, with 47% of Gen Zers and 58% of millennials saying such influencers would be moderately or very influential on their healthcare decisions, but only 21% of Gen X and 24% of boomers and silent.

“The younger generations are more open to being influenced across all channels,” CMI said. “This trend, accompanied by the trend of America getting sicker, younger, presents a significant opportunity for pharmaceutical brands,”

AI also presents an opportunity, the agency reported: “one in four consumers state they have already used some form of AI to help answer a healthcare question. Among these consumers, 71% found the information they got from AI to be trustworthy [and only 6% “untrustworthy”].

The CMI report, titled “Media Vitals 2024/25 Edition: What Patients Want and Need from Pharma,” is based on input from 4,500 patients and caregivers obtained this past March and April.

 

1 comment about "Study: We're Living Longer, But Getting Sick Younger".
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  1. L M from agency, July 24, 2024 at 4 a.m.

    Headline is a misnomer, as not the focus or the report:
    "Study: We're Living Longer, But Getting Sick Younger"

    Source first called out as, "according to research from WPP healthcare agency CMI Media Group." 
    But later references are to "CGI" multiple times, and then "GGI"

    Re:
    "Younger people are more happy about telehealth, though, with 20% of Gen Zers saying they get better care from their doctor that away, compared with just 3% of boomers and silents. This “shows that Gen Z embraces new formats for healthcare, seeing it as not only a replacement for in-person visits, but maybe even something better,” 

    Gen Z ailments can hardly be compared to chronic of Boomers/Silent. The latter needing vitals tracked more often, and having issues that should be seen in person (e.g. vision, hearing, movement/Parkinson's, artery disease, Shingles, skin cancer, COPD).
    The youthful wish that tech alone can REPLACE in person Dr is based on sense of feeling indestructible.
    And, that mental health is a core issue...so, yes, that can be via call or video (whereas their "allergy" issues may not be). Boomers & Silents had to learn tech during pandemic. 
    Last, there can be a healthy skepticism of medical tech & insurance data breaches. Elders will learn a lot faster than youth.
    More bills leaves greater risk for data breaches to turn into identity theft. 
    Interesting if same respondents could be tracked for next 20 years.

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