THE MORE CONSUMERS KNOW, THE MORE THEY WANT
Highly-digital health consumers have higher expectations than most
Overview
Providing healthcare transparency services that offer consistent experiences at every touch point, anytime, anywhere could be key to meeting the expectations of highly-digital health consumers, who are much more informed and discerning than less digital consumers about sources of information when it comes to medical decision-making.
Design-led thinking, which takes a consumer-need perspective and seeks to match it with what is technologically feasible when creating a consumer experience strategy, could help healthcare organizations develop transparent, end-to-end customer journeys that better meet the evolving needs of the digital health consumer and win their trust.
Nearly every health consumer today is a digital health consumer, yet they move at different speeds and have different needs.
Highly-digital health consumers use online channels, mobile devices and social media significantly more than their less digital counterparts and often search across multiple touchpoints when seeking medical information.
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What Do Payers and Providers Need to Know About Digital Patients?
Payers and providers are learning that a meaningful percentage of their patients expect to interact with them on digital channels.
Key Findings
Highly-digital health consumers are 1.7 times more likely than less digital consumers to believe that medical information sources are not objective (64 percent vs. 39 percent).
More of them believe that medical information is steering them in a preferred direction (71 percent vs. 55 percent) and more of them say that it is difficult to apply information to their own situation (58 percent vs. 43 percent).
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Recommendations
Highly digital health consumers use online channels, mobile devices and social media significantly more than their less digital counterparts and often search across multiple touchpoints when seeking medical information.
They tend to leverage the wisdom of the crowd for medical advice.
A transparent customer journey, consistent across channels, is key to meeting the expectations of highly-digital health consumers.
By adopting a designer’s sensibility when creating a consumer experience strategy, healthcare organizations can develop such customer journeys.
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Authors
Jean-Pierre Stephan
Managing Director of Health CRM Solutions
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Brian Kalis
Managing Director of Digital Health
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Michael Brombach
Health Strategy Consultant
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Janessa Nickell
Health Strategy Manager
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