Commercial risk will be a critical catalyst of progress – it’s complicated, but is it possible? We think so.

Blog Post

Here's how to meet the Gen X mandate

May 2, 2017

    Wedged between baby boomers and millennials, the small Generation X—those between the ages of 37 and 52—is often forgotten.

    Yet this demographic holds significant decision-making power: Many Gen Xers serve as caregivers to their parents and children and influence many of their family's important health care decisions. Nearly three-quarters of Gen Xers identify as chief health decision-makers in their families.

    Planners therefore risk losing the business of boomers, millennials, and Gen Xers if they overlook Gen X in their care strategy. Read on to learn about this demographics' defining characteristics—and three ways you can meet the Gen X mandate.

    1. Appeal to consumers with virtual visits for family members

    We've found that Gen Xers are particularly interested in virtual visits offerings, both for themselves and their loved ones. Our Virtual Visits Consumer Choice Survey found that 72% of Gen Xers indicated they would consider using a virtual visit for their sick parent, and 87% for a sick child.

    Check out our new infographic to learn more about consumer preferences for virtual visits.

    2. Leverage a multiplatform marketing strategy

    Another defining characteristic about Gen Xers is that they don't shy away from searching for health care information—whether via online reviews or talking to friends. This gives growth strategists several options to capture the business of this demographic.

    But a high-tech marketing strategy alone won't be enough: Unlike younger millennials, Gen Xers still use traditional mediums such as TV commercials, in-office brand materials, and print advertisements when making judgements on provider quality.

    Therefore, it's important that planners not forget about traditional marketing mediums. One often-overlooked option that appeals to all generations is a word-of-mouth strategy. To promote friend and family referrals, enlist your past and existing patients to serve as program ambassadors that can emphasize your patient-centric care offerings and encourage self-referring Gen Xers to pick you.


    Have a Question?


    Ask our experts a question on any topic in health care by visiting our member portal, AskAdvisory.