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As healthcare organizations look to the future, they cannot overlook the need to place the consumer at the center of all they do. Only by improving care outcomes and consumer experience will they deliver financial returns and remain competitive while meeting consumers’ holistic health and wellness needs.
Consumers are more motivated than ever to choose healthcare options that offer a better experience, higher quality of care, and greater value. As the shift to consumerism continues, organizations that embrace it most successfully will emerge as leaders of the healthcare ecosystem. In the near term—beyond benefits to consumer experience and care—developing a distinctive consumer experience could translate to financial gains through increased acquisition, retention, and share of engagement; reduced administrative costs; and improved Consumer Assessment of Healthcare Providers and Systems (CAHPS)1Based on the 2021 McKinsey Provider CX Survey. Members were three to five times more likely to follow care recommendations and five to six times more likely to use other services from the same provider when highly satisfied. and Medicare Advantage Star ratings.2Based on the 2022 McKinsey CX Payer Journey Pulse Survey. Highly satisfied members were ten times more likely than unsatisfied members to recommend their payer to a friend, and satisfied members were five times more likely to renew coverage. Highly satisfied members were also 40 percentage points more likely to engage via a payer’s app or website than they were to engage over the phone.
In this article, we explore the latest trends in consumer healthcare behavior, consider responses, and identify steps leaders can take to define a consumer-led strategy. We include excerpts from interviews with three senior advisers to McKinsey3McKinsey senior advisers are engaged on a consultative basis and are not employed by the company. who have extensive experience executing consumer-centric strategies in retail and other industries.
Three trends can inform healthcare consumer strategy
Healthcare leaders do not have to fly blind as they devise strategies to improve the consumer experience along the care continuum. Three trends help point the way.
Trend 1: Consumers are spending more on health and wellness but are not satisfied and want more innovation
The US health and wellness market (inclusive of out-of-pocket healthcare spending) has grown to nearly $1 trillion, largely as a result of rising spending on out-of-pocket healthcare costs and personal wellness. There was an approximately 50 percent increase in wellness deal activity from 2020 to 2021,4“Still feeling good: The US wellness market continues to boom,” McKinsey, September 19, 2022. and US wellness spending in 2023 was more than $480 billion, with 5 percent growth in spending on wellness products and services.5“The trends defining the $1.8 trillion global wellness market in 2024,” McKinsey, January 16, 2024. (Notably, this spending is in addition to billions of dollars in healthcare spending by payers, directed by consumers’ care choices.) Moreover, 58 percent of surveyed US consumers indicated they prioritize their personal health and wellness more now than a year ago.6“The trends defining the $1.8 trillion global wellness market in 2024,” McKinsey, January 16, 2024. Yet despite high levels of engagement in health and wellness activities, a sizable percentage of consumers are not satisfied with their overall healthcare experiences (Exhibit 1).
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The disconnect between high consumer importance and spending and relatively low satisfaction presents a meaningful opportunity for healthcare organizations to distinguish themselves as leaders in meeting consumers’ holistic health and wellness needs. For example, 67 percent of consumer respondents found health and wellness media within the healthcare journey (information on behavioral health centers within a confirmation email from a primary care physician, for example) to be helpful and interesting.7Based on the 2023 McKinsey Future of Wellness Survey.
Healthcare organizations can expand their use of digital interactions and tools to better support consumers in their health journeys. Although other consumer-facing industries, such as entertainment, banking, and utilities, have prioritized substantial investments in digital engagement with consumers in recent years, healthcare continues to lag behind, with the second-lowest digital consumer adoption rate (Exhibit 2).
2
In the years to come, it will be critical for the healthcare industry to prioritize digital consumer engagement—both to keep pace with other industries and to meet evolving consumer expectations. According to data from the 2019, 2022, and 2023 McKinsey Consumer Health Insights Surveys, healthcare consumers of all ages8The gap in telehealth adoption across age groups has decreased, with 39 percent of those under the age of 65 having used it in 2023, versus 32 percent of those aged 65 or older (a difference of approximately 20 percent). This is compared with 2019 usage of 13 percent for those under 65, versus 4 percent for those aged 65 or older (a threefold difference). Seniors lead in the online ordering of medications, with only 40 percent of those under 65 having used the service, versus 53 percent of those aged 65 or older. have become accustomed to using digital products and services and are eager to see them incorporated into their healthcare.9Sixty-one percent of consumers preferred to use digital tools in 2022; use of digital has increased 16 percentage points from 2016. Moreover, use of digital tools has a positive effect on consumer experience: 60 percent of surveyed consumers reported being more satisfied with their most recent telehealth appointment than with an in-person appointment.
Beyond digital options for engagement, consumers are also open to innovative care models that would allow them to receive personalized and holistic care, such as team-based care and care management at home.10Based on the 2023 McKinsey Consumer Health Insights Survey. Although traditional in-person care is still the norm today, healthcare organizations can differentiate themselves by introducing innovative care, engagement, and support models.
‘Being there’ for the consumer
A former global chief marketing officer and a senior adviser to McKinsey, Rebecca Messina is a leader in consumer experience who has worked with multiple iconic direct-to-consumer brands in the US food and beverages and transportation industries. The interview below was edited for brevity and clarity.
McKinsey: In healthcare, we see an opportunity for organizations to better support consumers in their daily health and wellness activities. How have others approached ‘being there’ for consumers?
Rebecca Messina: It starts with ensuring that consumer centricity is deeply rooted in your organization’s culture and identity. It is a mindset that’s embedded fully across the organization. It comes with a deep sense of knowing that we cannot take for granted that our products or services deserve to be a part of consumers’ daily lives; we have to earn it. This humility can be the fuel that helps everyone try harder—and expands how consumers use our products.
McKinsey: Where could an organization start if it truly wants to be a part of consumers’ everyday lives?
Rebecca Messina: It starts with developing a deep understanding of consumers, including what they care about, what they are afraid of, and what challenges or friction they face. Next, consider the role the organization could play to solve their challenges with a product that optimally supports them in their daily life and has an emotional impact. Once you envision how you will support consumers, it is critical that you express this brand promise in messaging and ensure you can consistently deliver on the promise.
McKinsey: Once an organization has established its consumer strategy, how can it best maintain its commitment to it?
Rebecca Messina: It’s important that an organization stays focused, with a clear understanding of where it does and does not play. This helps crystallize which competitors it should be monitoring and ensures the organization spends its energy where it can reliably deliver to meet consumers’ needs. Finally, organizations need to measure their progress. Tracking against metrics that capture how and when consumers are using a product is critical to understanding your progress in being invited into consumers’ lives.
To effectively respond to this trend, organizations can commit to consumer centricity by bringing the right product or service to the right consumer in the right way (see sidebar “‘Being there’ for the consumer”).
Learning from organizations in other industries, healthcare organizations could consider taking novel approaches, such as the following:
- expanding their presence in the community to encompass the entire healthcare journey— for example, by developing partnerships with wellness retreats, establishing connections to improve health in the home (via wearables, remote monitoring technology, and the like), or offering supplemental support to families when patients’ primary family caregivers are unavailable
- bridging gaps that prevent consumer engagement—for example, by supporting alternative care models for around-the-clock coverage, such as a virtual nurse or at-home care
Trend 2: Consumers trust the healthcare industry with their data, but organizations underuse it
The healthcare industry continues to earn the trust of consumers, with 44 percent of surveyed consumers indicating they are willing to voluntarily share personal and health data with healthcare organizations—more than double the rate for technology or retail organizations (Exhibit 3).11Venky Anant, Lisa Donchak, James Kaplan, and Henning Soller, “The consumer-data opportunity and the privacy imperative,” McKinsey, April 27, 2022.
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However, unlike technology organizations, which have focused for more than a decade on using personal data to optimize service and support, healthcare organizations have largely not expanded their use of personal and health data to deliver a differentiated experience across the healthcare journey. More than half of surveyed consumers expressed interest in using their personal data to manage chronic conditions, receive personalized health and well-being insights, or receive personalized product and insurance recommendations.12Based on the 2023 McKinsey Consumer Health Insights Survey. Healthcare organizations could employ the latest technology (for example, remote monitoring, AI, or integrated electronic health records) to use consumer data in a safe, controlled way that follows privacy, security, and local and industry regulations on data handling. This could both improve the consumer experience and streamline operations.
Digital transformation supports consumer personalization
As a corporate leader, board member, and executive adviser, Christiana Smith Shi has worked with some of the most prominent US retail brands on their consumer experience strategies. Here, she discusses how data and advanced digital capabilities can be used to deliver a best-in-class personalized experience. The interview below was edited for brevity and clarity.
McKinsey: How have you seen organizations approach digital transformations to improve and personalize experiences for the consumer and generate value for the organization?
Christiana Smith Shi: The most successful organizations created a virtuous cycle that linked years’ worth of usable, freely provided consumer data contained in their internal systems with an ability to tailor content for consumers; they then delivered distinctive products and services that met each consumer’s needs. Doing all of that well led to more consumer engagement with the brand, which translated to greater loyalty and higher sales. Organizations sustained this growth by continually gathering new data that consumers consented to provide, not only to fine-tune their consumer recommendations but also to guide product development.
McKinsey: Could this approach work in industries other than retail?
Christiana Smith Shi: This approach is broadly applicable. I am convinced that if you take consumer insights and data and use them to deliver tailored, personalized experiences, consumers will rewardyou with more loyalty—and more data and information.
McKinsey: What are some of the most critical enablers for success in these transformations?
Christiana Smith Shi: Senior executive leaders need to be aligned on the strategy early and remain aligned as critical decisions are made. A crack at the top is a chasm at the bottom. Teams need to look up and see that the executive team is making the right decisions and trade-offs to support the strategy. Additionally, this approach requires integrated data, analytics, and tech platforms to create a holistic view of consumer behavior across all apps, sites, and moments.
To effectively respond to this trend, healthcare organizations can embed personalization into the end-to-end consumer experience by using their consumer data assets and developing AI capabilities, including generative AI (gen AI) (see sidebar “Digital transformation supports consumer personalization”).
Healthcare organizations could consider applying this approach to improve patient access through innovative strategies including the following:
- customizing engagement interfaces such as landing pages, email campaigns, education initiatives, and scheduling appointments based on consumer attitudes, behaviors, preferences, and healthcare needs
- recommending an appointment in a care setting that works best for the patient in the time frame needed and with the appropriate clinician
Personalizing both outreach and follow-up can present additional opportunities. Using AI, organizations could proactively identify healthcare or coverage needs; using gen AI, they could draft messages for clinicians to sign off on—such as tailored reminders for care needs—and deliver them based on consumers’ preferences (text or email).
Finally, to get the full value from this technology and data, it is critical that organizations adopt an end-to-end transformation mindset.13For more information on transformation best practices, see Eric Lamarre, Kate Smaje, and Rodney W. Zemmel, Rewired: The McKinsey guide to outcompeting in the age of digital and AI, first edition, Hoboken, NJ: Wiley, 2023. This includes implementing transformation best practices (such as setting a clear road map enforced by an operating model that holds leaders accountable for change), hiring dedicated talent, and launching change management to promote adoption and scaling.
Trend 3: Consumers are actively shopping and making trade-offs
In the face of economic uncertainty, consumers have continued their “shopping” behavior—that is, researching before making purchases—and are frequently trading down to the more affordable option.14In 2023, 81 percent of consumers conducted research across multiple channels before making a purchase (up from 75 percent in 2022); 80 percent of consumers said they’re changing their shopping behavior by trading down (up from 74 percent in 2022). For more, see Tamara Charm, Nancy Lu, and Kelsey Robinson, “US consumers send mixed signals in an uncertain economy,” McKinsey, April 28, 2023.
This trend is affecting many industries, including healthcare: 45 percent of surveyed consumers report researching providers and in-networkcosts before choosing a health insurance plan. Based on data from the 2022 and 2023 McKinsey Consumer Health Insights Surveys, 44 percent of healthcare consumers research providers before making an appointment. On average, consumers who research providers then look at two to three providers before making a decision. This represents a meaningful increase in shopping behavior compared to the 2017 survey, when only 20 to 30 percent of healthcare consumers conducted similar research.
According to data from the 2023 McKinsey Consumer Health Insights Survey and McKinsey analysis of internal data from Zocdoc, consumers typically take five factors into account when shopping for healthcare:
Quality. Consumers prioritize high-quality healthcare organizations and clinicians based on input from other consumers. Consumers are twice as likely to book an appointment with a clinician who has more than 50 reviews than with one who has none; nearly half of consumers prioritize quality ratings when choosing a clinician.
Availability. Consumers are highly sensitive to wait times for appointments, with long wait times frequently causing consumers to seek care elsewhere. Online scheduling platforms report that 45 percent of appointments are booked 24 to 72 hours in advance.15McKinsey analysis of data provided by Zocdoc. Independent medical groups are currently best positioned to meet this preference, with 28 percent having availability within three days, compared to 17 percent at health systems. Nearly two-thirds of surveyed consumers reported that they sought care elsewhere when they encountered a wait time they perceived to be long.
Proximity. Consumers look for care that is close to home. A convenient location is a priority for about half of consumers, even when scheduling telehealth appointments: two-thirds of telehealth appointments are booked within driving distance of home (potentially in anticipation of future in-person appointments).
Cost. Consumers actively work to minimize out-of-pocket costs but frequently face challenges in doing so. Forty percent of surveyed consumers prioritize out-of-pocket costs when searching for care, and nearly 17 percent say that the cost of services can be a considerable barrier to receiving care.
Options for care. Healthcare consumers prioritize options to engage across multiple channels, such as in-person and telehealth. Care groups that offer both options receive 35 percent more bookings than those that offer only in-person appointments and 90 percent more bookings than those that offer only telehealth visits. Consumers also take advantage of multimodal care: for example, nearly half of obstetrics and gynecology telehealth visits are followed up with an in-person appointment.
Although consumers are generally inclined to stay with their current primary care provider, up to 70 percent are open to changing if the alternative offers meaningful differentiation.16Seventy percent of consumers were likely to switch to a different primary care provider if they were offered a $100 rebate or if the other provider had a five-star quality rating. As healthcare organizations seek to be more competitive against market players, focusing on the factors that shape consumers’ decision making will be critical.
Easing the shopping and buying journey
Natasha Chand, a senior adviser to McKinsey, has developed and led the consumer engagement strategy at multiple major US and global retailers that offer consumers thousands of products to choose from. We connected with her to learn how some of the most complex organizations make it easy for the consumer. The interview below was edited for brevity and clarity.
McKinsey: We are seeing that healthcare consumers are weighing many variables when making care decisions. How have other retailers made this shopping experience simple for consumers?
Natasha Chand: There are three key practices that we see can really change a consumer’s experience. The first is directly helping consumers make choices by highlighting what you know is most important to them. Machine learning can be used to both identify the key considerations consumers have and talk about and summarize this information simply for them. This can meaningfully streamline a consumer’s ability to make an informed decision.
The second is thinking beyond the traditional ways of doing business. Consumers want to locate the right product or service first and foremost; they are often open to trade-offs on where it comes from or by when they might receive it. The best solutions may be partnering with third parties or forming external partnerships to ensure that consumers’ needs are always met.
Finally, to ensure that the first two practices are successful, it is critical that an organization tracks the right metric—one that holds leadership accountable to doing the best job for the consumer. This might require inventing new metrics for your teams, such as how often you are able to meet the consumer’s communicated needs or provide diverse options. The metrics themselves should continually be revisited and changed over time as you learn what best captures consumers’ needs and organizational priorities change.
Healthcare organizations could respond to this trend by facilitating decision making for consumers, including with fast, convenient navigation of their systems that belies the vast complexity underneath and by enabling consumers to easily connect to the offerings they need when they need them (see sidebar “Easing the shopping and buying journey”).
Healthcare organizations could innovatively respond to this trend by taking the following actions:
- triaging consumers’ symptoms and preferences using a gen AI chatbot to help them schedule a care appointment in the required time frame—and in doing so, expressing an empathic tone and offering educational information to manage expectations
- providing consumers with a single source of truth about projected costs before they receive care; this can simplify the decision-making process, ensure transparency, reduce downstream frustration, and increase the likelihood that patients will receive the care they need
- revisiting scheduling policies to expand consumers’ care options and increase flexibility (for example, adding telemedicine as an option to additional types of appointments)
Finally, by seamlessly linking consumers to strategic partners across the holistic health ecosystem—ranging from medical devices to fitness and wellness classes to over-the-counter products—organizations could better support the needs of consumers.
Next steps to build a consumer-centric organization
Understanding how to best meet consumers’ current and future needs is necessary but not sufficient to become a true consumer-experience leader. Setting up a transformation for success over the long term requires three additional steps:
- Set a strategic vision. Craft a clear consumer-experience vision that will inspire and propel the organization to change its culture and ways of thinking about consumers. Ideally, this aspiration will capture the holistic value at stake in improving consumer experience (for example, growth or improvement in quality outcomes).
- Adopt an agile, human-centered operating model. Identify innovations grounded in the end-to-end consumer journey. Test and refine potential innovations using the agile “test and learn” operating model.
- Build consumer-centric capabilities. Invest in defined metrics, personalized communications, and other capabilities that put the consumer at the center (Exhibit 4).
Consumerism is no longer an emerging trend or secondary consideration in healthcare. Consumers expect their healthcare engagement and experiences to be as convenient and satisfying as many of the other activities in their daily lives. Healthcare leaders who energetically and holistically embrace this shift—reflected in their vision, operating model, and capabilities—could meet consumers where they are across the end-to-end healthcare journey and could increase care access, engagement, satisfaction, and patient outcomes along the way.
Jessica Buchter is an associate partner in McKinsey’s Philadelphia office, Jenny Cordina is a partner in the Detroit office, and Jillian Eckroate is a consultant in the New Jersey office.
The authors wish to thank Eric Bochtler, Maura Fitzsimons, Sarah Greenberg, Michael Kohan, Mark Lee, Eric Levin, Brinda Rao-Pothuraju, and Neha J. Shah for their contributions to this article. The authors also wish to thank senior advisers Natasha Chand, Rebecca Messina, and Christiana Smith Shi for sharing their valuable insights.
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