Five healthcare consumerism trends to watch

Today's healthcare consumers have a strong preference for a patient-centric approach, prioritizing personalized experiences and convenience. The current healthcare landscape emphasizes the need for fast, digital interactions and effective, affordable treatment options. To appeal to these discerning consumers and stay ahead of the competition, it's crucial to understand and incorporate the following five healthcare consumerism trends in your strategies.

1. Patients expect personalization

In the current healthcare landscape, patients prioritize a personalized healthcare experience. Consequently, generic and depersonalized digital ads are ineffective across all sectors, emphasizing the critical role of targeting in digital advertising for the healthcare industry.

Consider a scenario where a healthcare consumer encountering banner ads for a podiatrist's practice while seeking information on angina. Despite the ads reaching a potential patient with health concerns, the irrelevant service offering is likely to result in no conversion and might even frustrate the prospect. To optimize healthcare advertising efforts, it is essential to be deliberate in targeting and ensure that ads are placed alongside relevant content, intersecting with patients as they explore topics associated with your service lines.

Given that 76% of consumers find a lack of personalized messaging frustrating, prioritizing ad personalization becomes imperative. This approach not only enhances relevance but also fosters trust in your health system among consumers.

2. Digital front doors gain traction as patients seek convenience

Healthcare consumerism is increasingly centered around the principle of convenience, and digital tools play a pivotal role in enhancing patient engagement. With over 70% of patients utilizing Google search before scheduling appointments, and 59% basing their choice of doctor on favorable online reviews, the digital landscape significantly influences healthcare decisions. Additionally, 60% of patients opt for digital scheduling for appointments, and an overwhelming 94% express a willingness to switch to a new practice that offers this convenience.

A well-designed digital front door serves not only as a tool for patient acquisition but also as a window into the capabilities of your health system. It is crucial to approach the development of this digital entry point with care, as highlighted by a study from Accenture, where half of the respondents stated that a negative digital experience with healthcare could taint their entire perception, and 26% would consider switching to a different healthcare professional offering superior digital services.

To capitalize on this trend, it is imperative to create a robust online portal that allows patients to interact with your hospital easily and on a personalized level. Moreover, it's essential to recognize that a digital front door extends beyond your website. Third-party platforms like Healthgrades can significantly increase patient traffic through your health system's digital front door by enhancing discoverability, providing direct links to your scheduling portal, and offering other valuable features.

3. Telehealth is here to stay

Telehealth, initially conceived as an alternative to traditional in-person care, has evolved into the preferred method of receiving healthcare for many consumers. According to McKinsey's research, 55% of patients express higher satisfaction with telehealth compared to in-person care, and a significant 63% show interest in additional digital health solutions.

This shift is attributed to the accessibility of telehealth services, offering patients a means to connect with their healthcare providers without the need for physical visits. Telehealth medical services are delivered through live video, asynchronous telemedicine, remote patient monitoring, and mobile health, providing convenient options that are also financially advantageous for patients seeking care for issues like rashes, seasonal flu, or urinary tract infections, which might otherwise lead them to urgent care facilities.

Notably, telehealth has proven beneficial in various medical fields such as pediatric care, dermatology, ophthalmology, and dentistry, with follow-up appointments transitioning to virtual settings. Beyond convenience, telehealth ensures patients adhere to their care plans by facilitating easier access to healthcare professionals without enduring long lines or wait times.

The present moment calls for a strengthening of telehealth options, emphasizing simplicity in online appointment scheduling for patients. Additionally, there's an opportunity to underscore a hospital's commitment to mental health and wellness. This can be achieved through initiatives such as hosting webinars on crucial mental health topics, distributing more mental health surveys, or instructing healthcare providers to take moments during appointments to genuinely inquire about patients' emotional well-being, addressing issues like depression, anxiety, and burnout.

4. Patients take a more proactive approach to health

The coronavirus pandemic prompted a significant shift in consumer behavior, leading many individuals to recognize the importance of preventive care and adopt healthier habits at home. As confidence in returning to hospitals and doctor's offices grows, consumers continue to maintain a proactive approach toward their health.

A substantial number of consumers, almost two-thirds, have heightened their concern for health and wellness since the pandemic. More than 50% are actively researching health conditions online, reflecting an increased focus on health-related information. Additionally, two in five U.S. adults are utilizing health apps to track various aspects of their well-being, including blood pressure, sleep quality, and stress management. These apps and wearable devices provide continuous monitoring, delivering a more convenient and personalized consumer experience.

To cater to the proactive healthcare consumer, it is advisable to incorporate easily digestible educational content on your website and share wellness tips on social media platforms. However, it is crucial not to underestimate the significance of in-person visits. Patients still desire a sense of support and understanding when addressing health concerns with a physician. The overall experience before, during, and after an appointment can have a profound impact on the quality of care and subsequent life outcomes. Balancing digital resources with personalized in-person interactions remains vital in meeting the evolving needs of healthcare consumers.

5. The need for price transparency rises

Price transparency has emerged as a critical concern for patients, especially as they bear a growing financial responsibility for treatments and doctor visits amid increasing out-of-pocket costs. With the average annual patient financial responsibility now standing at $1,650 per patient, driven in part by the prevalence of high-deductible health plans and a 111% cost increase since 2010, the need for transparent pricing is more pronounced than ever.

Financial considerations pose a common barrier for patients, and women, in particular, are significantly impacted, with 1 in 3 women recently delaying or avoiding preventative care due to financial constraints.

As a marketer, a strategic approach involves guiding patients toward affordable, high-quality healthcare by providing the necessary resources for well-informed decision-making. Given that price transparency laws are in effect, marketers can align their efforts by incorporating service prices into campaigns. Healthcare consumers are increasingly researching costs before choosing a healthcare provider, making transparency about prices a key factor in garnering positive patient recognition. In essence, transparency not only meets regulatory requirements but also aligns with the preferences of today's healthcare consumers.

6. Partnering with Healthgrades can help you keep up

Capturing high-value, low-funnel patients during their healthcare journey is crucial for conversions, and Healthgrades.com stands out as the premier platform for connecting patients with physicians. With half of all U.S. healthcare consumers visiting Healthgrades every year when seeking a doctor, it holds the position as the #1 platform in this regard. Notably, 67% of visitors who search for a doctor on Healthgrades schedule appointments within a week, emphasizing the platform's effectiveness in driving prompt actions.

Healthgrades enhances the visibility and presence of your health system, providing diverse digital avenues for consumers to engage with your brand. Premium placement on physician search results pages and profiles, featuring prominent branding and compelling calls to action, ensures that more prospects encounter your health system first. The competitive intercept feature strategically redirects opportunities from your competition by showcasing alternative options from your health system on competing provider profiles.

Furthermore, Healthgrades complements your SEO and SEM strategies, optimizing your relevance in search results and generating qualified leads. Given that Healthgrades attracts a low-funnel audience that is ready to convert, the cost per conversion is notably lower compared to other PPC programs.

To align your marketing strategy with current consumerism trends in healthcare, reaching out to Healthgrades becomes a valuable step. Learn more about how Healthgrades can assist in adjusting your approach and effectively reaching the target audience in the evolving landscape of healthcare consumerism.