Role of Gen X in healthcare

Strategic conversations about the future of healthcare focus on the immediate impacts of Baby Boomers and the future desires of Millennials. Something important is missing: 65 million people living in this country who were born between 1965 and 1980. Often underestimated and ignored, Generation X represents a significant force in healthcare. Gen X is currently assuming leadership roles, aging into healthcare as patients, coordinating care for their parents and helping their own children navigate care. Learn more about what makes Gen X tick, how to engage them as employees and how to best target them for marketing and communication efforts.
For those of you who might have forgotten about Gen X (we’re looking at you Boomers) or never knew we even existed as a generation (this might be you Millennials and Gen Z), don’t worry. 

Key Discussion Points:

  • What makes Gen X tick
  • How they differ from other generations
  • How to engage them as leaders and employees
  • How to best target them for your marketing and communication efforts


Alan Shoebridge
AVP, National Communication Providence

Alan Shoebridge | Associate Vice President for National Communication |Providence
Alan Shoebridge is the Associate Vice President for National Communication at Providence. He leads a diverse, multi-state communication team responsible for internal communication, public relations, issues management, labor relations and DE&I initiatives. Alan has also held senior marketing and communication leadership roles at Kaiser Permanente and Salinas Valley Memorial Healthcare System.

Alan has more than 15 years of direct marketing and communication experience for healthcare and medical insurance organizations with a focus on marketing plan development, advertising, messaging, research and other areas. He has also worked as a newspaper reporter and in public relations. Alan earned his BA in English from the University of Oregon.

Alan is an active member in several community and professional organizations. He currently serves on the board of the Society for Healthcare Strategy and Market Development, a personal membership group of the American Hospital Association, with more than 4,000 members who specialize in marketing, communication, business development and strategic planning. In addition, he is a past board member for Transition Projects in Portland and the Point Lobos Foundation in Monterey. In his free time, Alan enjoys cycling, reading, hiking and exploring Oregon with his wife Amber and their two English bulldogs.

Dean Browell
Chief Behavioral Officer Feedback

Dean Browell leads Feedback’s research as the resident PhD with a passion for how generations interact online. He is a co-founder of the cultural education project Hidden In Plain Site and a Board Member of the Society for Healthcare Strategy and Market Development (SHSMD), The Poe Museum, and University of Richmond’s Institute on Philanthropy. Dean teaches graduate-level classes at the VCU School of Business.

Nik Parwal

Nik Parwal
Business Head – Healthcare, LeadSquared

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