Proving that consumers can still surprise us, Advisory Board compared the results of their 2019 consumer preference survey with the 2014 survey results. Here are the unexpected answers to the question, "What do consumers want from primary care?"
What's new in 2019?
A jump in the
importance of physicians. Consumers would rather see a physician. Although most patients
are still willing to be seen by a nurse practitioner, physician assistant or
pharmacist - doctors rule.
importance of immediate access has increased. Consumers in need of urgent care would love to walk into a
care facility without an appointment, even if they have to wait 30 minutes to an
hour. Also high on their list of preferences:
- Same day appointments
- Access to a clinic that's open 24/7
use of alternative sites for primary care. One in five patients uses an alternative walk-site as their
main source of primary care. Expect this trend to grow among the younger
- 51% of respondents aged 18-29 say they go to urgent care centers for primary care, as well as retail clinics, virtual visit platforms and concierge care practices.
- For older/traditional primary care patients 65+, almost one third chose to go elsewhere.
fully embraced wearables, biometric scans and genetic tests. Despite the hype, consumers
would rather have improved care coordination and ease of access.
name-brands don't impress. Hospital brands beat the likes of Apple and Amazon - for
now. Very few respondents displayed an interest in using a clinic affiliated
No need for
a one-stop-shop. When
choosing a new primary care office, consumers want lab tests and x-rays, but they're
willing to go elsewhere for:
- Nutrition/weight loss
- Mental health/substance abuse support
Less loyalty. As brand loyalty declines across
all industries, it's not surprising that primary care patients are less loyal
than they were five years ago. The 65+ population is the most loyal; the youngest
respondents were the least.
What hasn't changed since 2014?
important: Digital differentiators. Despite the growing prevalence of telehealth, virtual visits
remain a low priority. But some digital services are popular, including:
- Online access to lab test results
- Online scheduling
of retail clinics stays the same. However, urgent care centers have increased in acceptance,
especially for ailments like fever, sore throat, rash and minor sprains.
low prices are still just tiebreakers. Surprising, because deductibles and cost sharing have increased.
However, low prices and price transparency remain mid-level priorities for
consumers seeking basic urgent care in 2019.
Keep up with consumer change
At CMG Health Marketing, we
empower you with insights from trusted industry sources. Call us today for help
with your marketing plans and strategies.