For healthcare marketers following consumer trends, one signal is coming through louder than ever: Financial transparency isn’t just a compliance issue anymore—it’s becoming a competitive advantage.
Our recent monitoring of healthcare consumer behavior indicates Gen Z is at the forefront of demanding a completely new approach to how providers communicate about costs. This trend aligns with findings from our upcoming national research study on Gen Z healthcare engagement.
The transparency challenge
Major retail players like Amazon and CVS continue expanding their healthcare offerings with clear, up-front pricing models. Meanwhile, industry analysts suggest that a growing portion of routine healthcare services could eventually shift to these consumer-centric alternatives if traditional providers don’t adapt.
This shift isn’t happening in a vacuum. It’s being accelerated by Gen Z consumers who, according to early findings from our research, consistently rank financial clarity among their top considerations when choosing healthcare providers.
The complex reality of price transparency
Traditional healthcare systems have struggled with price transparency for complex structural reasons, and progress remains frustratingly slow:
- Despite the Hospital Price Transparency Rule implemented in 2021, compliance remains inconsistent across the industry.
- The recent executive order to accelerate regulatory enforcement (February 2025) shows recognition of the problem, but experts caution meaningful change will take time.
- Industry surveys indicate a majority of consumers have avoided care due to inability to determine costs in advance.
- Price estimation tools remain underutilized despite growing consumer demand.
The gap between consumer expectations and healthcare’s ability to meet them creates both risk and opportunity for forward-thinking organizations.
Why this matters for healthcare marketers
While the technical and operational challenges of true price transparency are significant, healthcare marketers face an immediate strategic question: “How do we address this expectation gap authentically?”
The implications for marketing strategy are meaningful:
- Financial communication is becoming a front-door issue: Gen Z consumers increasingly evaluate providers based on cost clarity before clinical considerations.
- Incremental improvements matter: Even small steps toward greater transparency can differentiate your organization.
- Opportunity for leadership: The slow pace of industry change means early adopters gain significant advantage.
- Educational content fills gaps: Helping patients navigate complexity builds trust when perfect transparency isn’t yet possible.
A strategic approach to the transparency gap
Our research suggests healthcare organizations don’t need perfect solutions to meet Gen Z’s expectations.
What Gen Z needs is authentic communication that acknowledges the challenges while demonstrating commitment to improvement.
Some approaches that resonate with this generation include:
- Clear explanations about what determines healthcare costs
- Front-end cost estimators for common procedures
- Transparent discussions about insurance coverage limitations
- Financial counseling options promoted prominently in marketing materials
- Digital tools that provide billing explanations in plain language
Get the research for the complete story
Our June research report will provide a comprehensive analysis of how Gen Z’s transparency expectations are reshaping healthcare marketing. Beyond this single dimension, the report explores interconnected factors including digital experience, trust-building and personalization that together form the complete picture of Gen Z healthcare engagement.
Be among the first to receive these insights and discover strategic approaches for navigating this changing landscape. Request your presentation of our complete research findings.
This trend analysis complements JPL’s upcoming comprehensive research on Gen Z healthcare consumers.
