When’s the last time you went shopping at the local mall or waited in line to purchase concert tickets?Â
If you’re of a certain age, you might remember experiences like these and others that now would be considered rare exceptions to how we conduct our commercial transactions. They’ve been replaced with online shopping, a quicker and typically more convenient method of retail interaction. Growing interest in capabilities such as digital shopping, payment, scheduling, and others has been driven by an expectation of convenience, flexibility, and personalization. Â
Although a little slower to the game, this shift towards digital convenience has spilled over into healthcare, and it’s not slowing down.
Healthcare consumerism regularly tops the list of C-suite priorities, but what exactly is it? Basically, it describes individuals proactively using trustworthy, relevant information, and appropriate technology to make better-informed decisions about their healthcare options in the broadest sense — both within and outside the clinical setting. Â
Today’s patients are savvy consumers who expect the same level of service and convenience from their healthcare providers as they get from online retailers. They’re actively researching options, comparing prices, and demanding personalized care.
Payers, hospital systems, and healthcare providers risk losing their customer base if the patient experience isn’t prioritized. Â
What’s Driving Healthcare Consumerism in 2025?
Rising Costs
Let’s start with rising costs. The United States’ current consumer price index (CPI) — a measure of inflation — is at its highest level in almost forty years.Â
Rising costs are a major concern, with patients becoming increasingly price-conscious. High-deductible health plans and the overall increase in healthcare expenses mean people are paying more out-of-pocket, leading many to delay or even forgo necessary care.Â
Price Transparency
Another reason for delayed care is a lack of price transparency. Patients are demanding transparency, wanting to know exactly what they’ll be paying for procedures upfront.Â
Along with reducing the cost of healthcare, price transparency has the potential to provide numerous benefits to both consumers and providers, such as real-time online access to estimated out-of-pocket (OOP) costs, enhanced patient engagement, and reduced market prices for various procedures. It helps patients make more educated healthcare purchasing decisions and be more aware of their payment responsibility to their provider. Â
Yet, despite the increasing focus on data management, the challenge remains considerable. A staggering 81% of provider directory entries still contain inconsistencies following transparency mandates.Â
Care Access
With the rise of telehealth and digital health tools, patients expect convenient access to care on their own terms. Online scheduling, virtual consultations, and digital communication tools are no longer optional; they’re expected. Patients want the flexibility to manage their healthcare needs when and how it suits them, whether it’s booking an appointment online or receiving test results through a patient portal.
Beyond convenience and cost, patients are also seeking personalized care tailored to their individual needs. They want to be active participants in their healthcare decisions, with access to their health data and the ability to communicate seamlessly with providers. This shift towards personalized healthcare reflects a growing desire for a more patient-centric approach.
Unveiling Healthcare Consumerism Trends: What are Patients Searching For?
Our data reveals some fascinating trends. In 2024, compared to 2023, we saw a surge in searches for colonoscopies, MRIs, and behavioral health visits. This reflects a growing awareness of preventative care and a greater focus on mental health. Â
Interestingly, searches for mammograms and routine exams declined, suggesting that patients may be prioritizing specific concerns over general checkups.
When it comes to specialties, family medicine, obstetrics and gynecology, internal medicine, cardiology, and gastroenterology topped the list.Â
This indicates a continued need for primary care physicians and specialists who can address a wide range of health concerns. These specialties represent the foundation of healthcare, providing comprehensive care for individuals and families across different life stages.
The Impact of Generative AI
One of the most significant trends going into 2025 is the growing interest in generative AI. While still in its early stages, generative AI has the potential to revolutionize healthcare. Tools such as conversational AI-supported care navigation are already beginning to have a significant impact on the patient experience by providing more personalized and contextually relevant results when searching for care.
Adapting to the Evolving Landscape
These healthcare consumerism trends underscore the importance of adapting to the evolving needs of healthcare consumers. Payers and providers need to embrace digital tools, prioritize price transparency, and offer personalized care to stay competitive. By understanding what patients are searching for and how they’re accessing care, the healthcare system can move towards a more patient-centric model.
To succeed in this era of healthcare consumerism, payers and providers must adapt by embracing digital transformation. This means implementing tools like online scheduling, telehealth appointments, and AI-supported search experiences to enhance convenience and accessibility for patients. Equally important is prioritizing accurate provider data to ensure patients can easily find the right in-network provider for their needs, and price transparency by providing clear, accessible, and personalized information about costs. These factors empower patients to make informed choices about their care and fosters trust in their healthcare providers.
This is just the beginning. As technology continues to advance and patient expectations evolve, the healthcare industry must remain agile and responsive. By embracing innovation and putting patients at the center of care, payers and providers can create a healthcare system that is truly patient-centric and meets the needs of the modern healthcare consumer.