5 Consumer Healthcare Revelations From A Recent Study
It's been more than two years since the pandemic began, and patients are still relying on virtual care to stay connected to their healthcare providers. But a recent CVS 2022 Health Care Insights Study shows that people are ready for even more meaningful interactions with their doctors.
Here are the top 5 trends to keep an eye on that will affect the healthcare industry as a whole and more specifically healthcare marketing.
1. Taking a More Holistic View
People are looking at healthcare in a more holistic way, and they want their doctors to be thinking about it the same. CVS's study found that consumers want more personalized service, longer visits and more opportunities to engage with their healthcare providers.
The study found that people are prioritizing lifestyle changes post-pandemic as part of their overall health plan.
- 44% of respondents said they are upping their physical activity levels.
- 39% are focused on lowering stress.
- 38% are looking at losing weight.
- 38% are interested in eating a balanced diet.
2. Prioritizing Empathy and Personalization
Another key finding in the CVS study – 81% of consumers say it’s very important their primary care provider be aware of their overall happiness and life satisfaction levels. They want their primary care provider to factor in their stress levels and consider how they’re dealing with difficult situations. This suggests that people want their doctors to be more than just medical experts focused on physical health.
3. Collaborating With Other Providers
83% of consumers reported that coordination among all healthcare providers is very or somewhat important to their health.
This means that healthcare providers will need to find ways to better collaborate in order to provide the connected care that patients desire. A shift in mindset from just a specialist in their own silo to a collaborative team member will be essential moving forward.
Healthcare providers would be wise to start incorporating more empathy and personalization into their patient/consumer relations. In other words, the Customer Experience will be an emerging and key piece of the healthcare landscape.
4. Increasing Use of Technology and Apps
71% of consumers said it was very or somewhat important to their health that they have customized alerts and reminders of screenings and checkups.
This suggests that people want to be more proactive about their health, and they need tools to help them do so. Mobile engagement and other forms of innovative outreach will be key to meeting this need. Tools like the Apple Watch, Oura Ring, and the WHOOP strap are examples of tech tools leading the way in this area.
5. Remembering Convenience is King
92% of people surveyed said convenience trumps all other benefits of virtual visits. It's not enough to offer online health solutions. How easy are they to navigate? Are they fast? Is the user interface intuitive? User Experience (UX) and Design Thinking must now be a key part of the healthcare providers' toolbox. Standout providers will be those who provide the most convenience.
Examples often help information come to life. One company I've noticed doing much of this well is Teledoc. They have a network of 50,000 specialists committed to delivering expert clinical quality care 24/7/365 from anywhere with any connected device. The platform is convenient and easy to use. Within minutes you can talk to a doctor and have your prescriptions to your nearest pharmacy all without leaving the comfort of your home.
The CVS study provides a glimpse into the future. What you know about healthcare has changed. It's clear that the customer experience will be at the forefront. With people's lifestyles and focus shifting to overall health, providers need to be prepared to meet these needs.
Are you a change maker in healthcare? We are helping our healthcare clients integrate cutting edge marketing strategies. Let’s partner to clarify your message and reach more consumers. Contact us.