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SENIORS WANT THEIR DIGITAL HEALTH, TOO

Dispelling myths about seniors and digital health

Overview

Silver surfers—people age 65 and over who use digital technology in their daily lives—are shattering myths about seniors’ use of eHealth, how they value it and what they expect of a technology-enabled health system, reveals the 2016 Accenture Consumer Survey on Patient Engagement.

Healthcare organizations cannot ignore the growing silver surfers trend. Digital demands are impacting seniors’ coverage and provider choices in a crowded, commodity market growing by the day. This silver tsunami is expanding the Medicare portion of healthcare organizations’ membership and patient base. When compared with the general population, seniors are often more likely to have chronic conditions.

Healthcare organizations that adopt digital health tools can influence seniors’ buying behavior, engagement and health management. This increases a healthcare organization’s relevance among a key demographic to help drive acquisition and retention, reduce costs and improve health outcomes.

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Key Findings

RECOMMENDATIONS

With seniors more digitally-enabled than ever, healthcare organizations must move past the myths and take digital health seriously as a tool to attract, engage and retain seniors. Three fundamentals are essential for success:

  1. Prioritize digital experiences. Focus on digital experiences like purchasing insurance or deciding treatment that seniors report have a positive impact on their willingness to recommend.

  2. Design for the entire ecosystem. Follow service design principles that consider interactions among the constellation of people, products, places and process that create great digital experiences.

  3. Know exactly who seniors are. Avoid the temptation of one-size-fits-all digital health solutions for seniors. They are not a homogeneous group and need more than big buttons and large type fonts.

Seniors’ digital acumen is real. And the silver surfers' eHealth wave has yet to crest. Developing thoughtful digital health solutions that meet seniors’ digital demands is about more than giving seniors what they want. It’s building a foundation for affordable, superior experiences and better health.

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Authors

ACCENTURE-AHIP WEBINAR

Digital demands are impacting seniors’ coverage and provider choices in a crowded, commodity market that is literally growing by the day. Silver surfers—people age 65 and over who use digital technology in their daily lives—are shattering myths about seniors’ use of eHealth, how they value it and what they expect of a technology-enabled health system.

In this session, Accenture managing directors Jill Dailey and Brian Kalis and Welltok Vice Presidents Kathleen Ellmore and Hector Torres dispel persistent myths around the growing silver surfers trend and share information on how digital solutions are being applied at health plans.







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