Preventive health care information and social media: a comparison of Baby Boomer and Generation X health care consumers

Abstract

Purpose As consumer health-care spending increases, so does the need for effective communication of preventive health-care information (PHCI) with the potential to prompt lifestyle changes. Through proactive, effective dissemination of PHCI, health-care service providers can minimize and prevent costly health conditions while improving the efficiency of a traditionally reactive health-care system. Taking into account the considerable time consumers spend on social media and networks (SM&N) and hefty health-care spending among Baby Boomer and Generation X consumers, this study aims to address critical questions concerning the importance of SM&N for gathering PHCI, SM&N preferences for gathering PHCI and the types of behavioral changes consumers have pursued in response to PHCI. Design/methodology/approach Designed as a generational cohort analysis, this study is based on the responses of 936 Baby Boomer and Generation X respondents to a questionnaire containing 200 items related to PHCI and social/digital media as a vehicle for acquiring both general and preventive health information. Crosstab analysis was used to examine differences in the characteristics of the generational cohorts. Analysis of variance (ANOVA) was used to assess differences in the degree of importance Baby Boomer and Generation X health consumers assign to 28 SM&N sites as delivery systems of PHCI. The researchers used ANOVA to determine generational differences in behavioral changes associated with a healthier lifestyle as a result of exposure to PHCI. Findings There are significant differences in the characteristics of Baby Boomer and Generation X cohorts. Generation X health-care consumers assign greater importance to SM&N sites as PHCI delivery systems. Additionally, Generation X health-care consumers report greater behavioral change resulting from exposure to PHCI. Research limitations/implications New information is provided concerning health-care consumer perceptions of SM&N as a source of PHCI and the behavioral changes consumers pursue as a result of PHCI exposure. Practical implications This paper measures the effectiveness of interactive health-care marketing activities, explaining the role of SM&N as an effective source of PHCI and providing marketers with insights useful for PHCI content management and dissemination. Social implications Effective dissemination of PHCI via SM&N may help prevent illness among Baby Boomer and Generation X consumers and, accordingly, improve quality of life while easing the increasing pressure on the US health-care system. Originality/value Study results evidence the value of SM&N sites to health service providers as they endeavor to improve and extend consumer lives through dissemination of PHCI. Ideas and insights within this paper will inform and enhance social media marketing management practices within pharmaceutical and health-care organizations.