Strategies Need to Consider Patients As Consumers
In some respects, the results of the survey were unexpected. The study notes that patients in the healthcare system are often acting based on decisions of others. These decisions include recommendations from friends and family over the choice of physician. The treating physician then makes recommendations or decisions including selections of medications, hospitals and other medical services. But, despite this, the survey found that patients are behaving more and more like consumers.
Experience Shapes Behaviors
Consumer behaviors are based on the experiences that they have using the health care system. The study noted a number of experience factors including:
- 18% of persons switched doctors
- 75% of consumers want physicians to provide online services to exchange email, obtain test results, access medical records and the like
- 21% of consumers purchased medications through mail order or online
- 44% of consumers are comfortable with retail clinics
- 30% of consumers questioned their physician about a treatment recommendation
- Approximately one-quarter of consumers used one of several tools to compare quality, prices and health information.
Consumer Market Segments
"Content & Compliant" consumers represent 29% of healthcare consumers. As the name suggests, they are fairly content with the system as it exists. They are least interested in becoming consumers of care and most willing to accept what their physician recommends.
The next largest segment is the "Casual & Cautious" consumer at 28%. They tend to be the healthiest of the groups, have the lowest system use and rely on themselves. They are also the least-insured of the segments. They report less satisfaction with providers and health plans. They are price-sensitive.
The "Sick & Savvy" segment at 24% uses the health care system more than other groups in that they represent the greatest percentage of persons with chronic illnesses. While they are compliant, they also are willing to seek out information relative to their care. They are open to value-added services.
The "Out & About" segment (9% of consumers) is very independent. They are the least compliant and least satisfied with treatments, providers and plans.
The "Online & Onboard" group (8%) is a high utilizer of health care. They are most inclined to use online tools to avoid over-reliance on medical providers. They are most likely to embrace value-added services.
The "Shop & Save" group at 2% of consumers represents a group that is price-sensitive, as the name suggests. They have little allegiance to a doctor, often switching doctors and health plans. They are also willing to use alternative and non-conventional settings for care and will use value-added services.
Doctors Most Trusted
Doctors still represent "trust" to patients - no matter their consumer segment. Physicians are trusted over hospitals, government, online tools and hospitals. But, patients might best be described as using a method of "trust but verify." Across all groups, consumers are using information about treatment and self-care as an adjunct to their physician.
Consumers across the board are looking for improvements in their interactions with their physicians. Almost one-third (31%) want shorter waiting times, faster appointments, faster answering of the telephone and more time with the doctor.
Consumers also believe that physicians need to make better use of information technologies. The survey founds that a majority of consumers want integrated medical records that include test results, doctor visits and hospital stays in addition to the 75% wanting more electronic access to physicians in general. In fact, the survey notes that technology savvy practices are seen by patients as a "major differentiator" between physicians. Almost one-half of consumers indicated interest in PHRs (personal health records) whether paper, electronic or web-based.
Summary
While most consumers are satisfied with the quality of their health care and the scope of their health plans, many are adopting consumer-based behaviors when making health care decisions. Across consumer-types and across generations, the results indicate that consumers want to share decision-making with their doctor. Consumers are also willing to utilize the power of the internet and expect their medical providers to do so as well.
Source: 2008 Survey of Health Care Consumers: Executive Summary. Produced by the Deloitte Center of Health Solutions
