What You Should Know:
– A new survey from PwC highlights significant disparities in how consumers experience the U.S. healthcare system with 65% of consumers revealing they do not seek healthcare until it’s urgent.
– The 2024 Healthcare Consumer Insights Survey reveals concerning trends in affordability, preventive care, and technology adoption, underscoring the need for personalized and accessible solutions.
Affordability Crisis and Generational Divide
The survey found that 28% of consumers delay or forgo necessary care due to cost, with Gen Z (39%) and Millennials (33%) facing the greatest financial burden. This alarming trend is compounded by rising healthcare costs, making affordability a critical concern for many.
Interestingly, a generational divide also emerges in preferences for virtual care. While 50% of consumers aged 55-64 prefer traditional doctor visits, only 34% of those aged 25-34 share this preference, indicating a growing acceptance of virtual care among younger generations.
Preventive Care and Health Literacy
Despite efforts to promote preventive care, 65% of consumers admit to delaying care until it becomes urgent. This highlights the need for increased education and outreach to encourage proactive health management.
Furthermore, Gen Z and those struggling with healthcare costs face significant challenges navigating the healthcare system, with many unsure where to seek appropriate care. This underscores the need for simplified processes and integrated health ecosystems to support those who need it most.
Technology Adoption and Trust
While consumers are increasingly embracing digital health tools, particularly for routine tasks like appointment scheduling and prescription refills, there is a clear generational gap in the adoption of AI-powered solutions. 80% of consumers aged 18-34 are willing to use generative AI in healthcare, compared to less than 60% of those over 55.
Trust in doctors as a primary source of health information remains strong, but younger generations are increasingly turning to technology for answers. This trend suggests a need for traditional providers to adapt to the digital age and engage younger patients through technology.
Key Takeaways for the Healthcare Industry
The PwC survey reveals several key takeaways for healthcare stakeholders:
- Affordability is paramount: Addressing the cost of care and medications is crucial for improving access and equity.
- Preventive care needs a boost: Targeted education and outreach are needed to encourage proactive health management.
- Navigation needs simplification: The healthcare system must be easier to navigate, particularly for younger generations and those facing financial hardship.
- Digital solutions are key: Offering convenient and trustworthy digital tools can enhance patient engagement and improve access to care.
Personalized care is essential: Recognizing and addressing the diverse needs and preferences of different consumer segments is crucial for delivering effective care.
