Consumers want better digital tools for finding care, Optum survey shows

Photo: Luiz Alvarez/Getty Images

Increasingly, consumers are growing dissatisfied with their current digital experiences in healthcare, saying they would prefer a more seamless means of scheduling and interacting with their provider or health plan. 

According to a new survey from UnitedHealth Group subsidiary Optum, providers and payers could improve patient satisfaction by offering tools such as a digital "front door" of online portals, websites and mobile apps.

The idea is that health plans and providers will have an easier time attracting and retaining customers by reducing friction in their interactions with those seeking care.

WHAT'S THE IMPACT?

Providers seeking to attract patients through access to care should focus on optimizing for location, hours, appointment availability and channels of care, according to the survey. Consumer expectations for these care access factors are not being fully met.

For example, both providers and payers have an opportunity to become more competitive for patients and members by improving online scheduling. Currently, 74% of patients schedule their appointments over the phone or in person, but 36% would prefer to schedule online with either their provider or health plan. This gap in expectations is more acute for consumers ages 25 to 34: 45% prefer online scheduling, but only 28% do so today.

The survey indicated other enhancements to websites, portals and mobile applications that could bolster patient and member acquisition and loyalty. Only 57% of respondents were satisfied with their ability to schedule telehealth appointments. When it came to finding information for a provider, such as gender, race or licenses, only 58% were satisfied.

Since 52% of consumers missed a scheduled healthcare appointment in the past year, providers and payers should evaluate their appointment reminders for impact on the patient experience. One-third of consumers who missed their appointments said it was because they simply forgot, which was the reason given most frequently in the survey. Two years ago, the No. 1 reason was COVID-19.

THE LARGER TREND

Finding, accessing and paying for healthcare in America requires so much work that many consumers have avoided seeking care altogether, according to a Change Healthcare poll from 2020. That survey showed that the desire for better digital experiences has been brewing for a while: Nearly all respondents said they want shopping for healthcare to be as easy as shopping for other common services – including using it as a fully connected digital experience.

Consumers want better, clearer, easier communications from health plans and providers, with a preference for digital channels. One chief request is for a simple, transparent explanation of benefits/explanation of charges. Only one in three consumers said their provider and health plan communicate too much, according to the Change Healthcare study. The vast majority said they want their health plan (71%) and provider (68%) to communicate using more modern platforms.

It's evident from the results that health plans and providers would do well to score points with the all-digital consumer. Patients overwhelmingly are seeking a retail-like e-commerce experience when it comes to shopping for care: 81% said shopping for healthcare should be as easy as shopping for other common services, 76% said they wish there were a single place they could shop for and buy healthcare, and 67% said they want to shop for healthcare entirely online, the Change Healthcare results show.
 

Twitter: @JELagasse
Email the writer: jeff.lagasse@himssmedia.com