A recent study, Making The Shift: Healthcare's Transformation to Consumer-Centricity, by Prophet, a San Francisco-based branding and marketing consultancy, found that 81 percent of consumers are dissatisfied with their health care experiences. No surprise. I'm a broken record on that issue.
But Prophet also conducted in-depth interviews with over 50 executives from various healthcare organizations including hospital systems, payers, pharmaceuticals and digital health companies.
It is clear from these interviews that health care organizations, decades behind other industries in consumer engagement, are finally seeing the writing on the wall, and that redefining how they interact with consumers is now a necessity.
Based on conversations with executives from providers like Mayo Clinic, Geisinger Health System, Intermountain Healthcare, Northwestern Medicine, United Family Health; payers like Aetna, Cigna, Anthem, Blue Cross Blue Shield and AIA; and leading pharmaceutical companies like Pfizer, Novartis, and Eli Lily as well as digital health start-ups, Prophet identified five key shifts that these healthcare organizations recognize they must navigate to become consumer-centric - and they are all music to my ears!
Shift 1) From Tactical Fixes to an Experience Strategy
Shift 2) From Fragmented Care to Connected Ecosystems
Shift 3) From Population-Centric to Person-Centered
Shift 4) From Incremental Improvements to Pervasive
Shift 5) From Insights as a Function to a Culture of
I love the last one the most! Anyone else anxious to see what "A Culture of Consumer Obsession" feels like in our health care? We admittedly are used to it in so many other industries now -- it is way overdue in health care.
What is the number one driver, the number one pressure from consumers? You guessed it! Consumers now shopping for their care as a result of having to pay for it!
There has been an 86% increase in workers' contribution to health insurance premiums from 2005 to 2015, and a 67% increase in employee deductibles from 2010 to 2015 in the US.
The second pressure is a result of the first - consumers are now more informed. And the third isn't far behind - consumers' expectations are rising.
As I've stated before, the consumer-driven health care train is leaving the station - all aboard!
Rylan Klaseen & Associates
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