The trend: Side effects (61%) and insurance coverage (60%) are the top factors US consumers consider when choosing a medical treatment, but priorities vary sharply by generation, according to a July YouGuv survey.

When making treatment decisions:

• Baby boomers are more likely to prioritize side effects (67%) than Gen Z (52%).
• Gen Z is more likely to assess prescription drug costs (42%) and overall treatment costs (41%) than baby boomers (38% and 35%, respectively).
• Gen Z is also more likely to consider others’ testimonials (16%) than boomers (8%).

Why it matters: Generational differences in medical treatment priorities reflect how consumers engage with the healthcare system.

Because boomers have decades of direct experience navigating the healthcare system and managing complex or ongoing prescriptions, they make treatment decisions by weighing risk through established medical authority. Their primary concern is managing treatment risks like side effects, leading them to rely heavily on direct medical expertise: 85% trust their primary care physician, according to a PwC survey, compared to just 57% of Gen Z. Having spent a lifetime inside traditional care models, boomers prioritize clinical guidance and risk mitigation over outside opinions.

With less cumulative experience navigating healthcare systems and lower trust in formal institutions (as seen in the PwC data), Gen Z approaches medical decisions through a lens of affordability and social validation. Younger consumers engage with healthcare less through primary care relationships and more through real-world constraints like financial pressure and peer networks. Cost is a dominant factor influencing treatment: 40% of adults ages 18 to 29 report trouble paying for care, compared with just 13% of adults 65 and older, per an April KFF survey. Insurance challenges also disproportionately affect young adults. Lacking long-established relationships with physicians, Gen Z compensates by relying on tangible, relatable signals: they are twice as likely as boomers to weigh patient testimonials and peer experiences as their primary decision-making frameworks, per YouGov.

Implications for pharma marketers: Health communications that help consumers decide may depend less on creative execution than on the proof behind them. Boomers are more likely to respond to clear, easy-to-understand clinical information, transparent discussions of side effects, and reinforcement from healthcare providers. Meanwhile, Gen Zers place greater weight on affordability, out-of-pocket costs, and authentic patient voices that reflect real treatment experiences. Brands that align their messaging and supporting proof points with each generation's decision drivers will be better positioned to influence treatment decisions, drive treatment starts, and improve adherence across generations.

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