Health Care Consumerism: Opportunities and Challenges for Life Sciences Companies
Highlights from Deloitte's 2010 Survey of Health Care Consumers
Deloitte’s 2010 survey measured consumers’ views and actions across a wide range of issues affecting pharmaceutical, biotechnology and medical device companies. Now in its third year, the survey continues to reveal evolving consumer behaviors, attitudes and needs, offering manufacturers and service providers enormous opportunities – and challenges – in the years ahead.
Although this year’s findings suggest that the state of U.S. health care consumerism has changed little since 2009’s survey, the 2010 Survey of Health Care Consumers: Consumerism and implications for the life sciences from the Deloitte Center for Health Solutions, part of Deloitte LLP, identifies several important considerations for pharmaceutical, biotechnology and medical device companies:
- Consumers want information to make their own health care decisions, whether it is from the Internet or their own data generated through their mobile devices; however, consumers do not trust manufacturer information.
- To increase credibility and remain relevant as consumers have an increasing choice of information sources, life sciences companies may consider strategies that improve the quality of the information they disseminate to consumers and incorporate consumers’ channel preferences.
- Similar to 2009, consumers want value in their medications and are cost-sensitive.
- Almost 30 percent of consumers are switching medications and most are switching therapies because the drug has side effects, is perceived to be ineffective or a cheaper alternative is available. 2 in 7 have asked for a generic because of its cost.
- Consumers understand the concepts of wellness, healthy lifestyles and the impact of personal choice on health status.
- They are interested in alternative therapies and in using them in conjunction with traditional prescription medications. Furthermore, consumers are using retail clinics, particularly younger consumers who are drawn to convenience and cost considerations.
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