The patient journey for healthcare is no longer linear. In a landscape transformed by digital access and empowered consumers, understanding how individuals search for, evaluate, and choose their healthcare providers – both primary and specialty – is critical for effective marketing.

At AMNY Health Marketing and our partners at Advance Healthcare Marketing, we’ve analyzed these evolving behaviors through our 2025 Healthcare Marketing Trends national survey, revealing distinct generational preferences that shape how patients connect with care.

“Today’s patients aren’t just seeking care; they’re actively shopping for it,” says Sarah Gambell, Senior Healthcare Marketing Consultant at AMNY Health Marketing. “Understanding these distinct generational behaviors, whether for a routine check-up or a specialist visit, is the cornerstone of effective healthcare marketing.”

Your primary care provider is often the first point of contact in your health journey, and how patients select them is increasingly shaped by digital touchpoints and varied influences across generations:

In a sea of easily accessible healthcare information, reaching patients and delivering your message has become increasingly challenging for today’s healthcare professionals. At AMNY Health Marketing, we offers insights into how health providers can effectively reach patients through the targeted messaging, stand out branding and authentic storytelling.

AMNY Health Marketing specializes in creating effective marketing strategies for healthcare providers throughout the United States. Our capabilities include many proven tactics that will add value to your brand and help your mental health practice achieve marketing success. To learn more about our services, contact us today at AMNY Health Marketing.

• Gen Z (18-26): For the youngest adult consumers, personal recommendations from family and friends are highly valued, but so is online content from physicians and authentic online reviews. Traditional advertising holds little sway here. Marketers need to focus on creating shareable, educational content and maintaining a strong online reputation.
• Millennials (27-42): Like Gen Z, Millennials trust personal recommendations. Crucially, they also rely heavily on insurance plan websites. Online expertise and reviews are significant. For this group, informative content and active online reputation management are key, as traditional advertising barely registers.
• Gen X (43-58): The presence of a provider in an insurance directory is paramount for Gen X. Personal recommendations remain highly influential, and online reviews also play a role, though less so than for younger generations. Maintaining comprehensive insurance profiles and implementing patient referral programs are vital.
• Boomers (59+): This generation is strongly influenced by recommendations from their inner circle – family, friends, and other healthcare providers. They heavily use insurance websites to find providers. While online reviews have moderate importance, strengthening referral networks and providing tailored educational content remain effective strategies.

For primary care, the common thread is the power of trusted sources, whether that’s a personal connection or a validated online presence.

Your primary care provider is often the first point of contact in your health journey, and how patients select them is increasingly shaped by digital touchpoints and varied influences across generations:

While a primary care referral might traditionally guide patients to specialists, the modern patient, especially younger generations, is approaching specialty care selection with a consumer mindset. Our survey indicates a high likelihood across all age groups to seek specialty care within the next 6-12 months, with Dermatology, Orthopedics, and Cardiology being the most sought-after specialties.

However, the decision-making process for choosing a specialist varies significantly by generation:

• Gen Z: This generation is heavily influenced by advertising and social media information when seeking specialists, relying less on personal recommendations than for primary care. Specialists need a robust digital presence, including targeted content marketing, SEO, social media engagement, and strategic digital advertising.
• Millennials: Their reliance on social media for specialist information is even higher than Gen Z’s. They highly value online educational content, positive online reviews, and clear visibility of insurance compatibility. For Millennials, leveraging social media advertising and optimizing online educational content are paramount.
• Gen X: This group seeks a balanced approach. Referrals, online reviews, and clear insurance integration are all influential. A comprehensive strategy that promotes content on websites and social platforms, while also influencing community networks and referring physicians, is most effective.
• Boomers: Their approach to specialists tends to be more traditional, with heavy reliance on recommendations from family, friends, and other healthcare providers. They also lean on insurance plan profiles. While online reviews have less direct influence, maintaining strong relationships with primary care providers and ensuring positive online reviews for general trust are important.

Your primary care provider is often the first point of contact in your health journey, and how patients select them is increasingly shaped by digital touchpoints and varied influences across generations:

The insights from our 2025 Healthcare Marketing Trends survey clearly demonstrate that a one-size-fits-all approach to healthcare marketing is no longer effective. Whether you’re a primary care clinic or a specialized practice, understanding these generational nuances in how patients shop for care is essential for building meaningful connections and driving patient acquisition.

At AMNY Health Marketing and our partners at Advance Healthcare Marketing, we’re more than just marketers; we are your trusted local partner, creative storytellers, and full-service marketers dedicated to helping you navigate this complex landscape. We leverage data-driven strategies to ensure your marketing efforts resonate with the right patients on the right platforms, guiding them effectively from initial search to choosing your practice.

Ready to refine your patient acquisition strategy based on the latest insights? Download the full 2025 Healthcare Marketing Trends survey report or contact us today to discuss how we can help your practice thrive.  https://advancehealthcaremarketing.com/whitepaper/2025-healthcare-marketing-trends-national-survey/