Health care consumers face affordability crisis, seeking tech solutions
Nearly 3 in 10 consumers skip, delay or stop care because they can’t afford it.
Nearly 3 in 10 consumers skip, delay or stop care because they can’t afford it, a number that rises higher among Gen Z (39%) and millennials (33%). “The differences in consumer responses among generations, and among all consumers’ ability to pay for health care, are striking,” the survey report said. “We know the medical cost trend is rising to its highest level in years, not good news for the consumers who can’t afford their health care and medications. Now is the time for payers, providers and pharma to ramp up every cost- management strategy and remain relentless in the mission to make health care and medications more affordable.”
Half of consumers aged 55 to 64 prefer doctor visits over virtual visits, compared to one-third of those between ages 25 and 34. Doctors continue to hold a strong trust advantage as the primary source of health information among all consumers. However, a growing number of younger consumers are turning to technology as their first stop when they have health questions. This digital shift signals a future where traditional providers may need to engage differently with patients or risk becoming less relevant as a trusted information source among younger patients.
Two-thirds of consumers don’t seek care until it’s urgent. Gen Z (39%) and millennials (33%) are far more likely to postpone care than baby boomers (18%), perhaps because the older generation has more chronic illness or is more accustomed to interacting with the health care system.
“The opportunity field remains wide open for payers, providers and pharma to engage with consumers through targeted health education and outreach to members and patients, encouraging and incentivizing them to seek preventive care before they become sick,” the report said.
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Eight in 10 of consumers aged 18 to 24 are willing to use generative AI in health care, compared to less than 60% of consumers over age 55. Consumers appear open to letting AI handle a range of routine tasks, such as scheduling appointments, refilling medications and updating contact details. Although 1 in 5 consumers is ready to use GenAI as a doctor’s assistant, others are more reluctant, especially older generations. Considering how many consumers still prefer human interaction through in-person doctor visits over virtual care, the industry’s challenge is to deliver high-tech solutions that can also provide the human touch.
“Success for health plans, providers and pharma hinges on understanding nuanced consumer needs to deliver effective, accessible and patient-centered care,” the report concluded.