This year, 37% of healthcare consumers used websites and shopping apps to compare services. Driven by the need to reduce medical expenses, that number is expected to rise quickly, especially among the younger generation.
The 2019 consumer sentiment survey by
private health insurer UnitedHealthcare shows that:
- 20% of consumers say the internet or a mobile app is their first source of information about symptoms, conditions or ailments.
- 39% said that comparison-shopping for procedures prompted them to change clinicians, facilities or both.
- 72% believe there is no connection between the cost and quality of medical services.
Current digital experiences leave room for improvement
While 80% of the survey respondents found their digital
shopping experience to be "very" or "somewhat" helpful, a significant number
found their experience unhelpful.
- 64% cited "never" knowing the cost of the medications before leaving the doctor's office.
- 42% said the estimates they found were confusing or not easy to understand.
- 26% said their results lacked key quality or cost information.
- 7% said the information they found wasn't customized for their health plan.
How do you compare?
As technology plays an increasingly important role in how consumers
research their medical options, healthcare organizations will need to
prioritize online and mobile transparency to stay competitive.
for ways to better communicate what matters to patients through your marketing
tactics? Call Cox
Health Marketing today. We can help you send the right message to the right