In recent years, healthcare has become increasingly consumer driven. With more care access points, ways to contact providers, and methods of obtaining information than ever before, consumer behaviors and choices are reshaping how individuals interact with healthcare services.
These shifts represent a fundamental transformation. Healthcare is now an industry driven by consumer demand, rising costs, evolving patient expectations, technological advancements and an increasingly competitive market.
Here are five ways consumerism is changing the business of healthcare and why healthcare organizations need to pay attention—and be prepared to pivot.
New Care Options Are Meeting Consumer Demand
Healthcare consumers are more prepared than ever to actively participate in their care journeys and make informed decisions about their health. Rather than receiving directives from a single trusted source, patients have myriad options for seeking care.
In addition to a traditional doctor’s office, patients can choose to receive services at:
- Community health centers
- Retail clinics
- Telehealth sites
- Urgent care locations
- Walk-in clinics.
With so many choices available, consumers can tailor their interactions to meet their needs and create their own personalized experiences.
Healthcare organizations can benefit from offering new models of care, too. More than one-third of patients surveyed by Carenet Health in 2023, for example, reported that they relied on their health insurance carrier’s nurse advice line for care advice. More than 90% of consumers who used this service followed the guidance. Organizations that offer personalized care to members while helping patients avoid time-consuming and costly visits to care locations can also lower their costs and improve consumer experience in healthcare.
Higher Costs Mean High Expectations
Consumer healthcare costs are rising. Premiums, for instance, increased by 7% between 2022 and 2023. Experts predict a larger jump in 2024. Consumers are questioning the cause of growing out-of-pocket costs and higher deductibles.
Disruptors that focus on cost transparency, such as Healthcare Bluebook and GoodRx, have emerged in answer. To stay competitive in the face of consumers’ demand for transparency in healthcare pricing, providers and payers will need to find solutions that provide clear, upfront cost information and demonstrate the value of their services.
Shifts in the Patient Journey
One of the most profound impacts of healthcare consumerism is its emphasis on customer experience in healthcare. Patients view themselves as consumers of healthcare services, much as they do with other industries such as retail, travel and entertainment. Patients now evaluate their healthcare encounters based on factors such as ease of access, quality of communication and overall satisfaction.
Providers, Payers, and Health Services organizations need to prioritize patient and member experiences and embrace consumer-centric care models. Helathcare consumers expect personalized and consistent omnichannel communications that enhance the customer experience at every touchpoint, from scheduling to appointment reminders to receiving follow-up care.
Expanded Appetite for Technology
Patients expect convenient, quick access to care, and that means digitally-enabled tools are a must. Since 2019, consumer demand for telehealth, mobile apps and virtual care platforms have increased. Consumerism in healthcare has accelerated the adoption of digital health technologies, and healthcare organizations need to create technological resources that cater to individual patient needs.
Reimagining traditional care delivery models presents opportunities for organizations seeking to respond to consumerism. Investing in digital infrastructure, implementing patient portals, adopting an online appointment scheduling system and integrating patient feedback mechanisms can all improve service quality.
These initiatives not only meet patient expectations but also future-proof healthcare organizations against evolving consumer demands. Embracing technological innovation helps healthcare organizations enhance consumer experiences, drive operational efficiencies and improve access to care.
An Increasingly Competitive Healthcare Market
The importance of healthcare consumerism extends beyond meeting immediate patient needs. To maintain loyalty and provide high-quality care, providers, payers and health service organizations must embrace a new model that puts the needs and desires of consumers first. Healthcare consumerism represents a strategic imperative for Providers, Payers, and Health Services organizations to differentiate themselves in a competitive market and attain the downstream effects of improved AI enabled patient services that improve consumer choice, convenience and control .
Healthcare organizations that embrace these changes are better positioned to:
- Improve consumer engagement and satisfaction
- Drive operational efficiency
- Differentiate themselves in an evolving market
- Improve health outcomes.
One in three Americans has access to Carenet team members and solutions—putting us in a unique position to help Providers, Payers, and Health Services organizations understand and adapt to the principles of healthcare consumerism and enable predictive insights and proven recommendations at scale. With over 100 million digital interactions annually, we offer industry leading solutions and expertise to help your organization increase care accessibility for patietns and implement the technologies that ease the customer experience while balancing high tech cost and change resistence. Contact us today to find out how we can help your team overcome the challenges of adopting a consumer-centric model and seize opportunities to thrive in our evolving healthcare ecosystem.
And, download our free eBook to learn more about how consumerism is driving change in healthcare and how payers, providers and health services companies can navigate the changing landscape.
