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2009 Survey of Health Care Consumers: Key Findings, Strategic Implications

Deloitte Center for Health Solutions


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2009 Survey of Health Care Consumers

The 2009 Survey of Health Care Consumers, conducted by the Deloitte Center for Health Solutions, is Deloitte’s second annual study of health care consumers’ attitudes, behaviors and unmet needs. It offers health care industry leaders and policymakers a comprehensive and timely perspective about how Americans approach their health, health care and health insurance.

The study’s framework reflects a broad-based view of consumerism in six zones: (1) wellness and healthy living, including self-care and health management; (2) information sources helpful in consumer decision making; (3) traditional health services provided by medical professionals, hospitals and retail clinics, as well as prescription medications and medical devices; (4) alternative health services sometimes described as complementary medicine; (5) insurance coverage and other financial considerations; and (6) opinions about health care reform.

The transformation of the U.S. health care system requires a deep understanding of the role that consumers play – how they think and behave relative to the lifestyles they choose, the purchases they make and the assumptions they follow in preparing for future health problems and possible costs.

The survey’s key conclusions are the following:

  • Health care is a consumer market: consumers find ways to navigate the complexities of the U.S. system by comparing service, quality and costs
  • The health care market is not homogenous: it is comprised of six unique segments
  • Health cost concerns are changing behaviors
  • Consumers want holistic care and resources to pursue wellness and healthy living
  • Consumers embrace innovations that enhance self-care, convenience, personalization and control of their personal health information

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