Healthcare consumer market research
Consumer insights that drive
patient loyalty
WHO WE SURVEYED
3,000
U.S. healthcare consumers
What consumers want from their healthcare experience is in transition. Emerging technologies and tools like artificial intelligence (AI), automation, and advanced analytics are redefining what’s possible, leaving some consumers eager for innovation and others favoring traditional care approaches.
Huron’s longitudinal research tracks evolving consumer preferences and identifies the latest consumerism trends influencing healthcare.
Market insights surface opportunities for health systems to improve care quality, increase patient loyalty,
and strategically integrate digital
tools and technology to elevate the
consumer experience.
Explore the insights below ↓
Consumers value quality and affordability
Consumers rate high-quality care and affordability as most important to their healthcare experience.
Roll over each to learn more
For 30%, affordability, including reasonably priced services and transparent billing, is most important to their healthcare experience.
While consumers indicate that high costs are the greatest barrier to accessing healthcare, 32% are willing to pay more for exceptional quality of care and outcomes.
49% identify high-quality care, including effective treatments, access to skilled professionals, and positive outcomes, as most important to their healthcare experience.
Consumers are evaluating care and providers differently, challenging healthcare organizations to formulate customized strategies across the care continuum to keep patients within their network.
The ideal healthcare experience, defined by consumers
Click to learn more
In addition to quality and affordability, convenience and personalization are key drivers of consumer choice and perception of their healthcare.
What’s important to consumers:
64%
convenient location
63%
short wait
time to see a provider
(e.g., same or next day appointments)
55%
on-site diagnostic services
(e.g., lab, imaging)
52%
coordinated
care among providers and specialists
48%
self-service tools to manage my healthcare
60%
an attentive
care provider who knows
me and my medical history
54%
in-person interaction
with a care provider
52%
individualized treatment plans tailored to my needs
47%
being actively involved in decisions and my care planning
36%
ongoing monitoring and adjustment
of treatment plans based
on feedback
75%
of healthcare consumers are satisfied with the care they received in the last 12 months.
The shifting role of digital tools and services in patient care
The interplay of in-person and virtual care remains complex. While 70% of consumers say they prefer to receive care in person, 84% cite virtual care offerings as important.
Overall, healthcare consumers’ comfort with technology and digital preferences varies, but adoption continues to increase.
Click to learn more
Digital apps and devices
Nearly half of consumers report using apps at least once a week to manage their health and wellness.
Top 5 digital apps and devices used:
Online portals or mobile apps for scheduling appointments and accessing medical records - 44%
Apps for tracking fitness and exercise -
41%
Wearable devices that track fitness
or excercise -
35%
Text with physician offices to manage appointments -
28%
Telehealth or virtual visit services -
28%
Artificial intelligence (AI)
Consumers are interested in leveraging AI systems for medical advice and recommendations, but hesitation remains.
Would you be interested in AI-powered chatbots to receive immediate, 24/7 medical advice?
12%
28%
36%
24%
Yes, I would be interested and comfortable
Yes, I would be interested
but have some hesitation
No, I would prefer speaking with a healthcare professional
I'm unsure
Would you be comfortable with AI analyzing your health data to provide personalized treatment plans?
Very/somewhat comfortable
21%
Very/somewhat uncomfortable
44%
35%
Neutral
Data and disease prediction
Consumers are more open to sharing their physical health information with providers, including medical history, test results, and biometric data, for lower cost of care and better health outcomes. Willingness to share data dramatically declines for mental health, genetic, lifestyle, and behavioral information.
As more consumers show interest in sharing personal data to predict health conditions, data privacy and security and clear communication on how patient data will be used are needed to obtain essential information to improve disease prediction accuracy.
Consumer interest in using personal data to predict risk for:
Heart/cardiovascular conditions
61%
57%
Cancer
Diabetes
52%
Breathing/respiratory conditions
49%
Brain/neurological conditions
49%
Joint/orthopedic conditions
48%
Behavioral health, including anxiety and depression
43%
Understanding the modern healthcare consumer
Consumer trends provide a pulse on how healthcare consumption is changing. Personalizing healthcare experiences to meet the needs of your consumers starts with understanding the nuances that
influence their choices, perceptions, and loyalty.
From Huron’s survey, six consumer segments emerge, revealing distinct differences in attitudes, preferences, and digital aptitude.
Click to explore consumer segments
Traditional and affordable
I’m seeking an in-person healthcare experience that is quick and easy with minimal use of technology.
I engage with health services 1x/year.
Slightly digital
Life-long relationships
I’m seeking a consistent healthcare experience built on relationships with providers whom I know and trust.
I engage with health services 2-3x/year.
Slightly digital
Self-advocacy
I’m seeking a healthcare experience where I’m actively involved in
care decisions and have open communication with my provider.
I engage with health services 1x/month.
Moderately digital
Affordable access
I’m seeking an affordable and convenient healthcare experience with access to a diverse mix of providers and specialists.
I engage with health services 2-3x/month.
Moderately digital
Personalized options
I’m seeking a personalized healthcare experience that allows me to choose my preferred care options.
I engage with health services 2-3x/month.
Moderately digital
High-tech and holistic
I’m seeking a digital-first healthcare experience where I can use digital apps to manage my health daily.
I engage with health services 1x/week.
Hyper digital
Traditional and
affordable
Life-long relationships
Self-advocacy
Affordable access
Personalized options
High-tech and holistic
Slightly digital
Moderately digital
Hyper digital
70%
of consumers experience anxiety when visiting a healthcare provider, primarily driven by fear of bad news and affordability concerns.
Cost tops care access challenges
Consumers identify several obstacles to accessing quality care. These barriers contribute to health inequities, hinder growth potential, and incentivize patients to seek care outside your network.
Greatest barriers to care:
High healthcare costs and out-of-pocket expenses
Long wait times for appointments
Limited availability of appointment times that fit my schedule
Difficulty finding high-quality healthcare providers
Fear or anxiety about seeking medical care
3 ways to influence the consumer experience and build loyalty
By understanding how consumer trends are shifting and using insights specific to the populations they serve, healthcare leaders can build personalized care pathways and strengthen connections that generate loyalty and attract new patients.
Three actions organizations can implement today:
Click to explore
Provide easier access to care
Nearly half of consumers rely on referrals from primary care physicians and healthcare professionals when choosing where to go next for care, followed by recommendations from friends or family (31%) and online reviews and ratings from other patients (26%).
Healthcare organizations can provide a more seamless experience by strengthening relationships with in-network providers, prioritizing self-service digital tools to guide consumers’ care decisions, and using data to strengthen physician referral management programs, which drive patient retention and volume.
Create relevant, timely communications
With cost surfacing as the greatest barrier to care and a primary source of patient anxiety, upfront communication about the cost of services and patient financial planning resources are needed to eliminate access barriers and improve the patient financial experience.
Understanding communication preferences and engaging with consumers on their preferred channels can boost patient engagement, reduce anxiety, and improve the patient-provider relationship.
Leaders are investing in customer relationship management (CRM) platforms and emerging technologies such as AI and automation to personalize communication, improve the visibility of consumer touchpoints, and reduce manual effort.
Talk to an expert
Connect with a Huron expert today to evolve your healthcare consumer strategy and put what’s possible into practice.
Contact us