Consumer insights that drive patient loyalty
Healthcare consumer market research
What consumers want from their healthcare experience is in transition. Emerging technologies and tools like artificial intelligence (AI), automation, and advanced analytics are redefining what’s possible, leaving some consumers eager for innovation and others favoring traditional care approaches.
Huron’s longitudinal research tracks evolving consumer preferences and identifies the latest consumerism trends influencing healthcare. Market insights surface opportunities for health systems to improve care quality, increase patient loyalty, and strategically integrate digital tools and technology to elevate the consumer experience.
Explore the insights below ↓
Consumers value quality and affordability
Consumers rate high-quality care and affordability as most important to their healthcare experience.
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While consumers indicate that high costs are the greatest barrier to accessing healthcare, 32% are willing to pay more for exceptional quality of care and outcomes.
For 30%, affordability, including reasonably priced services and transparent billing, is most important to their healthcare experience.
49% identify high-quality care, including effective treatments, access to skilled professionals, and positive outcomes, as most important to their healthcare experience.
Consumers are evaluating care and providers differently, challenging healthcare organizations to formulate customized strategies across the care continuum to keep patients within their network.
The ideal healthcare experience, defined by consumers
What’s important to consumers:
Click to learn more
Personalization
Convenience
60%
an attentive care provider who knows me and my medical history
54%
in-person interaction with a care provider
52%
individualized treatment plans tailored to my needs
47%
being actively involved in decisions and my care planning
36%
ongoing monitoring and adjustment of treatment plans based on feedback
64%
convenient location
63%
short wait time to see a provider (e.g., same or next day appointments)
55%
on-site diagnostic services (e.g., lab, imaging)
52%
coordinated care among providers and specialists
48%
self-service tools to manage my healthcare
In addition to quality and affordability, convenience and personalization are key drivers of consumer choice and perception of their healthcare.
of healthcare consumers are satisfied with the care they received in the last 12 months.
75%
The shifting role of digital tools and services in patient care
The interplay of in-person and virtual care remains complex. While 70% of consumers say they prefer to receive care in person, 84% cite virtual care offerings as important.
Overall, healthcare consumers’ comfort with technology and digital preferences varies, but adoption continues to increase.
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Data and disease prediction
Artificial intelligence (AI)
Consumers are interested in leveraging AI systems for medical advice and recommendations, but hesitation remains.
Would you be interested in AI-powered chatbots to receive immediate, 24/7 medical advice?
Would you be comfortable with AI analyzing your health data to provide personalized treatment plans?
Yes, I would be interested and comfortable
Yes, I would be interested but have some hesitation
No, I would prefer speaking with a healthcare professional
I'm unsure
Very/somewhat comfortable
Very/somewhat uncomfortable
Neutral
12%
28%
24%
36%
21%
44%
35%
Nearly half of consumers report using apps at least once a week to manage their health and wellness.
Digital apps and devices
Top 5 digital apps and devices used:
Online portals or mobile apps for scheduling appointments and accessing medical records - 44%
Apps for tracking fitness and exercise -
41%
Wearable devices that track fitness or excercise -
35%
Text with physician offices to manage appointments -
28%
Telehealth or virtual visit services -
28%
Consumers are more open to sharing their physical health information with providers, including medical history, test results, and biometric data, for lower cost of care and better health outcomes. Willingness to share data dramatically declines for mental health, genetic, lifestyle, and behavioral information.
As more consumers show interest in sharing personal data to predict health conditions, data privacy and security and clear communication on how patient data will be used are needed to obtain essential information to improve disease prediction accuracy.
Data and disease prediction
Consumer interest in using personal data to predict risk for:
Heart/cardiovascular conditions
Diabetes
Breathing/respiratory conditions
Brain/neurological conditions
Joint/orthopedic conditions
Behavioral health, including anxiety and depression
Understanding the modern healthcare consumer
Consumer trends provide a pulse on how healthcare consumption is changing. Personalizing healthcare experiences to meet the needs of your consumers starts with understanding the nuances that influence their choices, perceptions, and loyalty.
From Huron’s survey, six consumer segments emerge, revealing distinct differences in attitudes, preferences, and digital aptitude.
Click to explore consumer segments
Traditional and
affordable
Life-long relationships
Self-advocacy
Affordable access
Personalized options
High-tech and holistic
Self-advocacy
I’m seeking a healthcare experience where I’m actively involved in care decisions and have open communication with my provider.
I engage with health services 1x/month.
Traditional and affordable
I’m seeking an in-person healthcare experience that is quick and easy with minimal use of technology.
I engage with health services 1x/year.
Slightly digital
Life-long relationships
I’m seeking a consistent healthcare experience built on relationships with providers whom I know and trust.
I engage with health services 2-3x/year.
Affordable access
I’m seeking an affordable and convenient healthcare experience with access to a diverse mix of providers and specialists.
I engage with health services 2-3x/month.
Personalized options
I’m seeking a personalized healthcare experience that allows me to choose my preferred care options.
I engage with health services 2-3x/month.
High-tech and holistic
I’m seeking a digital-first healthcare experience where I can use digital apps to manage my health daily.
I engage with health services 1x/week.
of consumers experience anxiety when visiting a healthcare provider, primarily driven by fear of bad news and affordability concerns.
70%
Cost tops care access challenges
Consumers identify several obstacles to accessing quality care. These barriers contribute to health inequities, hinder growth potential, and incentivize patients to seek care outside your network.
Greatest barriers to care:
Difficulty finding high-quality healthcare providers
Long wait times for appointments
Limited availability of appointment times that fit my schedule
High healthcare costs and out-of-pocket expenses
Fear or anxiety about seeking medical care
3 ways to influence the consumer experience and build loyalty
By understanding how consumer trends are shifting and using insights specific to the populations they serve, healthcare leaders can build personalized care pathways and strengthen connections that generate loyalty and attract new patients.
Three actions organizations can implement today:
Click to explore
02
03
Create relevant, timely communications
With cost surfacing as the greatest barrier to care and a primary source of patient anxiety, upfront communication about the cost of services and patient financial planning resources are needed to eliminate access barriers and improve the patient financial experience.
Understanding communication preferences and engaging with consumers on their preferred channels can boost patient engagement, reduce anxiety, and improve the patient-provider relationship.
Leaders are investing in customer relationship management (CRM) platforms and emerging technologies such as AI and automation to personalize communication, improve the visibility of consumer touchpoints, and reduce manual effort.
Provide easier access to care
Nearly half of consumers rely on referrals from primary care physicians and healthcare professionals when choosing where to go next for care, followed by recommendations from friends or family (31%) and online reviews and ratings from other patients (26%).
Healthcare organizations can provide a more seamless experience by strengthening relationships with in-network providers, prioritizing self-service digital tools to guide consumers’ care decisions, and using data to strengthen physician referral management programs, which drive patient retention and volume.
Balance digital investments
Virtual care and digital tools are becoming increasingly influential in consumers’ healthcare choices. Nearly 60% of consumers surveyed were classified as moderately or hyper-digital based on their usage and preferences for digital tools and services.
In other research from Huron, healthcare leaders indicate digital apps and health tools for consumers are core to their digital transformation strategies. Investments should be analyzed to ensure they match the demands of an organization’s consumer base while keeping emerging preferences in mind.
Talk to an expert
Connect with a Huron expert today to evolve your healthcare consumer strategy and put what’s possible into practice.
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WHO WE SURVEYED
57%
52%
49%
49%
48%
43%
3,000
U.S. healthcare consumers
Moderately digital
Hyper digital
Moderately digital
Moderately digital
Slightly digital
01
Artificial intelligence (AI)
Digital apps and devices
61%
Cancer
Artificial intelligence (AI)
Data and disease prediction
Slightly digital
Moderately digital
Hyper digital
of consumers experience anxiety when visiting a healthcare provider, primarily driven by fear of bad news and affordability concerns.
70%
Self-advocacy
I’m seeking a healthcare experience where I’m actively involved in care decisions and have open communication with my provider.
I engage with health services 1x/month.
Moderately digital
Self-advocacy
Traditional and affordable
I’m seeking an in-person healthcare experience that is quick and easy with minimal use of technology.
I engage with health services 1x/year.
Slightly digital
Traditional and
affordable
High-tech and holistic
I’m seeking a digital-first healthcare experience where I can use digital apps to manage my health daily.
I engage with health services 1x/week.
Hyper digital
High-tech and holistic
Personalized options
I’m seeking a personalized healthcare experience that allows me to choose my preferred care options.
I engage with health services 2-3x/month.
Moderately digital
Personalized options
Affordable access
I’m seeking an affordable and convenient healthcare experience with access to a diverse mix of providers and specialists.
I engage with health services 2-3x/month.
Moderately digital
Affordable access
Life-long relationships
I’m seeking a consistent healthcare experience built on relationships with providers whom I know and trust.
I engage with health services 2-3x/year.
Slightly digital
Life-long relationships
Slightly digital
Moderately digital
Hyper digital
Click to explore consumer segments
From Huron’s survey, six consumer segments emerge, revealing distinct differences in attitudes, preferences, and digital aptitude.
Consumer trends provide a pulse on how healthcare consumption is changing. Personalizing healthcare experiences to meet the needs of your consumers starts with understanding the nuances that influence their choices, perceptions, and loyalty.
Understanding the modern healthcare consumer
Personalization
Convenience
60%
an attentive care provider who knows me and my medical history
54%
in-person interaction with a care provider
52%
individualized treatment plans tailored to my needs
47%
being actively involved in decisions and my care planning
36%
ongoing monitoring and adjustment of treatment plans based on feedback
64%
convenient location
63%
short wait time to see a provider (e.g., same or next day appointments)
55%
on-site diagnostic services (e.g., lab, imaging)
52%
coordinated care among providers and specialists
48%
self-service tools to manage my healthcare
What’s important to consumers:
of healthcare consumers are satisfied with the care they received in the last 12 months.
75%
Click to learn more
The ideal healthcare experience, defined by consumers
In addition to quality and affordability, convenience and personalization are key drivers of consumer choice and perception of their healthcare.
Nearly half of consumers report using apps at least once a week to manage their health and wellness.
Top 5 digital apps and devices used:
Digital apps and devices
Online portals or mobile apps for scheduling appointments and accessing medical records - 44%
Apps for tracking fitness and exercise - 41%
Wearable devices that track fitness or excercise - 35%
Text with physician offices to manage appointments - 28%
Telehealth or virtual visit services - 28%