Gen Xers are becoming frequent fliers of the healthcare system, as many are responsible for taking care of themselves and loved ones. They’re also tech-savvy yet thoughtful about which digital health tools to use. With Gen X patients bridging the gap between traditional and digital, healthcare providers and marketers must identify the most effective ways to build trusted relationships with this hybrid group.

Key Question: How can marketers use a mix of digital and traditional tools to help Gen Xers address their healthcare needs?

KEY STAT: Gen X consumers use a mix of in-person and digital channels to seek out health-related information, access care, and engage with providers.