Desk research indicates that this audience procrastinates health care
The healthcare industry is committed to understanding GenZ’s behavior across the ecosystem that encompasses quality of life, well-being, and physical health.
Accenture Song, under the leadership of Adriana Esteves, director of design and digital products, went into the field in the first half of the year to gather insights capable of contributing to the marketing management of this consumer core.
‘GenZ and health’ is the theme of the analysis whose focus is “understanding the human experience, to recommend paths that make sense both for people (our clients’ customers) and for the business — it is at this intersection that our work is rooted”, says Adriana, who continues:
“It is important to note that when we talk about a generation, we need to remove conscious and unconscious biases because it is very easy for a millennial to say that the ‘new generation doesn’t want anything to do with anything’. However, I personally realized throughout the research that, when it comes to health, GenZ is saying what they want, but it is not being well interpreted, and both the health and communications industries can delve deeper to understand them better. Accenture Song sees that simply putting the customer at the center is no longer enough and, more than that, putting life at the center is how companies can truly be relevant in their solutions. And, in the case of this generation, this is no different, but I would say it is even urgent. The videos on TikTok that ‘touch’ on the topic of health cover a part of a patient’s journey that is not discussed in doctors’ offices, laboratories and hospitals.”
One of the interviewees, aged 24, says he goes to a doctor’s office when he really needs to, “but he doesn’t follow the entire process (doctor, lab, follow-up) because the service is not automated.” But these insights, as Adriana notes, are liquid experiences that are essential for agents working in the healthcare business. “There is a potential huge loss of revenue at this point. The main point here is to facilitate the service through experience before thinking about differentiated diagnostic centers,” says Accenture executive Song.
Read the full report in the print edition of August 19.
