Annual Healthcare Survey Reveals Interplay of Key Aspects of Health, Citing Generational and Income-Driven Differences

CHICAGO (Oct. 11, 2024) – Laughlin Constable, the independent, full-service, brand experiences agency, today released findings from its 14th annual Healthcare PULSE survey demonstrating the interconnectedness of six key areas of health and how, now more than ever, consumers crave a holistic approach from providers.

The national survey is a quantified view of healthcare consumers’ criteria, perceptions, and behaviors throughout their healthcare journey. This year’s Healthcare PULSE report explores consumers’ perspectives on six critical components of their overall health and wellness: physical health (i.e. vitals), mental health, sleep, physical fitness, diet/nutrition and social health. Some key findings include:

• When asked how comfortable respondents are with speaking to their primary care physician about certain aspects of their health, physical health and sleep were the most discussed topics (69.9% and 67.7%, respectively); however, only 59.6% felt comfortable speaking about mental health and only 51.8% felt comfortable speaking about social health.
• Income levels disproportionately impact consumers’ ability to make healthy choices when it comes to their physical fitness and diet/nutrition, with low HHI consumers being more likely to cite “lack of access to equipment and facilities” (25.7%) and “financial restraints for food products” (39.6%) as barriers.  
• Among the six components of health measured, social health is the least likely to be taken into consideration when managing one's health. While science has shown that healthy relationships are key to our overall wellbeing, there are barriers that prevent each generation from prioritizing social health: Gen Z cites "differing life stages from friends/family" (41.9%), Millennials cite "not enough energy" (44.5%), Gen X cites "social anxiety" (40.9%), and Baby Boomers cite "geographical distance from friends/family" (36.1%).
• Compared to 2022, more consumers are desiring to be in control of sharing their data with their doctors (+16.6%), a shift over the last few years that hints to the fact that as their health becomes more of a priority, they are in turn also becoming more conscious of their personal data.

“As a leader in the healthcare marketing space, we feel it’s our duty to keep a finger on the pulse of the consistently changing consumer views and technology in the healthcare space, in order to help our healthcare clients best communicate about and meet the evolving needs of consumers,” said Katy Gajewicz, chief strategy officer for Laughlin Constable. “Holistic health is important now more than ever, but consumers and doctors alike often do not pay attention to the connection, despite that need being increasingly crucial to all generations. This survey shines a light on the need for a well-rounded approach to health.”

To download this year’s full report, visit laughlin.com/pulse-report.

Historically, Laughlin Constable’s PULSE report has focused on timely topics and uncovered insights related to healthcare fragmentation, telehealth, and costs and price transparency.

Laughlin Constable’s healthcare marketing expertise is deep, with decades of experience in the health and healthcare space, including representing hospital systems, pharmaceuticals, non-profits and supplements. The agency has also been an active member of the Society for Healthcare Strategy and Market Development (SHSMD) since 2007, acting as committee members and presenters at its annual conference.

About Laughlin Constable

Laughlin Constable is a Midwest independent agency that helps to create personal experience brands by fusing excellence in strategic intelligence, brand creativity, media context, and connected experiences to create modern work that moves people. The agency, founded in 1976, has offices in Chicago and Milwaukee. Current and recent clients include: True Value, Nordic Naturals, Yuengling, Master Lock, Vienna Beef, Milwaukee Bucks, Northwestern Medicine, Wisconsin Department of Tourism, The American Society for the Prevention of Cruelty to Animals (ASPCA), UScellular, Sherwin-Williams, PENN Entertainment, Komatsu, Hoosier Lottery and many others. Laughlin Constable won both a 2024 Clio award and a 2024 Effie for its work and was recently named Ad Age’s Small Agency of the Year, Gold 76-150 employees. For more information, visit Laughlin.com.

###