Gen Z Swiping Up on Health网生代刷出健康

As medical influencers grow， the healthcare industry must understand how to tailor their digital content strategy to attract Gen Z consumers.

随着网红医生越来越多，医疗保健行业必须了解如何调整数字内容策略以吸引网生代消费者。

Gen Z， the first generation born into the digital world， spends a lot of time on social media： 54% of Gen Zers spend up to four hours a day on social media and 38% spend even more. Players in the healthcare space need to meet Gen Z consumers where they are—online. As medical influencers grow their presence on social media and Gen Z begins to use healthcare more often， the industry needs to understand how Gen Z engages with health and medical content on social media.

网生代是第一代出生在数字世界的人，他们在社交媒体上花费大量时间：其中54%的人每天在社交媒体上花费的时间长达四小时，38%的人甚至花费更多时间。因此，医疗保健领域的从业者需要在线上满足网生代消费者的需求。随着网红医生在社交媒体上越来越多见，加之网生代开始更频繁地使用医疗保健服务，医疗保健行业需要了解网生代是如何在社交媒体上获取健康和医疗内容的。

Corporate Insight conducted a two-part study consisting of a survey and 14 user interviews to understand the connection between social media and healthcare for Gen Z， particularly the ways Gen Z turns to social media for health and medical information. Notably， our findings reveal that Gen Z tends to search for health and medical information on social media first. TikTok， Instagram and YouTube prevail as the top three platforms; in the full report， we highlight age-related differences within Gen Z in terms of preferred social media platforms. Google searches or looking on sites like WebMD1 and Mayo Clinic are a second thought.

企业洞察力公司进行了一项研究，该研究由问卷调查和用户访谈（共14名受访者）两部分组成，目的是了解社交媒体与网生代医疗保健之间有何联系，尤其要研究网生代从社交媒体获取健康和医疗信息的方式。值得注意的是，研究结果表明，网生代倾向于先在社交媒体上搜索健康和医疗信息。使用频率排名前三的社交媒体分别是TikTok、照片墙和优兔。在完整的研究报告中，我们重点介绍了网生代内部对社交媒体的偏好存在年龄差异。使用谷歌搜索或者访问“网络医疗”平台、梅奥诊所官网等网站是网生代的次级选择。

Gen Z is particular about the social media content they consume and take information with a grain of salt2

网生代对自己在社交媒体上浏览的内容很挑剔，并且会对其中的信息持保留态度

Gen Z applauds content on social media for being simple， free and up-to-date， although they are picky about the content they consume. They consider the content creator’s demographics and educational background， tone and language， and content popularity—likes， comments and followers. They also care about when the post was uploaded， whether the account is verified， and whether promotions or ads are featured.

网生代赞赏社交媒体上的内容简单、免费、更新速度快，但对自己浏览的内容很挑剔。他们会考虑内容创作者本人的基本特征和教育背景、使用的语气和语言，以及内容的受欢迎程度（点赞、评论和粉丝数）。他们还关心发布时间、账号是否经过验证，以及是否涉及推销或广告。

Surprisingly， medical licensing and qualifications are not highly valued. Less than half （45%） of survey respond-ents say that it’s “very” or “extremely” important that the content creator is medically licensed or board-certified. Gen Z notes that healthcare professionals can spread false information online and that they may still disagree with the provider’s opinion， regardless of an individual’s licensing.

令人惊讶的是，网生代并不太重视内容创作者是否有行医执照和资质。只有不到一半（45%）的受访者表示，内容创作者有行医执照或专业认证“非常”或“极其”重要。网生代指出，医疗保健专业人士也可能在网上传播虚假信息，所以无论内容创作者是否拥有行医执照，他们都有可能不同意其意见。

“Qualifications are one thing， but I pay more attention to the tone that they have when speaking to their audience. If I can tell based on the way an influencer’s talking that they have some values that I don’t align with， I’m not going to be following them.”

“是否有行医资质是一回事，但我更关注他们与观众交谈时的语气。如果我根据某个网红的说话方式判断出他的某些价值观与我的不符，那么我就不会再关注他了。”

Gen Z is well aware that not all health and medical information they see on social media is accurate. To combat this， they use several methods to ensure that they do not consume content blindly， such as using social media to search up non-serious and minor health concerns only. They also check the comments section to see how others feel and react to the post， or cross-check information on Google， such as the academic background and qualifications of an influencer.

网生代很清楚，他们在社交媒体上看到的健康和医疗信息并非都是准确的。为了解决这个问题，他们会使用多种方法来确保自己不会盲目浏览，例如只用社交媒体搜索不严重或轻微的健康问题。他们还会查看评论，了解其他人对内容的感受和反应，或者再去谷歌上核对信息，例如核对网红的学术背景和资质。

Social media leads to Gen Z diagnosing themselves with a condition， although they do not always follow up with a doctor after

社交媒体促使网生代给自己下诊断，但之后他们并不总是去看医生

Self-diagnosing is a prominent phenomenon observed within the Gen Z dem- ographic—40% of survey respondents diagnosed themselves with a health or medical condition based on social media content. Among these individuals， only 71% sought an opinion from a doctor or nurse afterwards. For some， self-diagnosing occurs naturally when looking up symptoms. For others， it helps determine the urgency of the situation and when to make an appointment. Gen Z also finds that having a self-diagnosis allows them to feel more knowledgeable and prepared for an appointment. At the same time， most are hesitant to mention their self-diagnosis to their provider; rather they describe their symptoms and wait for the doctor to diagnose them. In the full report， we discuss insights from three interviewees who diagnosed themselves with ADHD and took different approaches regarding their care after.

自我诊断是网生代人群中存在的一个突出现象——40%的受访者会根据社交媒体上的内容诊断出自己存在健康问题，但其中只有71%的人会在自我诊断后向医生或护士寻求意见。对于部分网生代来说，一搜索症状就自然而然地开始自我诊断。对于另一部分人来说，自我诊断有助于确定病情的紧急程度并决定何时预约就诊。网生代还发现，自我诊断让他们感觉自己懂得更多知识，可为预约就诊做好准备。然而，网生代大多不愿意向医生提及他们的自我诊断，而是描述自己的症状让医生来诊断。在完整的报告中，我们详述了三位受访者的情况，他们均诊断自己患有注意缺陷多动障碍，但在自我诊断后采取了不同的治疗方法。

“At the doctor’s office I don’t explain how I got to that conclusion. I just tell them my symptoms. I am not the licensed person here， I didn’t go to school for this.”