2021 State of Consumerism in Healthcare Survey [New Research]
By Ryan Lewis
Today’s health systems are still recovering from one of the most shocking and stressful years of our time. And yet, even as they work tirelessly to adjust to this new landscape, the need to transform to keep consumers at the center of their focus remains a top priority. In fact, according to new research from the sixth annual Kaufman Hall State of Consumerism in Healthcare Survey, the future of their business depends on it.
The good news? This may be the best time to think bigger and reimagine the way health care is delivered.
“The pandemic really upended our plans, which is actually a good thing. We weren’t bold enough in our thinking.” - Healthcare Executive & Kaufman Hall Survey Respondent
Transforming disruption into an opportunity
To keep up with tech-savvy competitors and an accelerated pace of change, hospitals and health systems must be prepared to deliver care when, where, and how consumers want to receive it. According to this latest research from Kaufman Hall, healthcare executives are well aware of the need for a shift towards consumer-focused delivery:
Two-thirds of healthcare executives are somewhat or moderately concerned about the long-term volume impact from COVID-19.
Two-thirds of respondents consider redesigning and expanding digital capabilities and how care is delivered to be a high priority.
Here’s the problem—while many health systems recognize the need for delivery system redesign and expanded access to consumer-friendly care, very few are successfully executing the initiative. It’s understandable—today’s health systems are exhausted after adapting to the disruption of the pandemic. They need a way to regain momentum towards proactive change, stay laser-focused on core competencies, and meet the changing needs of healthcare consumers.
Enter partnerships with consumer-friendly third parties
According to Kaufman Hall, health systems seeking to thrive in the future must be “prepared to deliver care when, where, and how consumers want to receive it.” They believe the solution lies in adopting a “best of breed” approach to care delivery, turning towards specialized partners to deliver “high touch” outpatient services to increase efficiency and enhance consumer experiences.
The research makes clear that care at home is continuing to gain momentum, and that health systems must be ready to deliver care outside traditional settings. In fact, according to the study, “the future will be won or lost outside the hospital setting” for four important reasons:
1) Consumers expect it
2) Disruptors provide it
3) Payers steer toward it
4) CMS mandates it
Consumers want their healthcare to be delivered in ways that are most convenient to them with the same digital capabilities they’re accustomed to in other areas of their lives. The most innovative and disruptive health systems are leaning on best-in-class partnerships to deliver care more efficiently while expanding geographic reach. According to Kaufman and Hall:
88% of health organizations are planning for incremental improvements or are proactively shifting towards innovative and consumer-friendly care models.
40% consider partnering with outside organizations to redesign routine care delivery to be a high priority.
The key takeaway
We are at a critical point in the healthcare industry where most care providers acknowledge the need to provide innovative care delivery options, but only a finite number of providers are executing. This is your time to decide—will you lead or follow?