Gen Z healthcare: App preferences, trends, and features that resonate

Skincare, mental health focus, TikTok doctors, DIY healthcare…

Born between 1997 and 2012, Gen Z have grown up in a world where smartphones and the internet are as common as electricity. They browse TikTok for health advice and journal everyday as a way of coping with negative thoughts. 

The generation comes with their distinct behaviors and preferences.

1. How does Gen Z view healthcare?
2. What kinds of healthcare and wellness apps get them excited? 
3. What do social media have to do with it?

Let’s dive in.

Who is Gen Z?

Generation Z (Gen Z or Zoomers) is often referred to as the demographic born between 1997 and 2012, making them between 12 and 27 years old in 2024.

This demographic is known for its tech-savvy nature, having been immersed in digital technology from a young age. Their values, which include inclusivity, authenticity, and a strong emphasis on mental health, significantly influence their approach to healthcare.

Gen Z’s healthcare preferences: Holistic care

@thegutgirlie

Another one of my favorite health and wellness apps. #fodmapfriendly #foodintolerance #digestiveissues #thegutgirlie

♬ original sound – Anna Kalfayan, RD

Holistic health is a comprehensive approach to wellness that considers the whole person rather than just treating specific symptoms. It focuses on the interconnectedness of mind, body, and spirit, emphasizing prevention and overall well-being.

Holistic health encompasses various dimensions:

• Physical: Nutrition, exercise, sleep, and overall bodily function.
• Emotional: Managing stress, building resilience, and cultivating positive emotions.
• Mental: Cognitive function, learning, and problem-solving.
• Social: Relationships, community involvement, and support networks.
• Spiritual: Purpose, values, and connection to something larger than oneself.

Gen Z views health as integrated wellbeing, a mix of physical, mental, and emotional aspects. This holistic approach is particularly clear in their focus on mental health.

Mental health: A core priority

For Gen Z, mental health isn’t a taboo topic – it’s a core part of their overall well-being.

Gen Z is 80% more likely to report experiencing anxiety or depression than older generations (AECF), and they’re ready to pay out-of-pocket for mental health memberships (GenZHealth). Being the age cohort that most frequently reports moderate to severe symptoms of stress, depression, and anxiety (Statista), Zoomers puts a lot of stress on having their mental health intact–be it through going to therapy or downloading a mediation app.

These preferences are reflected in the following types of apps:

1. Mood tracking and journaling: Apps like Gratitude allow you to log emotions and thoughts, giving insights into their mental state over time.
2. Meditation and mindfulness: Quick, guided sessions that fit into busy schedules in apps like Headspace or Calm help users find moments of calm throughout the day.
3. Stress management tools: Apart from medication, Headspace and Calm offer features for managing stress, such as breathing exercises or cognitive behavioral therapy tools.

Gen-Z oriented app design

If you’re looking for expert assistance with Gen Z-oriented app design, look no further than Pragmatic Coders.

We collaborate closely with you to understand your unique vision for a Gen Z-focused health app and develop a tailored development plan.

Whether you’re looking to promote mental wellness, track physical fitness, or manage chronic conditions, we can help you design a health app that truly connects with Gen Z.

Personalization in care

75% of Gen Z consumers said they would quit a brand if their experience wasn’t personalized. (Tulip)

On one hand, it can simply mean letting Gen Z users feed an app with their data to provide them with a more personalized experience based on that. Such personalization makes users more engaged and motivated to use the app. Examples include: 

• Personalized workouts based on user data in fitness apps
• Tailored nutrition guidance in nutrition apps
• AI chatbots users can talk to in mental wellbeing apps

However, personalization in healthcare can go beyond these basic examples. With AI and machine learning, it is possible to provide customers/patients with a hyper-personalized healthcare experience within areas like drug prediction, healthcare risk assessment, and developing tailored care plans. A good example here is 23andMe. The company uses your DNA to give you personalized health & ancestry insights. In 2021-2023, there were plenty of TikTok videos with Millennials and Gen Z discussing their DNA results… although a big part of it were simply people being disappointed at their sometimes rather obvious results.

Interestingly, for Gen Z’s approach to healthcare, personalization goes beyond just medical stuff. They show a preference for providers who share similar identities. Studies found that women, BIPOC, and gender-diverse Gen Z respondents are more likely to prioritize seeing a healthcare provider that shares a similar identity.

Prevention, DIY health, and routine + self-care

For Zoomers, health and wellness are integral parts of your everyday life, rather than a temporary goal or a quick fix. But how do they make it a lifestyle? Here are 3 approaches and approaches to take a look at:

1. Prevention
2. DIY healthcare
3. Routine & self-care

Prevention is the overarching goal (Gen Zers spend more on preventative measures (56%) than on episodic reasons (44%) (Linus Group)) achieved through DIY healthcare practices rooted in consistent routine and self-care.

So, how exactly does Gen Z take care of their health?

DIY healthcare and social media influence

@drcharlesmd1

Avoid these supplements. Episode 2! #doctor #vitamins #natural #skincare #costco #target #healthy #health

♬ Sunshine – WIRA

Gen Z often self-prescribes and creates personalized health solutions using online resources. 

This doesn’t mean they avoid professional medical advice entirely, but rather that they take a more active role in managing their health. A significant trend within this DIY approach is the use of social media, particularly TikTok, for health advice. McKinsey states:

Many Gen Zers also indicated their first step in managing behavioral-health challenges was going to TikTok or Reddit for advice from other young people, following therapists on Instagram, or downloading relevant apps.

A research by Hall & Partners also revealed a few interesting observations. 

• Nearly 18% of the U.S. population, or some 59 million people, are turning to social media influencers on platforms like TikTok and Instagram for healthcare information and guidance in dealing with chronic conditions. Gen Z prioritizes TikTok, Instagram, and Twitter, whereas older generations lean towards Facebook.
• One-third of Gen Z turn to social media to discuss, cope with, and highlight chronic conditions and health issues.
• Among respondents with chronic conditions, 30% didn’t go to their doctor for health advice. This was highest (63%) for people with inflammatory bowel disease.
• 29% of Gen Z are seeking prescriptions for products or medications they saw online.
• One-fifth of Gen Z are often asking their doctors about treatments they heard about from an influencer.

This trend is partially driven by dissatisfaction with traditional healthcare providers. About a quarter of people in the U.S. said they felt dismissed by doctors when discussing symptoms or medical concerns. However, it’s important to note that this approach comes with risks of misleading health information.

Daily routines and self-care practices

Gen Z places a strong emphasis on incorporating health and wellness into their daily lives through routines and self-care practices. 60% of Gen Z prioritize a healthy lifestyle over money, career, or personal enjoyment (NextWaveGenZ)​.

These daily routines and self-care practices often involve a mix of physical activity, nutrition, skincare, mental health exercises, and digital health tools. Gen Z tends to view these practices not as occasional health interventions, but as integral parts of their lifestyle that contribute to overall well-being. For example, a 2017 survey showed that regularly using sleep tracking apps was five times more common among 18-29-year-olds (15%) than among those 61 and older (3%).

Apps and features that support this lifestyle approach:

1. Fitness apps: Solutions that offer workout plans, track exercise progress, and provide fitness challenges. Often involve gamification techniques to keep users more engaged.
2. Nutrition apps: Apps that help track food intake, calculate nutritional values, and provide dietary guidance.
3. Sleep optimization apps: Tools that not only track sleep but offer personalized tips for better rest, connecting sleep data to mood and productivity insights.
4. Habit formation apps: Features that help build healthy habits through reminders and streak-tracking. They cover aspects from hydration to skincare routines. (gamification-based Habitica is a great example here.)

Phygical health experience

“Phygital” is a portmanteau of “physical” and “digital,” referring to a blend of digital and in-person experiences. This concept has gained traction across various industries (I’ve talked about this concept in my article about Gen Z & banking) and is now making its mark in healthcare.

Contrary to expectations, Gen Z doesn’t solely prefer digital solutions. The Linus Group study found that 66% of Gen Zers still prefer some form of in-person experience for healthcare. However, they also expect flexible communication options such as telehealth, phone calls, and texts as alternatives.

This preference for a hybrid approach is further evidenced by Gen Z’s healthcare-seeking behavior: 53% access care at pharmacies and 39% at urgent care facilities before turning to purely digital solutions.

What does it mean for healthcare providers? It’s important to provide the generation with both in-person and digital healthcare access. And, if available, ensure smooth user journeys between digital and physical touchpoints. 

2024 Gen Z healthcare trends

Biomonitoring, women health or healthy aging–the global wellness market growing at a rate of 5-10% per year, and is no stranger to fads. 

How are Gen Z and Millennials going to approach healthcare and wellness in the upcoming years? Here’s a set of insights and future opportunities for entrepreneurs based on McKinsey’s latest Future of Wellness research.

Top 5 wellness trends

1. Health at home: The COVID-19 pandemic accelerated the adoption of at-home health testing, transforming our living rooms into mini-clinics.
   • 26% of US consumers are interested in at-home vitamin and mineral deficiency tests.
   • In China, 35% of consumers have replaced some in-person healthcare appointments with at-home tests.
2. Wearable technology: Wearables are becoming increasingly popular for health and fitness tracking–expanding beyond basic fitness tracking.
   • Roughly 50% of surveyed consumers have purchased a fitness wearable. 75% of surveyed consumers are open to using a wearable in the future.
   • Popular wearables include biometric rings and continuous glucose monitors.
   • Opportunity exists in wearables for nutrition, weight management, and mindfulness.
3. Personalization with AI: “One size fits all” is out; tailored wellness is in. AI is turning mountains of biometric data into personalized health roadmaps.
   • 20% of US and UK consumers, and 30% of Chinese consumers, prefer personalized wellness products using biometric data.
4. Clinical efficacy over natural products: The “all-natural” craze is giving way to a demand for proven results.
   • 50% of UK and US consumers prioritize clinical effectiveness in wellness products.
   • Only 20% prioritize natural or clean ingredients.
5. Doctor recommendations: In an age of information overload and “healthwashing,” the trusted family doctor is making a comeback as a wellness influencer. As consumers want to avoid healthwashing, doctor recommendations rank as the third-highest influence on wellness purchases in the US (after seeing products in stores and recommendations from friends and family). 

Top 7 areas of growth

1. Women’s health:
   • Increased spending on menopause and pregnancy-related products, including wearable devices for fertility tracking.
   • There is still unmet demand in areas like menopause, menstrual care, and intimate care.
2. Healthy aging:
   • 70% of UK and US consumers, and 85% of Chinese consumers, have increased spending on healthy aging products.
   • Over 60% of consumers find products and services for healthy aging very important.
   • The focus is on preventive solutions and improving longevity.
3. Weight management:
   • 60% of US consumers are trying to lose weight.
4. In-person fitness:
   • 50% of US gym-goers see fitness as a core part of their identity. 56% of Gen Z in the US consider fitness a very high priority.
   • Emphasis on personalized workout plans, fitness classes, and community building.
5. Gut health:
   • 80% of consumers in China, the UK, and the US consider gut health important.
   • Over 50% plan to prioritize gut health more in the next 2-3 years.
   • There is a demand for more products supporting gut health, such as probiotics and personalized nutrition.
6. Sexual health:
   • 87% of US consumers have maintained or increased spending on sexual health products.
7. Sleep:
   • Despite high priority, there is a significant unmet need for effective sleep solutions.
   • 37% of US consumers desire more sleep and mindfulness products.
   • Few tech players and brands have created comprehensive ecosystems for improving sleep quality.

See also: 14 digital health trends for 2024 and beyond

How to leverage social media & microaesthetics for Gen Z-oriented product marketing?

@pinkcoconutt

5:45-7:00am school morning routine🕊️✨ #school #morning #routine #morningroutine #studentlife #aesthetic #lifestyle #pinkcoconutt #cleangirl

♬ LUNCH BILLIE EILISH – Ell ☆

Social media is an important part of Zoomers’ online presence, and, as mentioned before, a source of health advice. How can companies leverage them to market healthcare products? There’s plenty of “traditional” ways to promote a product with social media:  content showcasing product benefits, tutorials or demos, collaborating with influencers, or running contests and giveaways.

However, let’s discuss one specific aspect that has shaped post-Covid social media but is not that obvious: micro-aesthetics.

Micro-aesthetics

A micro-aesthetic (micro-trend) is a fast-rising, often consumerist, highly specific online style shared by a niche group, defined by its unique look and feel. Easy come, easy go; sources indicate micro-aesthetic longevity being as short as around one month–because that’s usually how long they can stay on your TikTok “For You” page.

Micro-aesthetics are constantly evolving, but some of the latest big ones are, for example, #dark academia, #cottagecore, or #thatgirl.

What do micro-aesthetics mean from a product perspective? Building an entire product around one could be risky, but understanding and leveraging micro-aesthetics can be crucial for product marketing:

• Aesthetic-aligned social media content: Create short-form videos (TikTok, Instagram Reels) that align with current micro-aesthetics, showcasing how your app enhances lifestyle trends (e.g., a “Day in the Life” video using the #thatgirl aesthetic).
• Influencer collaborations: Partner with influencers already creating content within specific micro-aesthetic trends to produce authentic, trend-aligned content featuring your app (e.g., a Dark Academia influencer demonstrating how your mental health app supports study sessions).
• Aesthetic-inspired app features: Implement limited-time features, themes, or challenges inspired by current micro-aesthetic trends to boost engagement (e.g., a “Cottagecore Wellness Week” with nature-inspired meditation sessions and rustic recipes).

Conclusion. How to design healthcare apps for Gen Z?

Designing healthcare apps for Gen Z requires understanding their preferences and health priorities. 

Several types of health apps may resonate with this audience:

1. Mental health apps featuring meditation and mood tracking, 
2. Physical wellness apps integrating fitness, nutrition, and sleep monitoring, 
3. Holistic health apps offering all-in-one solutions, or 
4. Specialized apps addressing specific needs like women’s health or skincare.

When developing these apps, consider Gen Z’s inclination towards DIY healthcare and social integration. To enhance engagement, incorporate social media-style elements, gamification features, and tools that promote daily self-care routines. It’s also important to blend digital and in-person healthcare experiences, as Gen Z values this “phygital” approach.

Designing and building generation-oriented products requires decent understanding of the target audience, not to mention tech expertise and business acumen.  If you’re looking for expert assistance with Gen Z healthcare app development, look no further than Pragmatic Coders.