Bridget Seay
The surge in healthcare consumerism is empowering patients with more autonomy and choices than ever when it comes to “shopping around for care.” In fact, industry research shows approximately 30% of patients switched providers in 2021, underscoring a significant trend: individuals — particularly younger generations like Gen Z and millennials — are seeking providers who align with their evolving preferences and needs. As such, the first interaction between patients and providers has transformed into a type of ‘interview’ for both parties. The hope of clinicians is to make meaningful progress in responding to the rapidly evolving experience expectations of patients, while the hope for patients is to find a provider that meets their criteria. This shift necessitates that providers not only deliver excellent care but also demonstrate that they are the right fit for a patient’s unique expectations and lifestyle.
So, what are patients looking for?
According to industry data, convenience, accessibility, and cost rank among the top considerations for healthcare consumers when selecting their primary care provider, with an overwhelming 92% of respondents emphasizing the importance of convenience. Younger healthcare consumers, for instance, are nearly six times more likely to switch providers than older people are, citing ease of navigation factors as the reason for leaving. These factors include difficulties in doing business, bad experiences, and inadequate digital service and support solutions. Moreover, patients express a desire for more meaningful and engaging relationships with healthcare providers, seeking professionals who understand and address their holistic health goals.
As patients increasingly seek convenience and thoughtful guidance in their interactions with healthcare professionals, providers face the challenge of creating a patient-centered experience that prioritizes individual needs, values, and preferences. The question becomes: how can providers navigate this challenge and maintain successful relationships with their patients? This is where point-of-care technology plays a crucial role in effectively meeting these evolving demands.
The role of mobile technology
Patients often come to appointments with a list of specific concerns they want to address in a single visit. To manage this effectively, providers need adequate time and resources at their disposal. Traditionally in healthcare, the typical doctor’s appointment lasts only about 15-17 minutes, during which patients present their list of questions and providers quickly work to provide answers, all while assessing the patient’s holistic wellbeing. Additionally, given the rapid pace of medical advancements, where the amount of medical knowledge is said to double every 73 days, it has become increasingly challenging for physicians to stay updated with the latest findings and guidelines that could benefit their patients.
In these scenarios, leveraging point-of-care insights through mobile technology becomes critical, as it allows physicians to provide fast and accurate medical information pertinent to the patient’s questions. This not only streamlines the consultation process, but also eliminates the need to comb through countless online sources to locate the select few that offer the most comprehensible, reliable, evidence-based medical information.
Medical reference apps, for instance, offer comprehensive data that can support a physician during a visit, including drug look-up capabilities, the ability to access information on comorbidities, holistic care, and non-pharmaceutical alternatives. Patients today are seeking advice not only on medications but also on supplemental treatments, such as cancer therapies, vitamins to support overall health, and new treatments being touted on social media and the television. Addressing these needs holistically supports the ‘interview’ aspect of patient encounters, as doctors are often expected to answer a wide range of questions across topic areas, especially for younger generations.
Adapting to the influence of social media
In today’s digital age, providers are fielding questions that often may feel ‘out of the blue’ as consumers heavily rely on online resources and social media for healthcare information and support. In fact, one-third of Gen Z healthcare consumers consult TikTok for health advice and another 44% turn to YouTube before turning to their doctor. Whether they’re seeking insights into specific conditions, exploring treatment options, or simply seeking solace in connecting with others who share similar health experiences, individuals are leveraging social media as a go-to resource for health-related information. This trend, especially among younger demographics who spend ample time on social media, highlights a growing need for accurate information amidst a sea of online content.
For healthcare providers, navigating this digital landscape is a double-edged sword. On the one hand, social media presents a challenge – ensuring patients don’t get misled by misinformation. However, it also presents a unique opportunity: by embracing social media, providers can bridge the information gap and directly engage with patients. Platforms like social networking sites and blogs become powerful tools for patient education. Social media also fosters two-way communication, allowing providers to address questions and concerns in real-time.
This digital shift requires adaptable communication strategies. Through leveraging these platforms for patient education and engagement, healthcare providers can help to empower patients, build trust, and ultimately enhance health outcomes. Additionally, social media offers providers the ability to develop professional networks, stay updated on advancements, and motivate patients, all while providing valuable health information to their communities.
Enhancing patient relationship strategies
To adapt their patient relationship strategy amidst the competition for patient attention in today’s consumer-driven healthcare landscape, providers must deliver convenient and personalized healthcare experiences, considering key factors including:
- Leveraging point-of-care technology: Equip healthcare professionals with point-of-care tools like medical reference apps. Such technology offers real-time access to accurate medical information, allowing for more informed decisions at the point of care and ultimately enhancing the quality-of-care delivery.
- Understanding the digital landscape: With the shift to digital-forward markets, providers need to recognize that patient interactions and engagements increasingly occur in digital spaces. This means being present and active on platforms where patients seek health information and support.
- Engaging empowered patients: With the rise of empowered patients who take an active role in their healthcare decisions, providers must adapt their approach to patient engagement. This includes providing clear information, involving patients in decision-making, and prioritizing patient experiences throughout their healthcare journey.
By incorporating these insights into their patient relationship strategies, healthcare providers can adapt to the evolving healthcare landscape and effectively recruit and retain patients in an increasingly competitive and consumer-driven market.
A successful future
Navigating today’s highly competitive healthcare landscape is essential for fostering and sustaining patient loyalty. Providers who demonstrate a deep understanding of the needs and preferences of today’s healthcare consumers, addressing their challenges, and providing options, convenience, and empowerment will not only enhance their competitiveness but also position themselves for significant growth. Acing the patient ‘interview’ will result in stronger patient engagement, enhanced patient loyalty, and improved patient satisfaction.
Photo: filo, Getty Images
Bridget Seay is executive director of customer experience & commercial consulting at epocrates. In her role, she leads the solutions design and account management functions and focuses on epocrates’ evolution to a customer success organization. An industry veteran of nearly 20 years, she joined epocrates from Wiley, a global leader in research and education, where she led strategic growth, development, and product lifecycle of the Corporate Partner Solutions advertising portfolio and its evolving Partner Solutions customer base.
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