Generational Differences in the Use of Digital Media to Seek Dental Care
thesisposted on 2020-12-01, 00:00 authored by Marrium Haroon
The internet has opened multiple channels of communication using digital media and consumers are using these tools to review their experiences with medical providers and dentists. A literature search on the role of technology and digital media revealed profound differences amongst generations regarding the use of digital media for selecting health care providers. The purpose of this study was to determine the extent of generational differences between Millennials, Generation X and Baby Boomers in regard to their use of digital media and the impact it has on their selection of a dentist. A total of nine thousand surveys were distributed to the general public via a secure server powered by UIC “Qualtrics”. One hundred eighty-six individuals responded to the survey. The survey consisted of eighteen questions that inquired about the use of digital media to obtain access to dental care and use of online services like the ability to make appointments or post online reviews. The results of the study indicate that older generations like Baby boomers rely more on word of mouth in finding their dentist while younger generations like Millennials use technology and the internet to find their dentist. Following dentists on social media, looking for online reviews and writing online reviews was also popular amongst the Millennials. The information collected from this investigation will help dentists modify and adjust their marketing strategies in order to more effectively target the various population subgroups based on their preferences of using digital media or traditional marketing.