How can healthcare win over the younger generation?
Healthcare services have undeniably been playing an integral part to everyone. However, the industry may still find it challenging to penetrate the market of the younger generation, namely the millennials and Gen-Z.
The digital age ushers in a brand new lifestyle to the world - people, especially the millennials and Gen-Z, are inclined to look for speedy, convenient, and personalized solutions for basically everything.
Young People, the Health-conscious Yet Vulnerable Generation
Young people are the healthiest and strongest age group under the general impression. As a matter of fact, the millennials and Gen-Z are more conscious and proactive about healthcare issues than their elder generations. That may explain why hospitals and clinics endeavor to engage adults and children with specific care but seldom do they customize their services and design for young people.
The truth is, they may probably be more vulnerable than one would think - the millennials and Gen-Z are reportedly prone to a higher level of stress than other generations. Covid-19 Mental Wellness Taskforce published its findings in 2021 that 52% of interviewed youths struggled with mental health issues in Singapore. They faced anxiety over the future, finances, and academic or work performance.
Making Healthcare Services Accessible to Young People
Voluntary Welfare Organizations (VWOs) in Singapore have put forward youth-centric counseling services in the face of the growing concerns of teenage mental health issues. It is not the only organization in Singapore to offer individualized emotional support, needs identification, and befriending services for Singaporean youths. These organizations strive to establish trust between young customers and doctors by creating a comprehensive network of youth mental health services for youths suffering from mental disorders in Singapore.
As the World Health Organisation advised, it is imperative to provide high-quality, accessible, and youth-friendly health services appropriate for young people. How do we take a step towards healthcare for the digitally inclined cohort? Here’s a possible way to start with.
4 hospital designs that engage young people
1. Smooth and speedy services
While young people are not interested in spending hours in the waiting room, a convenient experience of streamlined online and offline healthcare services, from online scheduling to digital check-in kiosks, could make the process more comfortable and build trust with them.
A prototype design of waiting area by HKS Inc. similar to Apple’s Genius Bar
Image by HKS Inc. via https://www.hksinc.com/
2. Technology integrated into the healthcare experience
Further beyond speedy service delivery, the tech-savvy Millennials and Gen-Z need technology seamlessly integrated into the healthcare experience. Digital features, ranging from telehealth services, secure online communication, remote monitoring of health conditions to virtual access to medical records, can appeal to the younger generation to a large extent.
AI chatbot for 24/7 consultation services at Pusan National University Hospital
Image by Korea Biomedical Review via www.koreabiomed.com/
3. Aesthetic and biophilic hospital designs
What’s more, the design of healthcare spaces also matters to youthful customers. Rebranding hospital spaces by providing a soothing environment can emphatically promote the image of hospitals to millennials and Gen-Z and even accelerate the recovery of patients. It can be a simple reformation - a spacious private room with a natural scene or a waiting area with aesthetic designs can do the trick.
Image by Tia Clinic via metropolismag.com
Tia, a women’s care clinic in Manhattan, attracts a youthful and aesthetically-minded clientele with clinic experience as bright and comfortable as their online experience. The clinic is adorned with colorful furniture, paintings, hanging plants, robes, and socks that make young patients feel comfortable.
4. Involve young people in designing hospitals
While the above is only hospital designs that scratch the surface of demand, healthcare providers can always take up a notch to shape the ideal healthcare settings by exploring the inner world of the millennials. Involving them with the design of experiences and products may also spark interesting insights into re-engaging with the young generation.
Healthcare hackathon events have been held to involve youth in designing youth-friendly hospitals. Young people are invited to advise to pitch insightful ideas about refining healthcare designs together with professionals from the perspective of potential users. In this connection, the young generation may build trust in respective healthcare providers and become more willing to be engaged.
Q1: How do Millennials view healthcare?
A1: Gen-Z and Millennials are more health-conscious and willing to spend on fitness and healthy food. However, they may be less reliant on traditional healthcare delivery services they don’t trust.
Q2: How can hospitals appeal to young consumers?
A2: Hospitals can enhance their digital capabilities and improve hospital designs to rebrand themselves as youth-friendly service providers. Besides, they can involve the young customers when designing healthcare spaces.