PwC survey reveals generational divide in healthcare technology adoption
LONDON, UNITED KINGDOM — The healthcare landscape is rapidly evolving, with generative artificial intelligence (GenAI) playing an increasingly significant role.
According to PwC’s 2024 US Healthcare Consumer Insights and Engagement Survey, there’s a stark generational divide in the adoption of healthcare technology. A remarkable 80% of consumers aged 18-34 are willing to use GenAI in healthcare, compared to less than 60% of those over 55.
This disparity highlights the need for healthcare providers to tailor their approach to different age groups. While younger generations are embracing digital solutions, older patients still prefer traditional methods.
For instance, 50% of consumers aged 55-64 prefer in-person doctor visits over virtual consultations, compared to only 34% of those aged 25-34.
The rise of AI-powered healthcare
GenAI is gaining traction for routine healthcare tasks. Consumers are increasingly comfortable using AI-powered online tools for making appointments, viewing test results, and refilling prescriptions.
Interestingly, one in five consumers is ready to use GenAI as a doctor’s assistant. This openness to AI in healthcare suggests a potential shift in how medical services are delivered and accessed.
Changing trust dynamics in health information sources
While doctors remain the most trusted source of health information overall, there’s a significant generational gap. Younger generations are increasingly leveraging digital platforms as their primary resource for health-related inquiries.
Only 40% of consumers aged 18-24 trust doctors as their primary health information source, compared to 84% of consumers aged 65 and older. This shift indicates a potential need for healthcare providers to adapt their communication strategies for younger patients.
Digital adoption and patient experience
About half (51%) of consumers are actively using digital tools to navigate healthcare plans and provider information. The most commonly used digital tools allow patients to view test results and book appointments online.
Balancing technology and human touch
Despite the growing acceptance of digital healthcare solutions, the human element remains crucial. Healthcare providers face the challenge of integrating high-tech solutions while preserving the human touch that patients value.
This balance is particularly important given that 65% of consumers don’t seek care until it’s urgent, highlighting the need for more proactive and accessible healthcare options.
Affordability still a major barrier to healthcare access
The survey reveals that 28% of consumers report skipping, delaying, or stopping care due to financial constraints.
This issue is particularly pronounced among younger generations, with 39% of Gen Z and 33% of millennials postponing care, compared to only 18% of baby boomers.
The impact of financial strain on health outcomes
As the healthcare industry continues to evolve, these insights from PwC’s survey emphasize the need for a more personalized, technologically advanced, and accessible healthcare system that can meet the diverse needs of all consumers across generations.
By leveraging GenAI and other digital technologies while maintaining strong personal connections, healthcare providers can create a more efficient, accessible, and patient-centered system that caters to all consumers, regardless of age or technological proficiency.
