How do you market telehealth to Generation Z?

young women looking at smartphones in a traincar
Summary:

The success of your telehealth program will hinge on how well you can attract younger patients. Though Millennials are often the age demographic marketers go after, Generation Z is a must-target to grow your telehealth program.

Estimated read time: 3 minutes

The success of your telehealth program will hinge on how well you can attract younger patients. Though Millennials are often the age demographic marketers go after, Generation Z is a must-target to grow your telehealth program. And, by using these proven strategies you’ll be well-positioned to attract this powerful demographic.

Attracting young adult patients is the key to growing your telehealth services program. With more than 45% of young adults ages 18 to 24 not having a primary care physician, tapping into this doctor-avoidant, Generation Z population is a must.

Unlike their Baby Boomer counterparts, Generation Z patients are the most dissatisfied with the current state of the healthcare system. And, as they age, this dissatisfaction will likely be the driving force behind reshaping healthcare options as we know it. Coupled with new healthcare transparency regulations and greater access to medical advice on the internet, appealing to the on-demand preference of this cohort can be telehealth’s key selling point.

The best way to reach Generation Z?

Social media.

Known as the “first generation of digital natives”, this cohort born between 1995 and 2015 have grown up as avid users of technology. Therefore, the role of social media in how they interact with brands cannot be ignored. In fact, a recent Pew Research study found that 78% of Generation Z use at least one social media platform every day, with 71% of those surveyed using Instagram. And, with the popularity of other social media platforms like SnapChat skyrocketing, telehealth brands have to position themselves on social media to attract this younger demographic.

Here are the best strategies to reach Generation Z patients on social media.

Leverage user-generated content.

Younger consumers are less interested in what you’re selling as they are in how your brand makes them feel. In fact, marketing researchers have found that 44% of Generation Z expect to see user-generated content on brand’s social media pages as a form of social proof. Therefore, showcasing how your brand is impacting the lives of others is a key thing to highlight in your social media campaigns. Running social media contests asking people to share how much time telehealth services have helped them save or what improved health outcomes they’ve been able to achieve by having access to your telehealth services are effective ways to bring your brand to life.

Prioritize videos over text.

As YouTube and micro-video sites like TikTok gain popularity, Generation Z is seeing more ads through video content than ever. More than 52% of this younger demographic preferring to watch video ad content, so creating a robust video advertising schedule is an important component in marketing your telehealth program. In-app advertising is a great way to go about serving video ads to your target market on the platforms they use the most.

Whether you are featuring video testimonials, behind the scenes video walkthroughs of how your services work, or posting informational health-related tutorials, these are all effective ways to get in front of Generation Z with the type of content they want to see.

Showcase your company values.

Younger consumers more than ever expect brands to be transparent and embody the values they believe are important. Highlighting the societal impact your brand is or has had on the world are key things to note on social media, to immediately resonate with younger patients.

For telehealth services, identifying the greater access to healthcare, the lower cost, and the ease of use are all beneficial messages to incorporate on social media to attract Generation Z. In addition, highlighting social causes you support or giveback campaigns you have funded are other effective ways to show Generation Z that you have a vested interest in the future.

Because Generation Z represents more than a fifth of the population, marketing to them through social media is crucial to the future success of your telehealth program. Miss the opportunity now to position your brand as a thought leader on social media and you could be losing significant ground with younger patients that will be hard to regain later. Want to discuss your social media marketing strategy and how you’re reaching your Gen Z patients? Send me a note with “Gen Z” in the subject line.