The data: Gen Zers are less likely than older generations to have a primary care doctor. Just 71% of ages 18 to 29 have one compared with 97% of US adults ages 65 and older, according to a May Ohio State University Wexner Medical Center survey.

As a result, many Gen Zers are skipping routine care and turning to other care options when a health issue arises. Some 36% turn first to urgent care for non-emergency health issues compared with 68% of those 65+ who contact their primary care provider first. Fewer than half (47%) of adult Gen Zers have had a checkup in the past year.

Why it matters: Gen Z adults are comfortable piecing together healthcare through urgent care, telehealth, and health apps rather than the traditional route of relying on a primary care provider to coordinate care. Nearly one-third (35%) of Gen Zers use mobile apps for fitness, wellness, or medical and dental care, and 30% use telehealth compared with 14% and 18% of baby boomers, respectively, according to EMARKETER's US Digital Health 2026 survey. They're also far more likely to self-diagnose: 60% have diagnosed a health condition based on information they found online, compared with 29% of baby boomers.

Recommendations for healthcare systems and providers: Primary care providers have an opportunity to draw Gen Z into ongoing relationships by making their care services more accessible, relevant, and easier to navigate. Almost half (47%) of Gen Zers choose urgent care over primary care because it’s more accessible and on-demand, per Healthgrades.

Make primary care as easy as urgent care. Offer virtual-first access, same-day appointments, and text-based communication so seeing a primary care provider feels as convenient as walking into an urgent care clinic.

Position primary care around the health and wellness priorities Gen Z values. Emphasize mental health, stress management, performance, and overall wellness rather than annual physicals and lab work.

Address costs head-on. Be transparent about pricing, insurance coverage, and expected out-of-pocket costs to reduce uncertainty around Gen Zer’s perceived higher cost of primary care while pointing out that urgent care is likely more expensive.

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