Unique Consumer Needs Drive Frustration With Healthcare System
The healthcare market is teeming with new consumer engagement apps and tech tools, so why are consumers still frustrated with healthcare in the United States?
Rob Cavanaugh, president of field operations at Accolade, addressed this question and more in a recent IHC (Institute for HealthCare Consumerism) radio interview.
Cavanaugh shared findings of a new Harris Poll survey of healthcare consumers, which showed that more people are comfortable buying a home or car than navigating medical benefits and healthcare. Less than half of consumers are using the services and tools available to them through their health plan or employer. Eighty percent of consumers say it would be valuable to have a single, trusted source to help them through a thicket of questions that emerge throughout their health care journey.
The segment featuring Cavanaugh beings at the 31-minute mark of the show and ends at 44 minutes.
Following are some highlights:
Each demographic and consumer within that demographic has unique needs
“The survey found that millennials are the largest sector in the workforce, but have the least comfort in navigating the healthcare system of all the life stages. This demographic group is social, they collaborate, they like technology, they’re open to change, but they are still confused and still frustrated in their use of health care.
“Working families had the second lowest ratings of their overall health care experience. This demographic is spending a significant amount of time navigating the health care system for their own children and their parents.
“These findings are important for employers who want to increase employee productivity and improve health and health care. Apps and tech tools are a good start, but they don’t yet know the differences in the way millennials and working families think and the different set of needs that emerge, i.e. ‘What happens after you get that second opinion?’
“Employers should understand the impact of the consumer engagement investments they’re making. I think about this survey as a HR director or CEO and ask: Are we really being honest about all the tools and technology and whether they are working?’”
Innovations in consumer engagement are encouraging, but insufficient
“Employers are spending a lot of money launching programs and different point solutions to help their employees use healthcare effectively, but consumers are getting lost in that focus. Typically a consumer is thrust into healthcare. They’re scared, they’re confused and the last thing they will remember is some mobile app launched six months ago. Consumers have to be guided through that journey.
“You can’t leave it to the consumer to find their way by adding another phone number or adding another mobile app to figure out.”
Context matters
“Accolade was founded on this idea that the best way to help individuals and their families get the best care and avoid mistakes is to design a service around the consumer that helps them navigate their entire health care journey regardless of entry point.
“The level of innovation and technology is certainly going to improve. It’s great to see all the innovations from insurers, hospitals and other providers. At Accolade, we just have a fundamental belief that you’ve got to tie it all together to make it work for the consumer. I want to see more innovation with the consumer at the center of it that follows the consumer all the way through their journey.”
