Deloitte survey finds key consumer characteristics
A recent survey by Deloitte reveals that U.S. consumers still perceive a technological gap in the health care industry and want more personalized care. Using a web-based questionnaire, 3,031 adults age 18 and older were surveyed.
Among the major findings:
- 60% want online access to medical records and test results, and online appointment scheduling one in four will pay more for the service;
- three of four consumers want expanded use of in-home monitoring devices, and online tools that would reduce the need for visits and allow individuals to be more active in their care;
- 52% of consumers say they understand their insurance coverage; only 8% understand their policies completely.
Consumers were broken down into six categories: content and compliant (29% of Americans); sick and savvy (24%); online and onboard (8%); shop and cave (2%); out and about (9%); casual and cautious (28%).
- Content and compliant consumers, the largest segment, most often prefer traditional care and accept doctors' recommendations. They are less likely to shop for and customize insurance or use value-added services; 26% of this group have a household income of $100,000 or more.
- Sick and savvy denotes the group that uses the health care system more than any other and like the latter segment prefers traditional care, though they rely on themselves more than their doctors in making care-related decisions. The group also includes the highest percentage (52%) of consumers reporting one or more chronic conditions. More sensitive to quality differences among providers, they shop around more in an effort to customize insurance and they take advantage of value-added services. The group includes more women and as a whole is satisfied with care received.
- Online and onboard includes high users of the system who prefer traditional care but are open to receiving care in nontraditional settings. This group uses online tools and value-added services more than any other group and relies on themselves vs. their doctor's recommendations in care-related decision making. They tend to comply with care instructions and are satisfied with care received. Mean age of this group is 45 years old.
- Shop and save consumers often switch doctors, treatments, and health plans and are more sensitive to the prices of services. This group tends to use traditional care approaches and relies on doctors' recommendations. However, they are open to alternative approaches and nonconventional settings. This group is more likely than others to purchase prescriptions online or through mail-order sources, use retail clinics, and travel outside of their community or the United States for care. They take advantage of value-added services and tend to be less satisfied and less compliant with care. This segment has the lowest average age (38 years).
- Causal and cautious consumers are the healthiest and the second youngest (mean age is 40) group. The group is the least insured and uses the system and seeks information less than others. This group feels less financially prepared to deal with future health needs and and fewer report understanding their insurance. They are less compliant and satisfied than others.
(For more details or to see the entire report, go to www.deloitte.com and select "Health care providers" under "Industries." Click on 2008 Survey of Health Care Consumers.)
A recent survey by Deloitte reveals that U.S. consumers still perceive a technological gap in the health care industry and want more personalized care. Using a web-based questionnaire, 3,031 adults age 18 and older were surveyed.You have reached your article limit for the month. Subscribe now to access this article plus other member-only content.
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