Burson's India-specific findings from the recent global report Gen Z: Calling for Healthcare Connection and Change outline Gen Z's on-ground priorities in India.

Gen Z in India is seeking healthcare experiences that are accessible, affordable and personalised. They want services that can be tailored to their unique needs. 

Hemali Mahajan, the managing director of GCI Health India, discusses the main findings.

COVID-Shaped Gen Z Health Priorities

The pandemic has significantly shaped Gen Z's healthcare priorities. During the COVID-19 pandemic, health and wellness was a primary focus for all age demographics. This coincided with the young generation’s formative years and has been integral in shaping their perception of their overall well-being. We now see the pandemic’s long-term impact on this generation’s health consciousness, which is driving the demand for quality healthcare services that go beyond only treating illnesses. 

The numbers substantiate this: Post-COVID, Indian youth (67%) say they have increased concern for their physical health and (63%) for their mental health. They say they now prioritise their health (67% focus on physical health and 65% on mental health) compared to before the pandemic.

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Trust in experts, family and friends

When a health-related question pops up, who does the Indian Gen Z call? The answer is a mix of both tradition and technology. Sure, they trust doctors (77%) and hospitals (68%). However, their reliance on family and friends is notably higher (66%) than the global average (55%). This clearly shows the influence of close relationships in shaping Indian Gen Z’s healthcare decisions. For example, a young woman notices a skin rash. Her first instinct would be to search about it online, but her next move would likely be to send a photo to her mother, sister or friend, seeking an opinion.

Interestingly, beyond personal connections, Indian youth are receptive to information from medical journals as well as consumer health, wellness and health tech companies. This shows their desire to be well-informed and prepared for any health-related issue or emergency.

The Digital Paradox: Tech-savvy generation yet prefers personal connections

Interestingly, the generation that tracks its fitness levels like the number of steps, calories burnt, through health tech apps prefers in-person consultation to discuss their health concerns. This is what Gen Z in India seeks; the young population truly wants the best of both worlds. It’s given that the digital native generation relies heavily on technology for health-related activity and tracking, with 64% of Indian Gen Z using health and fitness apps. However, 66% of Gen Z’s say they prefer personal connection. This reveals a deeper insight into their perspectives - they highly value in-person care and trust face-to-face interactions with healthcare providers.

Healthcare-related challenges faced by the Indian youth

Affordability and availability issues

Imagine this: A young person is unable to schedule a doctor’s appointment because his work timings and the healthcare practitioner’s availability don’t match. Or a young girl has a skin issue but keeps on delaying the derma’s appointment, dreading that the visit followed by the treatment will cost her a quarter of her month’s salary. In reality, these are both major roadblocks the generation faces.

The high cost of healthcare and medicines presents a significant barrier to accessing quality healthcare. 52% of Indian Gen Zs say they are cutting back on healthcare services due to financial pressures. This underscores the need for accessible and affordable healthcare solutions for this demographic.

Misleading information and lack of personalised approach

As much as digital resources and platforms are a boon, Indian Gen Z faces issues due to misleading or false information. They have often come across false or misleading health-related information online (78%), with social media platforms being the prime source. This illuminates the need for credible and accessible health-related resources tailored for Gen Z’s consumption. Additionally, lack of in-person interactions, technical issues and limitations in physical examination capabilities are the major pain points they face while availing of telemedicine facilities.

Optimistic yet less proactive

While this generation shows remarkable optimism towards healthcare, certain challenges remain and lead to unfavourable experiences for them. Indian Gen Z is less proactive in managing their health, with lower rates of doctor visits and preventive care. Why the disconnect? A major factor is the feeling that they are simply not getting sufficient time and attention from healthcare providers. A whopping 53% of young people say they share this concern. In fact, over the past year, only 52% say they went to a doctor’s appointment. 

While common misconceptions paint the picture of them being disengaged with their health experiences, the reality is that Gen Z in India needs more time, attention and communication from healthcare providers. This presents a considerable opportunity for healthcare companies and communicators to connect with this digitally native generation.

Hemali Mahajan is the managing director of GCI Health India