- Gen Z arrives at a diagnosis already having looked something up, and they expect the explanation from their care team to hold up against what they found.
- A printed leaflet asks the patient to do the work: read every section in order, translate the clinical language herself. A short visual story just gets watched.
- The bar isn’t flashy animation. It's clarity a patient can act on: showing the mechanism instead of describing it, and keeping it short enough to watch once.
Gen Z patients expect to understand their own care, not just receive it. Here's what we found, and what it means for how you build your next story.
01A patient generation that grew up asking
Gen Z arrives at a diagnosis already having looked something up, and they expect the explanation from their care team to hold up against what they found. A folded leaflet doesn’t meet that bar.
Gen Z: A New Target in Pharma?, told as a story a physician can finish.
02Why the leaflet was already losing
A printed leaflet asks the patient to do the work: read every section in order, translate the clinical language herself. A two-minute visual story shows what the condition is and what to expect. One gets set aside. The other gets watched.
“The bar isn't flashy animation. It's clarity a patient can act on.”
03What a patient education video needs to do differently
The bar isn’t flashy animation. It's clarity a patient can act on: showing the mechanism instead of describing it, using plain visual metaphors, keeping the whole thing short enough to watch once.
04Meeting a new kind of patient without reinventing the strategy
You don’t need a separate Gen Z campaign. The same approved content becomes the source for the patient-facing video too, one approved core, built for the audience actually watching it.
