Table 1
The different generations approach to technology, market selection and health care
|
Generation |
Technology |
Marketing |
Health care |
|---|---|---|---|
|
Greatest Generation 1925–1944 |
Grew up with radio and party lines, do not require many of today’s technological advancements Marvel at their grandchildren’s technological expertise; do not share the integral need for technology in their everyday life – Is this necessary? |
Loyal consumers Will shop around if necessary Value quality over efficiency Standard options satisfy them; customization not always necessary/valued Trust credentialed institutions to provide them with what they need – Give Me What I Need |
Believe in the doctor as a gatekeeper who will assist in navigating the health care system View the doctor as a trusted authority figure to make appropriate health care decisions for them High users of health care due to co-morbidities and end of life needs The Boomers (i.e. their children) increasingly making their health care decisions – Direct Me |
|
Baby Boomers 1945–1964 |
The beta generation for much of today’s technology; also sceptical about technology as bringing many problems as solutions Expect that technology will be available to support the personalization they expect from all of their service experiences – Beta Testers |
Customization of products/services is important Less concerned with reputations and credentials Value products and services that offer prestige i.e. ‘membership has its privileges’ Respond to messages/services that allow them to gain control of their time through personalization – Pursue Me |
Active consumers of health care Interested in a physician’s credentials as well as a hospital’s reputation Likely to do extensive research, prior to visiting a doctor including internet searches Expect to engage in a dialogue about the care they or their parents receive; tend to focus on personal wellness and fighting the ageing process – Engage Me |
|
Gen Xers 1965–1984 |
The first PC generation Technology is a necessity, helps them control their schedules and their children’s schedules. It is not uncommon to see two Gen X parents in a coffee shop beaming play dates to each other from their iphones or Blackberries – Balancing Act |
Rely on peer referrals more than any other generations Look for personalization, options, and control of the sale – What do My Friends Say? |
Expect health care to be designed around them and their family’s needs rather than an ordinary physician/patient relationship Distrustful of institutions and disdainful of hierarchy and authority In search of a free flow of information; want electronic health care records and will use them to become advocates for their own care Engage in online disease management programmes and virtual coaching sessions on a variety of health topics Prefer to be self sufficient in health care as in other areas of their lives Would rather learn to diagnose their child’s ear infection than wait an hour for a doctor to perform the same simple examination – Educate Me |
|
Millennials 1985–2005 |
Techno savvy generation, digital natives Believe that electronic/digital connections with others are acceptable as face-to-face communication Use technology to build and expand social networks and constantly communicate with ‘friends’ With the advent of Facebook, the Internet, Twitter, YouTube, etc., the concept of friendship has evolved from the boy next door, to the girl across the globe – The world is Technology |
Raised to be consumers; have very high brand awareness Expect high quality and easy to handle experiences Expect the buying experience to be interactive; want products that are customized and unique, sold by companies with an altruistic attitude Raised with a significant environmental consciousness, prefer socially responsible companies as their suppliers – Interact with Me |
Primarily interact with the health care system through paediatrics, obstetrics & gynaecology and sports medicine They are looking for immediate interactions that are technology based They will not wait for appointments, surgery dates, etc. preferring real time, and individualized, problem resolution – Connect With Me |
Table 2
The different generations relationship with (medical) education
|
Educational characteristic |
Greatest Generation 1925–1944 |
Baby Boomers 1945–1964 |
Gen X’ers 1965–1984 |
Millennials 1985–2005 |
|---|---|---|---|---|
|
Authority |
Conformers, authority rules Command and control |
Usually uncomfortable with authority figures Question legitimacy of authority |
Comfortable with authority Not intimidated by authority |
Believe respect must be earned Question authority |
|
Signs of respect |
Revere authority/superiors Give special treatment |
Revere authority/superiors Give special treatment |
Demand authority Expect to be held in esteem Expect to be listened to based on earned professional/academic achievement |
Demand authority Expect to be held in esteem Expect to be listened to based on the number of contacts/followers in network e.g. Twitter, Facebook |
|
Source of knowledge |
Personal experiences Storytelling Trial and error |
Books and libraries Microfilms Experts/intellectuals Experiments |
Electronic media, E-books CD ROMs Online information/databases |
WWW, Wikipedia Google, You Tube Social networks |
|
Favoured learning approach |
Apprenticeship |
Lectures Pen and paper Slides/overhead sheets |
Emails PowerPoint presentations |
Simulations (Serious) gaming You Tube instructions Virtual teaching on the web |
|
Reaction to feedback |
May feel insulted by continuous feedback |
May feel insulted by continuous feedback |
Feel at home with feedback Not dependent on immediate and continuous feedback |
Thrive on immediate and continuous feedback Feel insecure without feedback |
|
Key value |
Feeling valued |
Feeling valued |
Feeling valued |
Feeling valued |
Box 1
Characteristics of the Millennial physician
|
Expert in the science of medicine and the (interrelationships between) social sciences and humanities related to clinical care | |
|
Skilled in communications, care giving and interpersonal relationships including patient advocacy and cultural sensitivity | |
|
Is a professional, including being ethical and functioning as a member or leader of a team | |
|
Life-long learner, able to reflect and evaluate self, and improving based on practice, experience and feedback | |
|
Knowledgeable about the health care system, including the principles of economics, public health, management, quality assurance and patient safety |