What drives consumer choice of healthcare companies differs from what drives consumer advocacy.
Marketing Daily, a MediaPost publication, has featured Hero Digital’s Healthcare CX Index in their recent article titled, Big Surprise: ‘Takes My Insurance’ No. 1 Factor For Picking Healthcare.
Written by Les Luchter, this article takes a close look at what matters most to today’s healthcare customers. Check out the full article below.
Millennials are pretty united in why they’d recommend a healthcare company, with a majority—60%—ranking empathy and principles as the top reasons. That’s according to Hero Digital’s just-released Healthcare CX (customer experience) index.
Other demographic groups were found to have different priorities for making recommendations, although not as dominant:
Empowerment and disruption were cited by 30% of Gen Zers, access and ease of use by 30% of Gen Zers, and price and stature by 20% of boomers.
The study also looked at four healthcare subsectors, finding:
- Primary care customers will pay more for customer experiences that make them feel heard and understood.
- Urgent care customers desire in-person services supplemented by digital experiences.
- Specialty care customers look for recommendations from experts.
- Pharmacy customers seek “genuine trust” in their interactions.
The study points out that what drives consumer choice of healthcare companies differs from what drives consumer advocacy. For instance, the top reason for choosing a healthcare company is “Takes my insurance,” a factor that’s nonexistent in the top 10 reasons for recommending a healthcare company (#1 being “Provides high quality care”).
Speaking of “Takes my insurance,” a separate study by the right-wing Pacific Research Institute (PRI) has found 86% of Americans to be satisfied with their current health insurance plans, and only 8% dissatisfied.
Satisfaction levels are largely influenced by employment status, the study found, with 71% of employed people, “who are most likely to have employer-sponsored coverage”—rating their coverage as good. That compares to just 47% of those unemployed—“a plurality of whom (41%) used Medicaid.”
Costs are the main reason for respondents’ dissatisfaction with insurance plans, PRI reported, with 46% of respondents saying premiums are too high, 45% that deductibles are too high, and 39% that co-pays are too high. Other reasons include limited or restricted access to specialists (28%) and too many restrictions for special tests like CT scans and MRIs (26%).
“These results confirm [that] the more Americans learn what single-payer health care would mean for them – higher costs, increased taxes, longer wait times, less access to specialists, reduced availability of care – the more they reject it,” PRI concluded. (That conclusion seems reasonable only if you accept the thesis that single-payer health care would in fact satisfy all these conditions — a thesis that seems dubious to us.)
The Pacific Research Institute study was conducted in August by Echelon Insights, which used a sample of 1,054 voters nationwide who were deemed likely to vote in the 2022 midterm elections.
Hero Digital’s annual CX Index, conducted by Material, surveyed 3,011 people across 52 brands in consumer goods, financial services, wellness, and healthcare. The research was conducted back in August 2021, but the company has been staggering its release of the results category by category.