For years, healthcare leaders have hypothesized about the changes the tech-savvy, instant messaging Millennial generation would bring to the industry—but the time for speculation is past. The oldest Millennials are well into their 30s and they already are driving significant change in healthcare as they make care decisions for themselves, their young children, and, increasingly, their aging parents.

Hospitals and health systems must act now to reshape their business models to address rising demands from this surging generation, particularly as it pertains to routine care. Born from the early 1980s to the mid-1990s, Millennials range in age from the early 20s to the mid- to late-30s, and recently surpassed Baby Boomers as the largest population segment at 73 million.

This report examines:

  • Unique characteristics of the Millennial generation that are making it such a significant force for healthcare change
  • Recent Kaufman Hall consumer research results that provide insights into Millennials’ healthcare behaviors
  • Important steps healthcare organizations should take to adapt to changing consumer demands