The misunderstood potential of Gen Z healthcare consumers
Healthcare systems are under unprecedented pressure to grow in today’s competitive landscape. Traditional expansion strategies are no longer sufficient, and forward-thinking organizations are looking to capture emerging demographic segments. JPL’s own extensive research reveals that Gen Z—those now ages 18 to 27—represents one of healthcare’s most promising yet misunderstood opportunities.
Cost clarity: A critical factor in Gen Z healthcare decisions
Our initial findings reveal that financial transparency is more than just a preference for Gen Z—it’s often a prerequisite for engagement. Among those without a primary care provider, 70% cited financial concerns as a primary barrier. This generation isn’t necessarily avoiding healthcare. But they are demanding clarity before committing to it.
As one research participant explained: “I needed surgery on my hand. One hospital quoted $5,000. I had to call around for days just to find someone who would take my insurance.”
For Gen Z, the issue extends beyond affordability to include predictability. Many expressed frustrations with unexpected bills and opaque pricing structures. This creates what our research team identified as a “cost consequence loop”—where young patients delay care, question value and potentially disengage from the healthcare system entirely.
Comprehensive research study launching soon
This insight represents just one dimension of JPL’s national survey and focus groups with nearly 1,100 Gen Z participants. The complete study, available this June, provides healthcare marketers with evidence-based strategies for meaningful engagement with this influential generation.
Key areas our research will address
Our proprietary research framework examines several critical dimensions of Gen Z healthcare engagement:
- Trust and relationship building: What creates meaningful provider connections
- Digital experience and access: How technology expectations are reshaping care delivery
- Financial transparency: The new value equation driving healthcare decisions
- Information sources and influences: Where and how Gen Z forms healthcare opinions
- Identity and personalization: Why inclusivity is fundamental, not optional
Why this research matters now
Gen Z isn’t just another patient population—they’re a bellwether for healthcare’s future. Their expectations are reshaping what healthcare delivery looks like for all demographics.
The organizations that understand and adapt to these expectations now will not only capture this growing market segment but will be better positioned for success across their entire patient population.
Get the research: Exclusive access for healthcare leaders
Be among the first to receive JPL’s complete findings and strategic recommendations when our full report launches in June. We’ll be presenting these insights through free, in-person meetings where you’ll receive:
- Detailed analysis of Gen Z’s healthcare decision-making journey
- Strategic recommendations for immediate implementation
- Competitive intelligence on what’s working in the market
- Actionable roadmaps customized to your organization’s needs
Request your free, in-person presentation to receive the complete report.
This research was conducted independently by JPL’s healthcare insights team through a nationwide study of Gen Z healthcare consumers.
