NRC Health Examines How COVID-19 Reshaped Healthcare Consumerism in New Report |
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By GLOBE NEWSWIRE |
Wednesday, 13 January 2021 04:00 |
Survey of millions of consumers shows evolving trends in healthcare through ongoing pandemic, from future of care delivery, care deferment to patient-provider relationships LINCOLN, Neb., Jan. 13, 2021 (GLOBE NEWSWIRE) Survey of millions of consumers shows evolving trends in healthcare through ongoing pandemic, from future of care delivery, care deferment to patient-provider relationships LINCOLN, Neb., Jan. 13, 2021 (GLOBE NEWSWIRE) -- NRC Health, the leading provider of in-depth customer intelligence in healthcare, today released its 2021 Healthcare Consumer Trends Report. For its third-annual industry review, NRC Health surveyed millions of healthcare consumers against the backdrop of the ongoing coronavirus pandemic. From declining brand loyalty, increased care deferment, the fast adoption of telehealth, a rise in wearable tech and a broader focus on social media marketing, NRC Health’s latest report shines a light on consumers’ evolving preferences and behaviors related to key healthcare trends and offers insight into how provider organizations can recapture patient volumes in 2021. "It cannot be overstated just how dramatically COVID-19 has accelerated the trajectory of consumerism in healthcare,” said Helen Hrdy, Chief Growth Officer, NRC Health. "The onus falls on healthcare leaders to move the industry forward by ensuring patient safety, building consumer trust and bringing more human understanding into every care experience. Those organizations that are willing and able to evolve with the times will be best-positioned for success in the aftermath of COVID-19." Consumers favor convenience, provider rapport over brand loyalty Ironically, providers themselves are in the best position to earn back consumer trust. An analysis from NRC Health’s Real-time Feedback database shows that consumers report an overwhelming fondness for their providers, especially since the outbreak began. To capitalize on that goodwill and bring patients back into the healthcare fold, all evidence points to convenience. Almost half of consumers say a convenient location is the number one factor in their healthcare decision-making. Patient deferment rates will continue to rise Delaying care can have a number of repercussions, from threatening hospital revenue streams in the near term to causing far more serious outcomes for consumers in the long term. Patients 75 and older accounted for nearly 68% of all care delays, revealing a huge challenge for health systems as they try to recruit this generation back into regular care. Future of care delivery looks uncertain after rapid telehealth adoption Patients and providers still disconnected over digital innovations Wearable tech, for example, has become a huge part of the average consumer’s daily life in regards to how they manage their health and wellness from home. Yet only 50% of providers are asking about wearable tech data during appointments, despite the fact that 57% of consumers believe this data would be useful in conversations with their healthcare providers. Social media is another under-used digital venue for patient interaction. Even though 72% of Americans have some kind of social media profile, many health systems have not yet found an optimal strategy for engagement. And while currently, only 23% of Internet users are actively seeking health information on social media, that number is likely to soon rise as 70% percent of consumers expressed interest in getting healthcare information via social channels. Another 62% said they trust the health information they get on social media, so long as it comes directly from their provider. This was especially true during the worst of the pandemic, when consumers trusted news from local healthcare organizations more than any other sources. “For years, consumers have made consistent appeals for autonomy, convenience, and freedom of choice,” said Hrdy. “As unsettling as it’s been, COVID-19 has brought some of these consumerist-driven measures to the forefront. While healthcare leaders have proven they can be nimble and adaptable, even in the face of crisis, consumers want a partnership with their providers, and a care experience that exceeds their expectations moving forward. But only with the right data, and the right understanding, can we ensure that healthcare is capable of adapting.” The NRC Healthcare Consumer Trends Report is based on the single largest database of healthcare consumers, with more than two million consumer voices from 300,000 American households sourced from more than 580 healthcare organizations across all 50 states. The report is available for download here. About NRC Health For more information, email [email protected], or visit www.nrchealth.com. Press Contact Jennifer Lyle Public Relations for NRC Health [email protected] "Featured Content" profiles are meant to provide awareness of these companies to investors in the small-cap and growth equity community and should not in any way come across as a recommendation to buy, sell or hold these securities. 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