Consumers Have Spoken

August 5, 2015 by By InTouch Health

To say that healthcare consumers want convenience is like saying that Californians want rain. But a new Advisory Board survey shows that they don’t just want convenience – they crave it.

The survey found that 56 percent of healthcare consumers would gladly visit a retail clinic for episodic care (flu, cold, etc.) – and 42 percent would welcome an e-visit. In fact, access and convenience blew away every other category in the survey, which explains why the telehealth message is falling on fertile ground these days.

And here’s a big surprise: when it comes to service location, consumers liked the idea of an e-visit even better than going to a retail clinic near their home or workplace.

The survey calls into question many of the branding principles that have guided healthcare for half a century. For some would-be patients, convenience may trump a lofty reputation.

Survey respondents ranked cost as another key attribute. More of them said they’d switch PCPs if the annual cost rose $250, than if the doctor made a medical mistake. That’s likely to send the “patient experience” pundits back to the drawing board.

Here’s another takeaway that’s relevant to telehealth: consumers value convenience over continuity – the ability to see the same doctor on every visit. Seeing the same friendly face is much less important to them than seeing someone with the necessary expertise.

The survey concludes that on-demand care is now the front door to the health system. Fortunately, telehealth is poised and ready for the doorbell to ring.