Gen Z doesn’t choose clinics the way their parents did.
They don’t wait to be referred.
They don’t trust a brand just because it’s been around for 30 years.
They want credibility. Clarity. And someone they actually like showing up in their feed.
We pulled together the latest UK data to help you understand exactly how this generation is picking healthcare providers in 2025—and what your clinic needs to do about it.
1. 61% of Gen Z in the UK Google a provider before they book.
They’re not just looking at your website.
They’re looking for reviews, videos, and proof that you’re legit.
→ https://www.doctify.com/uk/blog/doctify-launches-patient-power-2023
2. 76% trust online reviews as much as a recommendation from family.
If you’re not proactively collecting and responding to patient reviews,
you’re invisible to the most research-driven generation we’ve seen.
→ https://www.brightlocal.com/research/local-consumer-review-survey/
3. Social media is the new search engine.
43% of Gen Z use TikTok to look up health info.
1 in 5 follow medical professionals on Instagram.
→ https://yougov.co.uk/topics/lifestyle/articles-reports/2023/04/11/how-gen-z-use-social-media-uk
4. They care more about authority than ads.
They don’t want you to sell.
They want you to teach.
Gen Z are 33% more likely to trust healthcare professionals who show up online giving useful info than those running ads.
→ https://www.pwc.co.uk/industries/healthcare/insights/future-of-healthcare-consumer-experience.html
If you’re not showing up on social,
If your doctors aren’t visible,
If you’re not managing your online presence—
You’re not even in the running.
This generation chooses their GP the same way they choose their next restaurant:
Search → Watch → Decide.
Let’s be honest.
If they can’t find you on TikTok, Instagram, or Google…
If you’ve got 4 reviews from 2021…
If you’re still talking at them instead of with them…
They’ll scroll past.
At Talking Pulse, we help clinics turn quiet doctors into trusted voices.
We build content that earns trust before patients ever walk through the door.
From social media to video-first strategy, we make sure you get seen and chosen.
🎥 Ready to start? Let’s make it happen. Book a free consult today.
