Consumers have limited loyalty to healthcare providers and are open to switching primary care physicians. Younger consumers especially lack loyalty, with over 60% of those aged 18-44 willing to switch. Providers need to develop trust and deliver value through personalized communications and programs that meet consumer needs and preferences in order to build stronger engagement and loyalty. Consumers are looking for convenient access, rewards for healthy behaviors, and guidance on managing costs. Sharing fitness and shopping data with providers could also improve health if used to benefit consumers. However, most consumer engagement currently is limited, through phone contact alone.
5. Drilling down into loyalty sentiments reveals that younger
consumers are more open to changing their doctors. More
than 60% of people between the ages of 18 and 44 are
willing to switch their primary care physician, compared to
26% of people aged 65+.
A view of this finding through the lens of broader consumer
trends amplifies the point. Millennials are demanding
access and convenience when it comes to all kinds
of goods and services in retail. If their unique needs
aren’t met – if the offering doesn’t match their personal
expectations – they are more than willing to seek what they
need elsewhere. Contrast that with older generations, who
may find more comfort in familiar relationships (whether
that means the family doctor or the nearby supermarket).
The younger generation’s lack of loyalty has significant
ramifications for medical professionals. Administrative
changes, notably the adoption of electronic health records,
are putting increased time demands on physicians and
their staffs. Medical professionals may not have the time,
the technological capabilities or the services required to
meet the demands of younger consumers.
Further explorations of preferences by age group show that
healthcare providers should be looking for new ways to
engage consumers.
The data suggests that healthcare providers have to
adjust, for example by expanding beyond regular office
hours from 8 a.m. to 5 p.m. to provide greater access and
convenience. And then they should look to go further to
embrace alternative means of communication such as
telehealth, urgent care facilities and in-store clinics.
The essential point: meet consumers where and when
they want, in order to build loyalty. A deeper look into
preferences by age group show how they vary – and
illustrate how healthcare providers can tailor offerings
to different consumer groups. For example, younger
consumers (age 18 to 34) say they are interested
in programs that reward healthy behavior. By contrast,
seniors prioritize personalized information on managing
healthcare costs.
These types of programs require personalized attention to
the consumer based on his or her condition. A 25-year-
old may want to get a gym membership earned by the
data she shares about her workout regimen. A 65-year-
old may want educational programming to learn how to
maintain a healthy lifestyle in retirement. They are very
different opportunities to engage each consumer segment
and encourage the loyal participation of both in beneficial
activities – activities that the individuals identify as
important to them.
THE YOUNG ARE LEAST LOYAL
WOULD YOU BE WILLING TO SWITCH YOUR
PRIMARY CARE PHYSICIAN?
(Summary by Age)
0% 10% 20% 30% 40% 50% 60% 70% 80%
NoYes
65+
55-64
45-54
35-44
18-34
of 18-44 year
olds are willing
to switch their
primary care
physician.
60%
6. DIFFERENTIATING ENGAGEMENT STRATEGIES:
A HIGH-LEVEL LOOK INTO CONSUMER SEGMENTS
Rewards
for healthy
behavior
Earning VIP
status when
visiting the
doctor
Information
for managing
costs
1
2
3
Information
for managing
costs
Earning VIP
status when
visiting the
doctor
Rewards
for healthy
behavior
1
2
3
Age
18-34
Age
65+
6Xmore likely to
seek online social
communities for
managing health
2Xas likely to want
information
delivered in a more
convenient way