TODAY’S CONSUMERS REVEAL THE FUTURE OF HEALTHCARE - Accenture | New … · 2019-05-07 · THE NEW HEALTHCARE CONSUMER IS HERE Q: Which of the following apply to you? Source: Accenture

REVEAL THE FUTURE OF HEALTHCARE

TODAY’S CONSUMERS

Accenture 2019 Digital Health Consumer Survey –Australia Results

Healthcare consumers’ expectations for convenience, affordability and quality are redefining how they engage at each stage of care.

Younger consumers are not satisfied with healthcare’s status quo, and consumers of all generations are searching for non-traditional services.

The providers and payers who heed the shifts and deliver what patients are looking for will be the ones to earn loyalty, navigate disruption and stake out a strong position as healthcare consumerism accelerates.

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Traditional healthcare refersto established types of service delivery—i.e., doctors and other professionals in hospitals, clinics, medical centres or doctors’ surgeries.

Non-traditional healthcare refers to other, emerging types of service delivery—i.e., walk-in or retail clinics, outpatient/day surgery hospitals, virtual health (via the phone, on video or apps), on-demand services or digital therapeutics.

Source: Accenture 2019

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Figure 1. Who has a GP?

THE NEW HEALTHCARE CONSUMER IS HERE

Source: Accenture 2019Q: Which of the following apply to you?

I have a primary care physician (PCP)/GP/doctor (i.e., a doctor I return to for regular check-ups or whenever I need basic medical care)

92%Silent Generation (born 1928 to 1945)

92%Baby Boomers (born 1946 to 1964)

85%Gen Xers (born 1965 to 1980)

69%Millennials (born 1981 to 1996)Gen Z (born 1997 onward)

I would like to have a primary care physician (PCP)/GP/doctor but have not found one that meets my needs (e.g., affordability, convenience)

2%Silent Generation (born 1928 to 1945)

1%Baby Boomers (born 1946 to 1964)

6%Gen Xers (born 1965 to 1980)

10%Millennials (born 1981 to 1996)Gen Z (born 1997 onward)

Younger consumers are least likely to have a general practitioner (GP)

Younger consumers (millennials and Gen Z) are less likely than older consumers to have a GP—but consumers of all ages in Australia are more likely than those in other countries to have a regular doctor.

While younger consumers may be less likely to have a GP because they tend to need medical care less frequently, roughly 10 percent of millennial/Gen Z consumers say they would like a GP but have not yet found one that meets their needs (vs. 1 percent of older consumers).

With millennials and Gen Zers making up a majority of the population and projected to grow even more in the next ten years, younger generations hold the most power to influence future healthcare models.

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Q: Thinking about the traditional healthcare services you have used, how satisfied are you with the quality of those services? “Very dissatisfied” and “Dissatisfied” responses Source: Accenture 2019

Figure 2. Younger generations are more dissatisfied with some aspects of traditional care

Younger consumers in Australia are more dissatisfied with many aspects of traditional venuesYounger consumers—Gen Z and millennials—are more likely to be dissatisfied with some aspects of traditional care, including waiting time, cost, convenience and effectiveness. As these younger generations age and have greater healthcare needs, they will increasingly look for services to satisfy their expectations for healthcare delivery.

Effectiveness of the treatment

Waiting time and speed of appointment

Convenience of the location or channel

Cost of the treatment

Efficient operations (e.g. e-billing)

Convenience of the appointment times

8%

10%

19%

22%

3%

8%

12%

17%

1%

3%

7%

13%

2%

3%

6%

10%

1%

2%

5%

13%

2%

4%

8%14%

Gen XersGen Z/Millennials Baby Boomers Silent Generation

Convenience is a top factor influencing care choices

5

Convenience and low out-of-pocket cost are the top factors influencing care choices in Australia. Short wait times to secure an appointment and on the day of the visit are also important.

Q: Which of the following factors most influence your decisions about when and where to seek medical treatment or services? Rank 1 + Rank 2 responses

EVOLVING PREFERENCES ACROSS ALL AGESSHOW A NEED FOR TRANSFORMATION

Source: Accenture 2019

15% 15%

Convenient location

Short waiting times to secure an appointment

Short waiting times on the day of visit

Convenient scheduling options

Comfort level with/understanding of the

medical service or treatment

Low cost to me

Figure 3. Consumers make decisions about when and where to seek medical treatment based on convenience

31% 28% 18%

16%

6Q: How important are the following factors in determining your satisfaction with the healthcare services you receive? “Critically important” and “Very important” responses Source: Accenture 2019

Figure 4. Satisfaction hinges on:

Transparency about care

(e.g., what test will be conducted, and

why)

Transparency about cost to me(e.g., my cost is

known beforehand)

Cost to me of the treatment/

Whether the treatment is covered by insurance

Convenience of the appointment

times

Convenience of the location or

channel

Waiting time and speed of

appointment

Efficient operations

(e.g., e-billing)

Responsiveness to follow-up

questions outside the appointment

(via email or phone)

Whether or not the doctor prescribes

medication I expect or request

69% 66% 63%58% 56% 53% 51% 50%

44%

Transparency, cost and convenience deliver satisfactionTransparency is important to healthcare consumers across generations, followed by cost and convenience.

7Q: Thinking about the healthcare services you have used, how satisfied are you with the quality of those services? “Very satisfied” and “Extremely satisfied” responses Source: Accenture 2019

Non-traditional

TraditionalFigure 5. Satisfaction levels of those “very satisfied” and “extremely satisfied” are close across traditional and non-traditional care

Effectiveness of the treatment

59%51%

Convenience of the location or channel

60%47%

Convenience of the appointment

times

56%46%

Efficient operations

59%50%

Cost of treatment

53%45%

Transparency about cost to me

57%50%

Whether or not the doctor prescribes

medication I expect or request

61%48%

Transparency about care

61%51%

Australian consumers are still more satisfied with traditional channels—but newer methods are gaining ground.Non-traditional channels are catching up in many areas.. Patients still believe the quality of traditional care is superior, but not by a wide margin.

When thinking about non-traditional healthcare services, about half of patients are not just satisfied but “very” or “extremely” satisfied with the level of effectiveness, efficiency, and transparency of those services.

Expectations for digital capabilities are on the rise in Australia

8Q: If you were choosing a new or adding an additional medical provider, would being able to use the following electronic capabilities increase your likelihood of choosing that provider? “More likely” responses

Digital capabilities—from requesting prescription refills to booking appointments—increasingly influence who these patients choose for a provider. For instance, in 2019, 69 percent are more likely to choose a provider who offers reminders for follow-up care via email or text, compared with 58 percent in 2016. Nearly half (45 percent) are more likely to choose a provider who offers communication through video conferencing (vs. 27 percent in 2016).

Source: Accenture 2019

Figure 6. Consumers increasingly will choose medical providers who offer digital capabilities

20192016Receive reminders, via email or text

message, when it is time for preventive or follow-up care

58%69%

20192016Book/change/cancel appointments online

55%68%

20192016Use remote or telemonitoring devices to monitor and record

your own health indicators

34%52%

Communicate with your provider through

secure email

20192016

46%63%

20192016Communicate with your provider through video

conferencing

27%45%

20192016Request prescription refills electronically

68% 74%

9Source: Accenture 2019

Q: If you were choosing a new or adding an additional medical provider, would being able to use the following electronic capabilities increase your likelihood of choosing that provider? “Much more likely” and “Somewhat more likely” responses only

Figure 7. More than other generations, digital capabilities influence whether younger consumers choose medical providers

Book, change, or cancel appointments online

Easy access to my test results (e.g., mobile or online)

Online access to my electronic medical records

Request prescription refills electronically

Receive reminders via email or text message, when it is time for preventive or follow-up care

Use remote or tele-monitoring devices to monitor and record your own health indicators

66%

63%

73%

84%

64%

61%

66%

82%

58%

53%

64%

77%

70%

71%

73%

81%

54%

55%

71%

84%

32%

38%

54%

71%

Younger consumers aremore likely to choose medical providers with digital capabilitiesCompared with older generations, younger consumers (Gen Z and millennials) are more likely to choose medical providers who offer digital capabilities such as accessing test results electronically, receiving reminders electronically or making appointments online.

Gen XersGen Z/Millennials Baby Boomers Silent Generation

10Q: Which of the following services have you used (in primary, specialist and/or mental care)?

CARE BEYOND THE DOCTOR’S PRACTICE IS GAINING GROUND

Source: Accenture 2019

Non-traditional services are gaining popularityNon-traditional care delivery services are making rapid inroads. Outpatient/day surgery hospitals are popular (57 percent) and about one-fifth (21 percent) of respondents in Australia say they have used some form of virtual care (an increase from 12 percent in 2018). Many of those who have not used non-traditional care delivery services would be willing to do so—for example, 62 percent say they would use virtual care or digital therapeutics.

Outpatient/Day surgery

hospitals

Walk-in or retail

clinic

Virtual care/ digital

therapeutics

On-demand healthcare

service

Figure 8. Many are using non-traditional healthcare services

21%

57%

40%

23%

11Source: Accenture 2019Q: Which services would you seek out at the following providers? (Non-traditional includes virtual care, on-demand care and clinics.)

Figure 9. For certain services or ailments, consumers are also seeking out non-traditional care

Non-traditional

Traditional

Cold/virus treatment

62%47%

Major surgery(e.g., appendectomy)

63%49%

Minor surgery(e.g., tonsillectomy, biopsy)

63%51%

Checking vital signs

67%44%

Addiction treatment

67%43%

Routine therapy/Mental health

70%41%

Consumers are integrating non-traditional services into their healthcare routines

Traditional methods are still preferred, but non-traditional services are making substantial gains in many areas, including cold and virus treatment and certain surgeries.

12Q: Which services would you seek out at the following healthcare providers? Answers for virtual care only

Interest in virtual care is higher among consumers with more complex needsVirtual care has become an appealing channel for consumers with more complex needs. For example, they would seek out routine therapy/mental health treatment (21 percent compared with 16 percent of other consumers), addiction treatment (21 percent compared with 17 percent of other consumers) and sexually transmitted disease screenings/treatment (20 percent compared with 11 percent of other consumers).

Figure 10. Consumers with complex needs seek out virtual care more often than others

I have major health issues that affect my daily life

All others (I have some health issues, few health issues or only minor, routine health issues)

17%21%Addiction treatment

(e.g., tobacco, opioids)

11%20%Sexually transmitted disease (STD)

screenings and treatment

11%15%Reproductive health

(e.g., birth control exams)

16%21%Routine therapy/

mental health

13%18%Dermatology

11%17%Routine cancer screenings

Source: Accenture 2019

Pharmacy walk-in clinics are making strides

13Source: Accenture 2019

40%

Note: Pharmacy walk-in clinics were identified as “retail/walk-in clinics” in the global survey.

40 percent of consumers have used a walk-in or retail clinic for different purposes. Yet, Australians still prefer traditional service delivery for many purposes, including imaging and

pathology (35 percent vs. 74 percent who would use traditional channels), flu shots (31 percent vs. 74 percent) and cold/virus treatment (29 percent vs. 62 percent). Roughly one-fifth of consumers would visit a walk-in clinic for minor surgery (23 percent) or major surgery (20 percent).

14Source: Accenture 2019

With consumer preferences and behaviours changing all the time, providers and payers must stay one step ahead of the shifts.

HEALTHCARE “IN THE NEW”

NEW CONSUMERS. Healthcare consumers of all generations are more open to non-traditional services. Younger consumers are less satisfied with some aspects of traditional care models.

NEW DEMANDS. People of all ages expect transparent, convenient and high-quality care. They also expect digital capabilities.

NEW MODELS. Non-traditional care delivered via walk-in or pharmacy retail clinics and virtually is becoming increasingly popular.

NEW OPPORTUNITIES. As more patients use and are satisfied with non-traditional care settings, payers and providers must adapt and consider greater use of digital capabilities, self-service options and more convenient physical locations.

Accenture commissioned a seven-country survey of 7,993 consumers aged 18+ to assess their attitudes toward traditional and non-traditional healthcare service delivery, including walk-in or retail clinics, virtual health, on-demand services and digital therapeutics. It is the latest in a series of annual health technology surveys tracking the perspectives of consumers, with a particular focus this year on responsibility for health and wellness, healthcare service delivery and digital healthcare data. The online survey included consumers across seven countries: Australia (1,036), England (1,014), Finland (853), Norway (812), Singapore (925), Spain (1,015) and the United States (2,338). The survey was conducted by Oxford Economics on behalf of Accenture between November and December 2018. Where relevant, the survey uses select findings from the Accenture 2016 Consumer Survey on Patient Engagement and the Accenture 2018 Consumer Survey on Digital Health.

Accenture 2019 Digital Health Consumer Survey

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Leigh DonoghueManaging Director Health [email protected]

Ian ManovelInnovation PrincipalDirector Health, [email protected]