Previous generations inherently recognized the value of primary care, and for a long time, maintaining a family doctor — or primary care provider — was the norm, with well-documented benefits. Now, that’s changed.
For millennials — the generation that abandoned the idea of a PCP and whose members are now making healthcare purchasing decisions — traditional primary care feels outdated. As a result, getting them to invest in primary care is a challenge: According to a 2017 survey, roughly 33% of U.S. millennials don’t have family doctors, more than twice the rate for those aged 50–64 (15%). That trend of divestment in primary care is continuing among Gen Z, with 37% of Gen Z men in the U.S. lacking an established primary care provider. To address this shift in attitudes, the healthcare industry needs to rebrand and reshape primary care, designing solutions that are comprehensive, affordable, and most importantly, that fit into people’s lives.
