When navigating their health journey, patients have an overwhelming number of options for finding medical information and making purchases. Marketers must tailor their engagement strategies via a unique mix of digital and traditional channels to best reach each patient generation.

Key Question: Where do US consumers typically begin their online research for medical information?

Key Stat: Gen Zers and millennials increasingly start their patient journeys on social media platforms, while Gen Xers and baby boomers are more likely to turn to search engines and medical information websites, according to our December 2023 US Digital Health survey.