Don’t Forget Gen X—Healthcare’s Hidden Influencers

Gen X—the so-called “forgotten generation”—has officially entered the chat. In this episode of the No Normal Show, Desirée and Chris goes deep into why Gen X deserves more attention in healthcare marketing. Sandwiched between two larger, louder generations, they’ve been overlooked for years—but as they take on the role of both patient and caregiver, their influence on healthcare decisions is bigger than ever.

From their skeptical, independent nature to their deep distrust of inauthentic marketing, Gen Xers don’t buy into fluff. Let’s be clear—if your healthcare brand isn’t speaking to them in a real, no-BS way, you’re missing a massive opportunity.
We break down why this “forgotten middle child” should be at the center of healthcare strategy, how their unique experiences shape their expectations, and what health systems need to do to reach them before it’s too late.

Don’t You… Forget About Me: Why Healthcare Marketers Need to Wake Up to Gen X

The Forgotten Generation in Healthcare Marketing

For years, healthcare marketers have been obsessed with Millennials, Gen Z, and now even Gen Alpha. But while everyone’s chasing the next big thing, there’s a major oversight happening: Gen X. The generation born between 1965 and 1980 has entered their peak years of healthcare consumption, yet they remain largely ignored. It’s time for that to change.

Gen X: The Ultimate Healthcare Decision-Makers

Gen X isn’t just thinking about their own health. They’re the ultimate caregivers—juggling their own medical needs, raising kids, and managing the healthcare of aging parents. They’re making critical decisions that impact multiple generations. If health systems want to capture the attention of those who truly influence care, Gen X is the key.
But here’s the catch: you can’t market to them the same way you do Millennials or Boomers. Gen Xers are fiercely independent, skeptical of hype, and demand authenticity. They’ve spent their lives questioning authority and fact-checking everything—so if your marketing isn’t backed by real value, they’ll see right through it.

The Gen X Mindset: Skeptical, Self-Reliant, and Overlooked

Gen X grew up as latchkey kids, figuring things out for themselves while their parents worked. They drank from hoses, rode in cars without seatbelts, and survived a world before Google. That self-reliance has carried into adulthood, making them highly skeptical of empty promises—especially from healthcare brands.
They’ve also spent decades being forgotten in the generational conversation. Sandwiched between Boomers and Millennials, they’ve been overshadowed in media, workplace discussions, and yes, even healthcare marketing. But ignoring them is a mistake.

So How Do You Reach Gen X in Healthcare Marketing?

If you want to engage Gen X, you have to ditch the fluff and get real. Here’s how:

Skip the Hype, Give the Facts – Gen Xers do their own research. If your healthcare brand isn’t offering clear, data-backed information, they won’t trust it.
Acknowledge Their Role as Caregivers – They’re navigating care for their kids and their parents. Position your services as a trusted resource that helps them manage both.
Be Transparent and Straightforward – Overly promotional language and exaggerated claims won’t work. Speak directly, honestly, and with a little edge.
Use Nostalgia—But Make It Smart – The right kind of nostalgia can work if it’s done authentically. An ad campaign highlighting the wild, no-rules childhood of Gen X (and the health issues it may have caused) would resonate.

It’s Time to Stop Overlooking Gen X

The numbers don’t lie—Gen X is becoming one of the most dominant healthcare consumers. Their unique mix of skepticism, independence, and caregiver responsibilities means they require a different approach. If health systems don’t start prioritizing them now, they’ll miss the chance to connect with one of the most influential generations in healthcare decision-making.

Healthcare marketers: Don’t forget about Gen X—because they sure as hell won’t forget being ignored.

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Read the transcript