COMMUNICATING EMPLOYEE BENEFITS TO THE GENERATIONS
Aligning Access to Care with Generational Perceptions To maximize the impact of employee benefits, employers must consider both the offerings and how employees access them. With healthcare's rapid digital transformation, understanding generational differences in healthcare engagement is crucial. Despite high virtual care adoption (58%) and wearable ownership (50%), generational disparities exist in trust, access, and technology utilization. By leveraging these insights, employers can strategically design benefit packages that resonate with each generation, fostering a healthier and more engaged workforce.
• > 60% own a smartwatch or connected device and track menstruation, weight, and physical activity • Deeply curious about personal health and wellness • Communicate most often with texting • Using AI tools for health care “diagnosing” of conditions and exploring treatment options • Follow #wellness trends on social media platforms • Use multiple communication methods of phone calls, apps, texts, and live video • Own multiple digitally enabled devices from smartwatches, smart rings, smart scales, connected monitoring devices • Less tied to establishing longstanding provider relationships • Half this population owns a wearable or connected device, but those that do use them for digital tracking • Seek digital care when it makes their lives easier • Maintain trusted relationships with healthcare providers • Largely prefer in-person care and may trend to analog tracking of medical metrics • 68% used virtual care in the past year • Embrace on-demand care, wearables, and apps to fit busy lives • More than a third of this population owns a smartwatch or connected device • Nearly half have used virtual care in the past year • Navigating complex healthcare channels with multiple providers • Build trusted relationships with doctors, pharmacists, and health systems • Significant distrust in sharing information with insurers
Generation Z
Millennials
Generation X
Baby Boomers
Rock Health. "Screenagers to Silver Surfers: How Each Generation Clicks With Care." *Rock Health Insights*, 28 Nov. 2023, https:// rockhealth.com/insights/screenagers-to-silver-surfers-how-each-generation-clicks-with-care/ . One size does not fit all when it comes to employee benefits.
ALERA GROUP
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