Improving Healthcare Consumer Experience: A Strategic Analysis
US consumers are taking an increasingly active role in their health, seeking information from a variety of sources and considering new engagement models. As this trend continues, healthcare organizations must recognize that many of the assumptions that they have made about healthcare consumers no longer hold true. Addressing these changed expectations and interests can unlock substantial opportunity to engage consumers across their healthcare journeys more effectively and improve business results.
It’s not a simple challenge though. Consumers are diverse and expect that their specific needs and preferences will be met in the ways that they experience outside healthcare. With this in mind, we conducted surveys in 2023 and 2024 to understand what consumers are looking for to make their healthcare experiences easier.
Six ways to upgrade the healthcare consumer experience
Direct consumers to more expedient options
Improving consumer experience and engagement requires delivering against expectations across each consumer’s end-to-end healthcare journey. Broadly, payers should invest in streamlining member enrollment, benefit education, and payment; providers should ensure seamless multimodal continuity of care; and both can collaborate to simplify patients’ access to care and medication—and adherence to healthcare recommendations.
Improve the shopping experience with competitive pricing and cost transparency
The cost of care can play a role in how consumers make their care decisions, with a majority of respondents citing pricing information as a key factor influencing their choices. Providers with competitive out-of-pocket costs have an opportunity to engage price-sensitive consumers.
Publish educational medical content as trusted sources of information
Consumers are turning to various sources for health information, not just physicians. Organizations can consider publishing educational content to inform and engage consumers effectively.
Use advertising to empower consumers
Consumers find sponsored content helpful, especially when personalized to their needs. Healthcare organizations can leverage advertising to empower consumers and build trust.
Augment the healthcare journey with integrated digital solutions
Integrating relevant digital tools into healthcare journeys can enhance the overall consumer experience. Collaboration between healthcare organizations and tech companies can provide consumers with personalized health solutions.
Apply strategic data sharing to enhance engagement and care delivery
Consumers are increasingly willing to share their data with healthcare providers and insurers to improve their health outcomes. Strategic data sharing can personalize engagement, inform diagnoses, and reward healthy lifestyle practices.
Tactical approaches to address trends and increase consumer-centricity in healthcare
Healthcare organizations can build a consumer-centric organization by setting a strategic vision, adopting an agile, consumer-centered operating model, and building consumer-centric capabilities. By focusing on consumer needs and preferences, organizations can drive business results and improve healthcare outcomes.
FAQ
Q: How can healthcare organizations improve consumer engagement?
A: Healthcare organizations can enhance consumer engagement by delivering personalized care, improving access to services, providing cost transparency, and leveraging digital tools for better health outcomes.
Conclusion
As healthcare organizations navigate the evolving landscape of consumer expectations, adopting a consumer-centric approach is crucial for success. By understanding and meeting the needs of healthcare consumers, organizations can drive business growth, improve healthcare outcomes, and build trust with consumers. Strategic investments in consumer engagement and experience will position healthcare organizations for long-term success in a competitive market.
