Published Wednesday, Jan 24, 2018
New Research Reveals How Consumers, Namely Millennials and Parents, Choose Healthcare Providers
LIVONIA, Mich., Jan. 24, 2018: Valassis, a leader in activating consumers through intelligent media delivery, today released its Dynamic Healthcare Consumer findings, examining factors that influence how consumers select healthcare providers. Derived from over 1,300 respondents, the study reveals one-third of all consumers are “in the market” for a new healthcare provider, with this number substantially higher among millennials (56 percent) and parents (57 percent).
In today’s competitive landscape, customer retention is a priority, but also a challenge for marketers – with patients willing to switch for a variety of reasons. This consumer-driven challenge is more widely discussed in retail and grocery but also holds true in healthcare. Valassis’ research reveals that among those in the market for a new healthcare provider, 52 percent of millennials and 49 percent of parents could be persuaded to switch providers if an alternative was less expensive. Additionally, 55 percent of millennials and 51 percent of parents looking for a new provider would consider changing doctors or care centers if better service was offered.
Overall, the top three reasons healthcare consumers are looking to make a switch is due to relocation (27 percent); a change in insurance (23 percent); and dissatisfaction with their current provider (23 percent). Seeing advertising for a different doctor or center can also have an impact, influencing 17 percent of these consumers (and 27 percent of parents).
“Consumers are in control of how and what they purchase, and increasingly, the entire buying experience,” said Curtis Tingle, Chief Marketing Officer, Valassis. “We’ve seen this in the retail world – and the same applies in the healthcare environment. Healthcare providers need to identify new and innovative ways to compete, as customer loyalty can be unpredictable. To acquire and retain patients, providers must listen to what matters most to their target audiences – whether it’s price, convenience or services.”
Additional takeaways include: