Tailoring Women's Health Strategies Across Generations: Insights from the Xpectives Health Summit

POSTED BY Alyssa Kopelman April 20, 2023

Empowering Ageless Wellness: Digital Insights for Women's Health at Every Stage

By understanding the unique digital habits and health needs of women across various generations, brands can tlor their strategies to effectively address their diverse requirements. Our recent study with insights from 1,166 U.S.-based women reveals how differing life phases impact their online consumption and healthcare-seeking behaviors.

Jenny Yu, MD, FACS, Healthline Media's Chief Health Officer, shared these findings at the Xpectives Health Summit Innovation in Women’s Health Business Conference. As a title sponsor, Healthline provided valuable insights into catering to different generations' specific health challenges through digital platforms.

Adapting to Generational Health and Wellness Needs

As women navigate different life stages, their primary health concerns evolve. Older women focus on future health issues like age-related body changes, chronic conditions, pn management, and weight loss. Younger women prioritize concerns such as mental or emotional well-being, sexual and reproductive health, lack of sleep, self-care, and lifestyle choices.

Navigating the Digital Landscape for Health Information

Half of surveyed women frequent general health websites e.g., Healthline.com, while over a third use social media platforms, and nearly one-third consult doctor-specialist sites. Brands have an opportunity to customize their messaging based on generations' unique digital preferences and content consumption habits.

For instance:

• Baby Boomers: Strongly prefer using general health websites like Healthline.com, relying mnly on just one source of information. 22 use social media for health-related content.

• Generation X: More focused on practical online tools e.g., scheduling appointments, with concerns about digital costs outweighing other generations' preferences.

• Millennials: Most likely to use mobile apps and trackers, such as dly habit tracking or sleep monitoring. Also active in seeking telehealth services, indicating a preference f-based health solutions.

Addressing Digital Health Barriers and Priorities

Understanding women's struggles with digital health resources is crucial:

1. Conflicting Information: 44 of U.S. women have encountered conflicting online health content.

2. Information Overload: 40 struggle to find trustworthy information sources, leading to decision fatigue.

Digital Tools for Health and Wellness

Women across generations leverage various online services and platforms for their wellness journeys:

• Most Popular Digital Services: Half use health apps step counters, fertility trackers for personalized insights.

• Convenience Seekers: Boomers prioritize digital tools primarily for scheduling appointments and locating doctors, emphasizing convenience over cost.

Engaging with the Next Generation: Gen Z

Gen Z uses mobile health apps more frequently than other generations. They are most likely to use reproductive health trackers among all women surveyed, reflecting their unique needs in navigating technology for health.

Healthline's Role in Navigating the Digital Age of Wellness

Healthline Media empowers health and wellness marketers with credible consumer insights, trs, and actionable strategies tlored to the evolving digital landscape:

1. Credible Content: Healthline provides information with a compassionate approach, aligning with women's current concerns.

2. Decision-Making Moments: Offers strategic support for brands looking to connect with consumers at pivotal health decision points.

To collaborate on this new era of wellness marketing or learn more about these insights, contact your Healthline Media representative or visit our partnership page.

Source: Healthline Media Women's Health study. Conducted online among 1,166 U.S.-based women in March 2023.

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