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High healthcare costs are forcing people to make difficult choices. Here’s the data you need to draw consumers to your brand and foster their trust in it.

Consumers are using the internet and social media to a great extent for healthcare purposes. Here’s what healthcare and pharma marketers need to know about how online-acquired information influences patient action.

Gen X consumers are dealing with their own health issues in addition to caring for children and older family members. Providers and marketers now have an opportunity to build generational trust—but they must better understand Gen Xers’ healthcare attitudes and behaviors.

Digitally native Gen Zers engage with healthcare in different ways from other cohorts—e.g., they’re likely to turn to online channels for health information before going to a doctor. Providers and marketers must quickly adapt if they want to form lasting relationships with this age group.

Digital-savvy millennials are demanding a digital-first approach to accessing health and wellness information, as well as healthcare services. They’re trusting family, friends, and social media for medical advice, almost more than doctors.

Technology is now at the center of patients’ health journeys. To improve the consumer experience, healthcare providers and marketers must gain a better understanding of how digital health tools differ across platforms and populations.