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。