Our 2022 Consumer Sentiment Benchmark Study offers insights into how people feel about the healthcare industry, price transparency, and their health plans. Although our full report provides an overview of the national sentiment, we thought it would be particularly interesting and helpful for health plans to examine how perceptions, experiences, and expectations change by age group. We hope you find the data valuable as you and your teams craft marketing and engagement programs that engage your members.
Age 18-24
The 18-24 “digital native” population clearly indicated the importance they place on health plan digital tools. 93% of those 18-24, who report having transparency tools available from their health plan, agree that transparency tools help them better understand their healthcare coverage and benefits. With digital savvy comes an increased need for information online to be accurate. One in three aged 18-24 have found inaccurate information on providers online and the majority (78%) say they want more accurate information on cost.
Recommendations are powerful for younger healthcare consumers:
This is the only age group where respondents were most likely to first learn about a health plan’s transparency tools via a friend or family member (31%). But, it’s also the age group that was least likely to know about them. One in three say their health plan doesn’t offer transparency tools or they don’t know whether their health plan does. Just as this age group likes recommendations about tools from friends and family members, we found that doctors can play a big role in increasing awareness of transparency tools. In fact, 93% of those 18-24 said a recommendation from their doctor would increase the likelihood of them using their health plan’s transparency tools.
The role of price transparency
Cost is a big concern for this group. More than half (59%) of those 18-24 avoided getting healthcare services because they didn’t know what the cost would be. When planning for a major surgery, this group has the most interest (84%) in knowing the cost of care before and after surgery, not just the cost for the procedure.
Age 25-34
This seems to be a sweet spot for healthcare transparency tool awareness offered by health plans. People ages 25-34 are familiar with transparency tools. They rely strongly on them to navigate care and obtain cost information. 81% report having transparency tools and, of those with transparency tools, 78% used them in the past 12 months. One in three in this age group learned about transparency tools on their own through their health plan’s website, which is an indicator of their eagerness for the information being offered by these tools.
They want to make the most of tools available:
Those ages 25-34 are interested in the main functions of transparency tools but they also want to make the most out of them. They rank the highest (89%) in wanting to be able to schedule doctor appointments through a health plan’s website when looking for providers or costs. This group also has the highest percentage of respondents stating that they believe health plans don’t use simple and clear language when communicating about the available tools and benefits.
The role of price transparency
While many people in this age group have obtained costs or used their healthcare transparency tools, the percentage of people who avoided getting healthcare because of cost is the highest with this group at 64%. Among all age groups, this group ranks highest (82%) in wishing they had more control over their healthcare costs. This is also a group that is very active in searching for costs. 60% of those ages 25-34 used their health plan website specifically to obtain cost information for a healthcare service or procedure.
Age 35-44
Overall, this group’s preferences are very similar to those ages 24-35. These two age groups have the highest percentage of respondents saying that they wish to have more controls over their healthcare cost. While cost information remains a barrier for this age group, the majority (79%) say that they trust their health plan can provide them with accurate information about expected costs for medical services.
Cost accuracy and access to appointments are key:
91% of those ages 35-44, the highest percentage across age groups, agree they would like accurate information on how much they will pay out of pocket for services. And, when it comes to digital convenience, this group also highly values the ability to make an appointment online (83%).
The role of Price Transparency
As with most age groups, cost is a big healthcare barrier for those ages 35-44. Half of them (50%) say they have avoided getting healthcare service due to not knowing the costs. A bright spot, however, is that this group is using tools available from their health plan to find cost with 55% of them having used a health plan website specifically to obtain cost information for a healthcare service or procedure. While these stats may sound conflicting, they indicate that this group is hungry for cost information and searching for it, but that doesn’t mean that they always find it or that they find it in every case they need it.
Age 45-54
Nearly all of those aged 45-54 (95%) who have transparency tools believe that the tools help them better understand their healthcare coverage and benefits. This group is also highly active overall with their health plan’s website and mobile app.
Communications channels shift:
Over half (60%) of this group has a high deductible health plan, highest among all age groups. 68% of people in this age group report having transparency tools and when it comes to how they first learn about them, more than half say the information came through their employers (letter with benefits selection, etc) (27%) or via Communication (email, postcard, etc) from their health plan (25%).
The role of Price Transparency
Although there’s a slight decline in the percentage of people avoiding healthcare due to cost in this age group, cost is still a big concern. When asked for one suggestion they have for their health plans to improve, cost ranks the highest (28%) for those in this age group. Over half (52%) of those ages 45-54 have never used a health plan website specifically to obtain cost information for a healthcare service or procedure, representing a big opportunity for health plans to target outreach for increased engagement. Considering where they first learn about transparency tools, health plans can increase their awareness by utilizing those channels more frequently (employers, health plan marketing, and health plan website, specifically).
Age 55-64
This age group appears more pessimistic about several aspects of healthcare and marks declining levels of trust in government. Only 12% have a high or very high level of trust in government as a healthcare entity, lowest among all age groups.Although many (71%) have never used a health plan website specifically to obtain cost, they do still go there first to look for a doctor.
Tips on how to communicate:
In line with many of the other age groups, email was the most preferred method of health plan communication, with 65% of respondents ages 55-64 stating it’s how they’d like to hear from their plan. They believe that plans can communicate with them better by making information easier to find and letting them choose how they want to be contacted.
The role of price transparency
Cost isn’t as big of a concern for this age group but 37% still said they avoided getting healthcare because they didn’t know what the cost would be. They show the most interest in knowing the cost of the surgery (day of the procedure) when planning for a surgery than other age groups.
Age 65+
Those in this age group are least likely to know about healthcare transparency tools; however 59% still know that their current health plan offers these tools. Although most of them (79%) are not aware of the price transparency mandates, 78% support the government requirements. This group trusts their primary care provider (81%) and specialty care providers (71%) more than other age groups, highlighting a valuable channel for engagement for health plans.
Word of mouth:
This age group also weights recommendations from friends and family very highly when making healthcare decisions, with 17% stating recommendations from friends and family are very influential when searching for care.
The role of Price Transparency
Unlike other age groups, cost is less of a barrier for those age 65+ to get healthcare. 79% of them have never used a health plan website specifically to obtain cost information for a healthcare service or procedure. Almost half (49%) of respondents in this group states that the most important factor when searching for a doctor is whether the doctor is in-network with their insurance.
Healthcare is complicated. We carry out research like this to share how healthcare consumers feel about communications, transparency, and trust in order to help us all make healthcare simpler for people to navigate. Dive deeper in our full Annual Consumer Sentiment Benchmark.
