Table of Contents
Executive Summary
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- Top takeaways
- Impact of COVID-19 on consumer approach to healthcare
- Some adults are deprioritizing healthcare expenses
- Perceptions of telehealth are improving
- Trust in government health departments is declining
- Adults may be more willing to share health data for the greater good
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on professional healthcare services and at-home personal health management, November 2020
- Opportunities and challenges
- Telehealth has opportunity to add to communication strategies
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- Figure 2: Attitudes toward the healthcare experience, September 2020
- Cost is a barrier to engaging with healthcare services
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- Figure 3: Trial and interest in routine healthcare services, by financial health, September 2020
- Consumers want more control
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- Figure 4: Ideal routine health visit experience, September 2020
Market – Key Takeaways
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- Most Americans have health insurance
- Older adults are shifting healthcare ownership
- Workplace wellness is a necessity
- US healthcare market sees drastic changes in light of COVID-19
- Honesty is the key to building trust
- Consumers expect their safety to be prioritized
Snapshot of US Healthcare
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- Majority of US adults have health insurance; Medicare’s role increasing
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- Figure 5: Health insurance source, 2019, 2018, 2017
- Aging population shifts healthcare ownership
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- Figure 6: Projected age groups of US population, 2016-35
- Unemployment rates are improving, necessitating workplace wellness
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- Figure 7: Unemployment rates of US adults aged 16+, seasonally adjusted, January-October 2020
- Medicare coverage is a welcomed transition for adults aged 65+
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- Figure 8: Medicare coverage, by younger and older Baby Boomers, January 2020
- Impact of COVID-19 on consumer approach to healthcare
- Some adults are deprioritizing healthcare expenses
- Perceptions of telehealth are improving
- Trust in government health departments is declining
- Adults may be more willing to share health data for the greater good
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- Figure 9: Short-, medium- and long-term impact of COVID-19 on professional healthcare services and at-home personal health management, November 2020
- Lockdown
- Re-emergence
- Recovery
- COVID-19: US context
- Learnings from the last recession
- Consumers may be relying more on OTC products
- Chronic health consumers support medical spending during recessionary times
Market Factors
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- Financial uncertainty impacts health insurance and medical services
- Health-related misinformation amplifies consumer insecurities
Market Opportunities
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- Seamless communication can improve engagement
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- Figure 10: Attitudes toward the healthcare experience, September 2020
- Utilize informal resources to reach younger age groups
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- Figure 11: Credible resources for health management, by age, September 2020
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- Figure 12: Lululemon online book club, August 2020
- COVID-19 emphasizes the importance of adaptation
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- Figure 13: Ideal routine health visit experience, September 2020
- Adults working at home want healthcare close to home
Companies and Brands – Key Takeaways
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- Membership programs offer high engagement with consumers
- Virtual healthcare gains momentum for mental health and Medicare
- Retail health brands take ownership over wellness
Competitive Strategies
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- Membership services merge physical and digital health approaches
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- Figure 14: Forward health digital app, March 2020
- Virtual healthcare services make mental health care more accessible
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- Figure 15: Real mental health care, March 2020
- Figure 16: Better help mental health app, August 2020
- Expanded Medicare services broadens telehealth reach with Boomers
- CVS builds influence as a partner in wellness
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- Figure 17: CVS Pharmacy Live Better campaign, October 2020
The Consumer – Key Takeaways
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- There is trust in the US healthcare system to build on
- Digital health management has gained momentum with consumers
- Tailored interactions are viewed as the most credible
- Healthcare brands must adapt to shifting consumer needs
- Alternative healthcare facilities can own wellness
- Virtual care has a place in medical communication strategy
Trust in the US Healthcare System
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- Americans are cautiously trusting of the US healthcare system
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- Figure 18: Trust in the US healthcare system, September 2020
- Combat mistrust by emphasizing respect and empathy with Black adults
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- Figure 19: Trust in the US healthcare system, by race and Hispanic origin, September 2020
- Employment impacts perception of healthcare system
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- Figure 20: Trust in the US healthcare system, by employment status, September 2020
Trust in Healthcare Providers and Services
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- Digital health management methods grow legitimacy
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- Figure 21: Trust in healthcare providers and services, September 2020
- Parents hold positive perceptions of key healthcare providers and services
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- Figure 22: Trust in select healthcare providers and services, by parental status, September 2020
Attributes of a Trustworthy Healthcare Brand
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- Gaining consumer trust requires a multi-pronged approach
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- Figure 23: Important attributes to consider a healthcare brand trustworthy, September 2020
- Multicultural consumers view respect as a pillar of trust
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- Figure 24: Important attributes to consider a healthcare brand trustworthy, by race and Hispanic origin, September 2020
Credible Resources for Health Management
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- Medical care perceived as tailored gains stamp of credibility
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- Figure 25: Credible resources for health management, September 2020
- Representation and community are influential for LGBTQ+ consumers
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- Figure 26: Credible resources for health management, by LGBTQ+ and non LGBTQ+, September 2020
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- Figure 27: hims Instagram campaign
- Young adults find credibility in convenience
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- Figure 28: Credible resources for health management, by age, September 2020
Ideal Routine Health Visit Experience
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- Growing importance of safety is a reminder to stay current with trends
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- Figure 29: Ideal routine health visit experience, September 2020
- Virtual health can win consumers through a targeted approach
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- Figure 30: Interest in virtual health consultations/telehealth, by important attributes of routine health visit experience, September 2020
Trial and Interest in Routine Healthcare Services
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- When managing health, consumers stick with what they know
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- Figure 31: Trial and interest in routine healthcare services, September 2020
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- Figure 32: CVS Pharmacy Live Better campaign, October 2020
- Figure 33: CVS Pharmacy Takeover Tuesday Stories, November 2020
- Position concierge services as medical lifestyle brands
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- Figure 34: Trial and interest in concierge medical practices, by age, September 2020
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- Figure 35: One Medical primary care membership program, January 2019
- Healthcare services must shift perceptions of cost
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- Figure 36: Trial and interest in routine healthcare services, by financial health, September 2020
Attitudes toward the Healthcare Experience
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- Healthcare providers must emphasize streamlined access to care
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- Figure 37: Attitudes toward the healthcare experience, September 2020
- Reliance on technology improves health tech landscape
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- Figure 38: Attitudes toward the healthcare experience, September 2020 vs September 2016
- Target female lifestages and men’s health through virtual consults
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- Figure 39: Attitudes toward virtual healthcare experiences, by gender and age, September 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
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