How Gen Z Is Redefining Healthcare, and Why It Matters Now

Healthcare leaders face a clear shift in patient expectations. Gen Z is influencing how people access care, choose providers, and define a good experience.  

At NRC Health’s Human Understanding Beyond | HUB26 conference, held September 2–4 in Nashville, Tennessee, a featured mainstage session will focus on what this shift means and what leaders can do next. 

The session, From Insight to Action: What Gen Z Is Teaching Us About the Future of Care Delivery, brings together experts from NRC Health, HCA Healthcare, and Mercy. Each speaker works close to patient data and daily operations, which keeps the discussion grounded in real challenges and real results. 

Gen Z is already making decisions about care. They expect speed, clarity, and digital access. They also expect care teams to listen and respond in ways that reflect their values.  

Health systems that meet these expectations build trust early. 

Ready to join the conversation? Save your seat today. 

At HUB26, this mainstage session will bring together leaders who are seeing patient expectations shift in real time, and acting on that data inside their organizations. 

Stacy Acquista, Regional VP of Marketing and Corporate Affairs at HCA Healthcare, brings a research and engagement lens. Her team has studied how expecting Gen Z mothers choose care and what influences their decisions. That work connects directly to how health systems attract and retain patients today. 

Jennifer Newcomb, Director of Patient Experience Performance at Mercy, adds an operational view. She focuses on how data moves across teams and turns into action. Her background in service excellence, patient access, and consulting allows her to connect strategy with daily execution. 

Jennifer Baron, Chief Experience Officer at NRC Health, will ground the discussion in long-term change. She has spent more than 30 years shaping how health systems design access and patient experience, and her work focuses on the moments that define how patients feel about their care.  

This combination of perspectives matters. Research alone does not shift care delivery; marketing alone does not change experience; and operations alone cannot keep pace with rising expectations. This session connects all three, so leaders can see how change happens from idea to execution. 

The conversation will take place within the broader HUB26 conference, where healthcare leaders will gather in Nashville, September 2–4, to focus on patient experience, access, and growth. This session sets a clear tone for the event, looking ahead and tying that view to the work teams are doing right now. 

Gen Z grew up with instant access to information. They compare healthcare to retail, banking, and travel, and they expect fast answers, mobile tools, and clear pricing. 

They also value inclusion and transparency. They want to feel heard during every interaction, from scheduling to follow-up care. And these expectations shape their decisions. If a process is slow, they look elsewhere; if an experience feels personal, they return and recommend it. 

So what does this shift require from healthcare leaders? It calls for faster communication, simpler access, and clearer education. The session will answer this call with data and examples.

How Health Systems Turn Gen Z Research into Better Care Delivery 

The session will draw on research from NRC Health and partner systems, including HCA Healthcare and Mercy. It shows how healthcare organizations study Gen Z behavior and adapt their services accordingly.  

Attendees will see how digital tools affect scheduling, communication, and education. They will learn how teams adjust messaging to match patient expectations. They will also review how personalization builds trust over time. 

The discussion will stay practical. Speakers will share examples of teams testing new ideas, tracking results, and refining their methods. 

Key topics include: 

• How Gen Z consumers compare care options before making a choice 
• What they expect from digital and in-person communication 
• Where current care models fall short 
• How leading systems can adjust their processes 

Each topic ties back to measurable outcomes that leaders can track. 

Why Gen Z Trends Matter for Healthcare Leaders in 2026 

Health systems face ongoing pressure. Access remains a challenge, staffing levels vary, and costs continue to rise. 

At the same time, patient expectations continue to increase. Gen Z brings these shifts into sharper focus—their preferences push organizations to respond more quickly and rethink long-standing processes. 

Early engagement with this group shapes long-term loyalty. That loyalty affects growth and community trust. 

What You Will Learn About Gen Z Patient Experience at HUB26 

This session offers clear learning points for healthcare leaders. Attendees will: 

• Understand how Gen Z expectations differ from those of earlier generations 
• See how those expectations influence access and communication 
• Review real examples from leading health systems 
• Identify steps to improve engagement and retention 

Each point connects to real work inside health systems. The speakers will focus on actions that teams can apply without adding complexity. 

HUB26 will bring together leaders who want to improve patient experience and care delivery. Nashville provides a central location and an environment that supports connection. 

The conference agenda will balance learning with discussion. Attendees will be able to hear from experts, then share ideas with peers facing similar challenges. 

This Gen Z mainstage session will highlight where healthcare is heading next. It will also show attendees how to respond in practical ways. 

Register for HUB26, and Prepare for the Future of Care 

Gen Z is shaping the future of healthcare right now. Their expectations already affect how systems are designing access, communication, and care. 

HUB26 will give leaders a chance to learn from those who are already doing this work. It will also create space to plan next steps with peers. 

Join us in Nashville this September, and be part of the conversation that will define the next phase of patient experience. 

Register today!