“Most consumers regard the healthcare system as at least somewhat trustworthy, giving healthcare and insurance providers the opportunity to re-examine the way they connect with patients. Despite digital advances in healthcare, consumers still want a traditional healthcare experience that provides comprehensive health so that they feel empowered and in control of their health and wellness journey.”

–   Dorothy Kotscha, Health Analyst

This report discusses the following key topics:

  • Trust within the healthcare system and how that has changed over the past 12 months
  • What consumers consider to be reliable sources of health-related information and how social media impacts the way consumers digest health and wellness information
  • Where consumers prefer to receive non-emergency care
  • Consumer expectations for the ideal healthcare experience and how that has changed in light of the COVID-19 pandemic
  •  Consumer sentiment toward health and wellness monitoring including interest in technology to monitor health and the concerns that come with increased technological use

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
          • Executive Summary

              • Top takeaways
                • Market overview
                  • Figure 1: Healthcare outlook, 2022-27
                • Opportunities and challenges
                  • Healthcare largely remains an in-person business
                    • Figure 2: Select ideal health experience factors, 2022
                  • Consumers consider trying additional alternative healthcare solutions
                    • Figure 3: Select non-emergency health services usage, 2022
                  • Consumers are listening to more than just their doctor
                    • Figure 4: Credible information sources, 2022
                  • Key consumer insights
                  • Snapshot of US Healthcare

                    • Healthcare spending is expected to remain robust
                      • Figure 5: Total US spending on health care goods and services, at current prices, 2017-27
                    • The majority of consumers rely on employer-provided healthcare coverage
                      • Figure 6: Percent of Americans with specified types of health insurance, 2017-20
                      • Figure 7: ACA enrollment, 2015-20
                  • Market Factors

                    • The Inflation Reduction Act of 2022 ushers in modest healthcare reforms
                      • Economic instability may erode trust in the healthcare system
                        • Supply chain disruptions and increased demand for medication continue to plague healthcare industry
                          • Aging population will put additional strain on the healthcare system
                            • Figure 8: Select non-emergency health services usage (NET), 2022
                          • Retail health locations are rethinking brick-and-mortar strategy
                          • Competitive Strategies and Market Opportunities

                            • Tech partnerships provide a layer of convenience for virtual appointments
                              • Figure 9: Health Tap Instagram post, 2022
                            • Remote work mindset may influence preference for virtual healthcare options
                              • Figure 10: Select Ideal health experience, by work-from-home status 2022
                            • Build relatable engagement on social media platforms
                              • Figure 11: Changes in select healthcare trust, 2022
                            • Consumers expect transparency and official sources of information
                              • Figure 12: Select credible information sources, trended 2020-22
                            • Health brands connect with consumers through podcast series
                              • Figure 13: Pfizer Instagram post, 2021
                          • The Healthcare Consumer – Fast Facts

                            • Medical professionals provide reliable healthcare information
                              • Honesty and expertise are the key to connecting with patients
                                • Focus on optimizing the in-office healthcare experience
                                  • Health monitoring can give patients a greater sense of control over their health
                                  • Trust in Healthcare

                                    • The healthcare system is mostly trustworthy, but there’s room for improvement
                                      • Figure 14: Trust in the healthcare system, 2022
                                    • Connect with women to build trust
                                      • Figure 15: Trust in the healthcare system, by gender, 2022
                                    • Trust comes with age
                                      • Figure 16: Trust in the healthcare system, by generation, 2022
                                    • Hispanic consumers feel disconnected from the healthcare system
                                      • Figure 17: Trust in the healthcare system, by generation, 2022
                                    • Employment situation shapes healthcare perceptions
                                      • Figure 18: Trust in the healthcare system, by employment status, 2022
                                  • Changes in Trust

                                    • Trust in traditional healthcare platforms is strained
                                      • Figure 19: Changes in healthcare trust, 2022
                                    • Social media creators garner more trust among young and middle-aged consumers
                                      • Figure 20: Changes in healthcare trust, social media creators, 2022
                                    • Helping younger consumers navigate nuanced insurance plans will build trust
                                      • Figure 21: Changes in health insurance trust in health insurance providers, by generation, 2022
                                      • Figure 22: Aflac Instagram post 2022
                                  • Credible Information Sources

                                    • Medical professionals are still the go-to for credible health information
                                      • Figure 23: Credible information sources, 2022
                                    • Gen Z finds credibility outside the doctor’s office
                                      • Figure 24: Select credible information sources, Gen Z, 2022
                                      • Figure 25: Betterfly Instagram post, 2022
                                    • Setting matters when connecting with Black consumers
                                      • Figure 26: Select credible information sources, Black consumers, 2022
                                  • Building Trust in Healthcare

                                    • Honesty tops expertise and experience
                                      • Figure 27: Trustworthiness factors, 2022
                                    • Millennials value sustainability, innovation and diversity
                                      • Figure 28: Trustworthiness factors, Millennials, 2022
                                    • Multicultural consumers look for transparency and expertise
                                      • Figure 29: Trustworthiness factors, by race and Hispanic origin, 2022
                                      • Figure 30: Health in Her HUE Instagram post, 2022
                                  • Health Services Usage

                                    • Consumers want to keep healthcare in the exam room, but are interested in bringing it home
                                      • Figure 31: Non-emergency health services usage, 2022
                                    • Usage and interest in mental health services remains high
                                      • Figure 32: Non-emergency mental health services usage, by generation, 2022
                                  • Ideal Healthcare Experience

                                    • Consumers want the basics done well
                                      • Figure 33: Ideal health experience, 2022
                                    • Offer a wider range of appointment options to meet generational preferences
                                      • Figure 34: Select ideal health experience, by generation, 2022
                                    • Black consumers have unique needs for healthcare experiences
                                      • Figure 35: Select ideal health experience, by Black consumers, 2022
                                  • Attitudes toward Health Monitoring

                                    • Consumers want to take control of their health through health monitoring
                                      • Figure 36: Attitudes toward health monitoring, 2022
                                    • Health monitoring sees universal appeal
                                      • Figure 37: Attitudes toward health monitoring, by age, 2022
                                  • Appendix – Data Sources and Abbreviations

                                    • Data sources
                                      • Consumer survey data
                                        • Abbreviations and terms
                                          • Abbreviations
                                          • Appendix – The Market

                                              • Figure 38: Total US spending on health care goods and services, at inflation-adjusted prices, 2017-27
                                              • Figure 39: ACA enrollment, by age, 2016-20
                                              • Figure 40: Percent of Americans who are uninsured, 2017-20
                                              • Figure 41: Number of people enrolled in Original Medicare, by specific type of plan, 2013-20
                                              • Figure 42: Distribution of Medicare enrollees, by age, 2013-20
                                              • Figure 43: Number of people enrolled in Medicare Part D (prescription drug plans), by source of coverage, 2013-20
                                              • Figure 44: Number of people enrolled in Medicare Supplement Insurance (Medigap), 2013-20
                                              • Figure 45: Number enrolled in Medicare hospital/medical plans, by age, 2015-20
                                              • Figure 46: Number of people enrolled in Medicare hospital/medical plans, by type of plan, 2013-20
                                          • Appendix – The Consumer

                                            • Asian consumers see value in health technology
                                                • Figure 47: Select attitudes toward health monitoring, by Asian consumers, 2022
                                              • Health professionals considered most credible sources for health-related information
                                                • Figure 48: TURF Analysis – Credible information sources, 2022
                                              • In-person and convenience part of ideal healthcare scenario
                                                • Figure 49: TURF Analysis – Ideal healthcare experience, 2022
                                                • Figure 50: Table – TURF Analysis – Ideal healthcare experience, 2022
                                              • Methodology

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