Consumers' health care approaches moving 'back to basics'

A new report finds some some stability returning to the health care industry, but also tracks significant changes in how consumers think about their health.

The report from Monigle finds that while health care engagement is up slightly after a drop in 2021, consumers say they are less likely to try being trend setters by using new approaches to health and wellness. According to the report’s authors, this represents a desire to “get back to the basics,” by consumers.

“With so much continued volatility surrounding life these days, it appears a collective hesitancy has formed, and even traditionally early health care adopters are taking things more slowly,” the report said.

What consumers are looking for

The study noted that year after year, consumers report the top reason they choose a hospital or clinic is their perception of the quality of the personnel at a health facility. “If you focus on only getting one thing right, you’d be wise to make your people your priority,” the report noted.

At the same time, convenience is still a top priority for consumers. And virtual care, though generally considered to be most-used in behavioral health treatments, is continuing to create demand across the board.

“With remote work and virtual care continuing to shake up the way people engage with others—including caregivers—the definition of ‘quick and easy’ has fundamentally changed. In-person care is now viewed as a choice, not an expectation. And while it may still be the preferred channel, alternative options are emerging that are knocking down brick-and- mortar care definitions,” the report said.

The report also put an emphasis on “self-care,” defined as preventive care to stay healthy, and reactive care that uses online resources to diagnose and treat symptoms on one’s own.

Although health care professionals are likely to have reservations about the “doing my own research” mindset, the report notes that a segment of consumers are “fiercely self-reliant” and “confident in their abilities to manage their own health.”

In a sense, this is similar to the goals of consumer-driven health care, a term made popular as high-deductible health plans pushed more decision-making onto consumers. The report noted that 1 in 3 U.S. consumers said they preferred to try self-care first before seeking in-person care from a provider.

“Whole-Health Managers hold off on traditional medicine in favor of self- care and holistic health management through clean eating, exercise, and a variety of therapies and activities that keep their mind, body, and spirit well,” the report said. “They are skeptical of traditional doctors and Rx-centric medicine and typically turn to them only as a last resort.”

Elsewhere in the report, the authors noted that the current interest in inclusion and diversity is also revealing significant health care gaps, and that consumers are becoming more aware of the inequities in health care. It also noted that some communities have fewer resources in the areas of time and money, handicapping their ability to get good care.

Brand awareness and rankings

The study listed its findings on the top health care brands, according to surveys of consumers. For 2022, the top brands were:

1. The Cleveland Clinic
2. The Ohio State University Wexner Medical Center
3. The Christ Hospital
4. UC Davis Health
5. Nebraska Medicine
6. John Hopkins Medicine
7. University of Michigan Health
8. Valley Health System
9. UAB Medicine
10. Baptist Health South Florida

The report concluded by discussing ways for health care organizations to improve or maintain their brands. These included stressing the human element of the organization, investing in attracting and retaining the best people, responding to consumer demands for virtual care and other improvements in access, tracking consumer experience data, and embracing diversity.