In an era flooded with health apps, wearable devices, and wellness influencers, a sobering truth emerges: technology alone will not fix public health. While digital tools transform how younger generations engage with healthcare, especially Gen Z, studies consistently point to a more profound truth: digital health must be grounded in trust, literacy, and genuine human connection to deliver meaningful outcomes.

Why Gen Z’s healthcare engagement matters

Gen Z, born between 1996 and 2010, is entering a critical stage in healthcare engagement. By 2030, they are projected to contribute over $165 billion to annual healthcare spending in the US alone (McKinsey & Company, 2025). But they’re not interacting with the healthcare system in traditional ways.

Bar chart comparing health information sources by generation. Gen Z relies more on social media, YouTube, and online search, while Baby Boomers rely more on healthcare providers.
Engagement Channels for Health Content1
Source: McKinsey & Company

Only 42% of Gen Z rely on healthcare providers as their primary information source, compared to 59% of Baby Boomers. In contrast, 38% of Gen Z use platforms like TikTok, YouTube, and Instagram for health information. This creates both opportunities and risks. For example, nearly half of sinusitis-related videos on TikTok are posted by non-medical influencers, and fewer than half of those labelled “educational” are factually accurate. This misalignment underscores the fragile balance between accessibility and accuracy in digital health communication.

The power and pitfalls of influencers

The appeal of digital health advice from influencers is strong, especially when it’s emotionally relatable or visually appealing. But this often comes at the cost of accuracy. A 2024 Brazilian study showed that individuals with low digital health literacy were likelier to follow influencer-backed product recommendations and disregard professional medical guidance (de Oliveira Collet et al., 2024). On the other hand, those with high eHealth literacy were more discerning and more likely to verify information before acting.

Social Media’s double-edged sword

Social media’s participatory nature does offer clear benefits, such as peer support, shared lived experiences, and democratised health dialogue. However, the absence of filters for misinformation amplifies risk. The problem isn’t the platform itself but how information is curated, validated, and interpreted.

Two bar charts showing frequency of social media use by clinicians. Twitter and LinkedIn are most commonly used by healthcare professionals, with limited use of TikTok or Snapchat.
Clinicians’ Use of Social Media by Channel
Source: Waitematā DHB Health Media Digital Health

Literacy, not just access, drives impact

The fundamental enabler isn’t the app; it’s the user’s ability to interpret and act on the information they consume. Research confirms that digital health literacy, more than access to digital tools, drives healthier behaviours. Without this foundation, even the best apps can entrench misinformation and widen health inequalities.

What is digital health literacy?

Digital health literacy is the ability to find, understand, assess, and use health information from digital sources to make informed health decisions. It involves technical skills and the capacity to evaluate the credibility of online content and effectively use tools like patient portals, apps, and websites. As digital platforms become more central to healthcare, digital health literacy is key to enabling individuals to navigate information safely and confidently.

Trust is a must

Trust is another vital ingredient. Gen Z is more open to seeking mental health support than past generations, and 30% have seen a mental health professional in the last two years (McKinsey & Company, 2025). However, they’re also more likely to switch providers, making early, authentic relationship-building critical. Trust must be rooted in credibility, cultural fluency, and consistent engagement.

Rethinking digital health strategy: From tech push to human-centred ecosystems

Health systems need a mindset shift to translate digital tools into measurable public health outcomes. Rather than focusing solely on rolling out new apps, they must foster digital ecosystems that prioritise:

  • Partnerships with credible influencers to counter misinformation
  • Preventive care and early intervention efforts
  • Digital literacy education integrated into health campaigns
  • Platform-tailored content such as explainer videos for YouTube and infographics for Instagram
Infographic categorising health data into three types—user-generated, institution-generated, and user-institution generated—and outlining key issues: data deluge, data hubris, and data opacity.
Big Health Data Sources and Common Problems
Source: Frontiers in Communication

This visual highlights the variety of health data sources and challenges that can arise, from data deluge and hubris to opacity. It reinforces that tools must be accompanied by thoughtful strategies to ensure data is used responsibly and effectively.

Meet them where they are, but guide them with care.

Technology can open doors, but it’s not a substitute for authentic care. To serve a generation raised in pixels, healthcare must embrace innovation and empathy. Meeting Gen Z where they are means more than being online; it means guiding them with clarity, credibility, and care.

Authored by Tom Varghese, Global Product Marketing & Growth Manager at Orion Health.

References

de Oliveira Collet, Giulia, Fernanda de Morais Ferreira, Daniela Fernandes Ceron, Marina de Lourdes Calvo Fracasso, and Gabriela Cristina Santin. 2024. “Influence of Digital Health Literacy on Online Health-Related Behaviors Influenced by Internet Advertising.” BMC Public Health 24: 1949. https://doi.org/10.1186/s12889-024-19506-6.

McKinsey & Company. 2025. “Meet Gen Z: Social Media and Digital Tools Are Key in Healthcare.” Last modified May 7, 2025. https://www.mckinsey.com/industries/healthcare/our-insights/healthcare-blog/meet-gen-z-social-media-and-digital-tools-are-key-in-healthcare.

Ofori, Philomina P., Ethel Asante Antwi, and Adelaide Asante-Oduro. 2021. “The Behavioral Intention in Accessing Digital Healthcare Information on Social Media.” International Journal of Scientific Research in Science and Technology 8 (6): 510–521. https://doi.org/10.32628/IJSRST218673.

Sharon, T. (2020). When digital health meets digital capitalism, how many common goods are at stake? Frontiers in Communication, 5, Article 11. https://doi.org/10.3389/fcomm.2020.00011

Waitematā District Health Board. (n.d.). Health media digital health project: Social media use by clinicians [Infographic]. Waitematā DHB Innovation Hub. https://i3.waitematadhb.govt.nz/our-work/projects/projects-library/health-media-digital-health/