HJBR Mar/Apr 2021

HEALTHCARE JOURNAL OF BATON ROUGE  I  MAR / APR 2021 55 with doctors’ offices and the industry as a whole. They look to email, texting and apps to manage their appointments or to communicate with doctors. Generational-Centered Communication A generational focus is a way of recog- nizing how we are all different but, essen- tially, a product of our time. Politics, eco- nomics and culture impact who we are, our preferences and our overall attitudes about work, life, family and, most impor- tantly, health. Some of our differences are age-related. When we get older, our attitudes change. But if the things going on in our everyday environment have a profound impact, it’s going to change our attitudes for life. So, what does factoring in a patient’s generational features look like in prac- tice? At its most basic, it can be subtle shifts in communication. For example, a traditionalist may mostly likely respond to their doctor saying, “Here is what I think …” at the end of their appointment, whereas a millennial may prefer hear- ing from their doctor, “Tell me what you Stewart T. Gordon, MD, FAAP Chief Medical Officer, Medical Affairs Louisiana Healthcare Connections think”at the beginning of an appointment. While they see primary care providers as important sources of health information, millennials tend to view the “final word” in the exam room as their own. Spending the most on healthcare, baby boomers value open-ended questioning that promotes dialogue. They are more sensitive to narrative-style communica- tions over, say, lecturing. A provider who posits advice that is validating and inclu- sive might sound like this: “I understand what you’re experiencing and think we can look at it from a few different per- spectives. Let’s talk about your goals.” And Gen Z? Because they’re more comfortable and fluid when commu- nicating digitally, Gen Zs may respond better to a direct and straightforward question like, “Tell me how I can help you today.” Chances are, they’ve researched their issue online or through an app and have both questions and opinions about it. Listen, then engage in a way that demonstrates insightful and transparent efficiency. One Step at a Time For many providers, patient engage- ment understandably represents strate- gic, tactical and financial challenges. But sometimes, it’s perhaps most strategic to initiate a paradigm shift by simply shift- ing our perspective. By engaging from a point of understanding and commu- nicating with our patients in a way that considers their individual generations, providers can take a meaningful first step toward better patient outcomes. And it doesn’t cost a dime. n SOURCES *According to a presentation on generational pa- tient engagement at the Healthcare Information and Management Systems Society 2016 summit. h t t p s : // h e a l t h t r u st pg .com/t h e s ou rce / professional-development/patient-engage- ment-across-generations/ https://www.ecgmc.com/thought-leadership/ blog/how-generational-and-motivational- preferences-drive-patient-engagement https://www.abbott.com/corpnewsroom/ products-and-innovation/how-gen-z-is-affect- ing-healthcare.html https://patientengagementhit.com/news/ assessing-the-generational-differences-in- patient-engagement https://www.canadianhealthcarenetwork.ca/ generations-at-work