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Today’s consumers increasingly turn to social media and online reviews to find health information and make healthcare decisions. This is especially true for Gen Z, who have lived their entire lives online. This report dives into survey- and interview-backed research on how Gen Z consumes health-related content on social media and its impact on their healthcare decisions. Our research reveals exactly how Gen Z uses platforms like TikTok and Instagram at various stages—from researching symptoms and deciding when and whether to see a doctor, to verifying the credibility of user-generated content.

This report provides insights into Gen Z’s motivations for using social media for health and medical information, including a propensity for self-diagnosis. We also uncover Gen Z’s wariness around health content accuracy and their openness to purchasing promoted health-related products. This report reveals key insights for health insurers and health systems looking to engage with Gen Z on social media.

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