- Content & compliant, 29% of Americans
- Sick & savvy, 24%
- Online & onboard, 8%
- Shop & cave, 2%
- Out & about, 9%
- Casual & cautious, 28% of the population.
With an eye toward the next Health 2.0 meeting convening in San Diego on 3 March, it’s great to see the category, “online and onboard.” These are the consumer digerati who are health-wired and, as Deloitte puts it, are “demanding enhanced online access to all facets of health care.” But the power of the Internet in health goes beyond these 8% cutting-edgistas; overall, 60% of Americans want online access to doctors, medical records, test results and appointment scheduling. Nearly 1 in 2 people are interested in keeping a personal health record — these tend to be Gen X folks and women. Surprisingly, 1 in 4 people said they’d pay for these kinds of services.
Health Populi’s Hot Points: What’s most exciting about Deloitte’s findings is that a majority of consumers are looking for better service, personalization, and tools to make their health care experience ‘their’ health care experience. 78% of Americans want to customize their health insurance. People are looking to health plans to help them support clinical decision making, and they’re looking for custom-fit services — not just a package at a set price, but value for a price. And that value will be determined by the consumer him/herself. Some 12% of consumer said they’d even be willing to pay something out-of-pocket to access health management tools.
There’s a phrase used in social media circles that describes consumers as, “We the People, Formerly Known as the Audience.” Now, in the context of the Deloitte study, consider: “We, the People, Formerly Known as Patients.” They’re more than ‘health can consumers,’ and we must understand them in a context beyond what’s come to be thought of as “consumer-driven health care.” The health consumer v2.0 will co-create, along with other aspects of her life, her health plan, her health services, and…her health.