Consumers say yes to data-driven health and wellness support

Insights from the Healthcare Consumer Sentiment report show healthcare has gone proactive.

New attitudes have individuals, care providers, and even insurers taking steps to improve their overall health and wellness. They’re seeking to identify potential conditions earlier than ever. Across both the mental and physical health spectrum, the focus is on improving outcomes and enhancing quality of life — and doing it all at an affordable cost.

Healthcare organizations have been cautious about creating experiences based on consumer data, but new research reveals that consumers are eager for it. With the assumption that their data is being used responsibly, consumers are optimistic about what that data could mean for their health outcomes.

To dive deeper into how consumers view healthcare experiences and digital trends, Adobe surveyed over 2,000 insured Americans between the ages of 18 and 75. The findings revealed how consumers want their data used, trends in generational behaviors, and the importance of building digital connections for long-term loyalty.

Technology is a key factor

In a crucial reveal, we found that most people are taking an active role in their own health and wellness. And it’s largely powered by technology.

Over the past 12 months, most respondents — 80% — took action to consult with a healthcare professional, either via a telehealth or in-person visit. Technology is playing a key role, from telehealth visits and education to at-home monitoring and apps. In the last 12 months, 4 out of 10 consumers spent three or more hours a month using technology to manage their health and well-being:

Watch our video to discover the potential of healthcare-driven technology.

A strong appetite for data-driven care

While many healthcare organizations claim consumer mistrust is holding them back from a holistic, data-driven approach, our survey revealed otherwise.

The appetite for data-driven care reveals that proactive attitude, with 55% of respondents wanting an analysis of their data to identify potential issues and recommend preventative screening. When asked about other acceptable uses of personal data:

It’s a level of comfort predicated on trust

Respondents were comfortable with all kinds of personal and medical data being used to tailor communications

from demographic data (86%) to medical history (81%) and genetic information (75%).

Consumers trust that their data will be used responsibly to fuel better health outcomes, not to raise costs or make money selling it to third parties. This foundation of trust is likely why primary care providers (PCPs) have an advantage, with 82% of respondents willing to trust PCPs to use their data followed by hospital groups, insurers, walk-in clinics, and tech brands.

Consumers bring high expectations

Today’s consumers have a different perspective on healthcare. They expect healthcare to fit into their lifestyle, not the other way around. And many are relying on online resources as the way forward:

To meet growing expectations, healthcare organizations must connect with consumers digitally and physically. Consumers have growing expectations for the technology-based care they’ll receive today through things like digital reminders (44%), the ability to book appointments online (42%), apps that deliver everything in one place (35%), and more. And though these digital preferences are on the rise, there are generational differences.

When asked whether online healthcare contributes to consistent care, 52% of millennials agree compared to just 35% of Gen X, followed by Gen Z and then baby boomers. The same generational preference patterns are revealed for benefits like personalized care and greater transparency.

Building long-term loyalty through digital connections

Fostering consumer loyalty over the long term requires a personalized approach. When asked about current healthcare provider relationships, nearly all respondents felt like their provider:

If healthcare organizations hope to keep the edge they have, they must continue to build personal connections with consumers. And digital engagement is an ideal way forward. A whopping 78% of survey respondents who indicate strong loyalty to their healthcare provider say their provider either meets or exceeds their online needs.

The power of personalized healthcare

When healthcare providers can tap into the depth and breadth of available data, it’s a huge opportunity to improve lives. From personalized communications designed to support people at different life stages to the monitoring and treatment of chronic conditions, the potential is significant — and it’s made even more powerful with the right technology.

Find out how Adobe Experience Cloud for Healthcare can help your organization deliver personalized health experiences.