Provide a brief synopsis of the story or stories, including any significant findings.

There's a new breed of doctors entering the field. They are focused on Gen Y - young consumers whose assumptions about life could dramatically alter the health care field. They are technically savvy, highly social and very independent. Physicians - and hospital - have to match these demands to be more flexible and wiling to use innovative technologies.

Judges' comments: Howard Larkin's examination of the challenges facing doctors of Generation Y patients was a breezy read that provided an intriguing glimpse into how changing consumer habits are affecting medicine.

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