3,000-person survey from Nuance reveals how the healthcare landscape
will shift as Millennials become larger consumers of healthcare
Millennials overtook Baby Boomers this year as the largest living
generation; and while Baby Boomers may currently consume most healthcare
resources, the move to value-based care and increased focus on
prevention is driving healthcare providers to better understand and
reach Millennial patients. As part of its ongoing research on the
changing practice of the Art of Medicine, Nuance
Communications, Inc. (NASDAQ: NUAN) today released new data on
generational patient behaviors and the SlideShare presentation, “How
Millennials shop for healthcare.” From its global survey of 3,000
people, this latest data highlights how providers will need to shift to
simultaneously support Millennials and Baby Boomer patients, who have
different expectations and preferences for the delivery of care.
“As patients play a much greater role in determining how, when, and
where they receive care, organizations that don’t stay closely connected
to their patients won’t be able to survive,” said Trace Devanny,
President of the Healthcare
Division, Nuance. “Providers need to better understand the
populations they serve and the threats to their business to remain
competitive in their market and best manage their patients’ needs.”
Key Finding #1: Millennials Share Referrals and Negative
Healthcare Experiences
Staying true to their social nature, 70 percent of young Millennials
(aged 18 – 24) choose a primary care physician based on recommendations
from family and friends, compared to only 41 percent of patients
over the age of 65. The survey also revealed that while the majority (51
percent) of patients 65 and older tell their doctors directly if they
are unsatisfied with their care, 60 percent of younger patients tell
their friends, instead.
This poses a new challenge for providers, who may not hear directly from
younger patients when they’re unhappy with their care. Not only do
Millennials share negative feedback with friends and family, but those
contacts are more likely to trust the feedback and make their own
decisions based on what they’ve heard from their personal network.
“From what I have observed, people are more likely to provide a review
if they have had a poor experience rather than a good experience.” said Dr.
Jeffrey Wolff-Gee, CMIO of Swedish Health Services. “If you are able
to adjust for this using a validated methodology, you can then
incorporate a better statistical sampling and see scores that are more
reflective of the experiences of your full patient population. Feedback
is extremely important in healthcare and, at Swedish, we are working
with all of our providers to make sure they have full access to what
their patients are saying online.”
Key Finding #2: Millennials Turn to the Web for Healthcare
Information
Millennials were much more likely compared to other age groups to turn
to online sources related to healthcare references. More than 54 percent
of young Millennials said they search online for health information
before seeing a physician and rely on doctor ratings; whereas the global
average for all patient ages is 39 percent.
“When I needed to find a new physician, I looked for a doctor within my
insurance network and then turned to online
reviews,” said Kay Zimmermann, a 25-year old patient. “Based on the
comments, I ruled out several doctors, including one I was originally
considering because someone mentioned they felt rushed and treated like
a paycheck during their appointment.”
For the vast majority of Millennials, it’s commonplace to use the
Internet and their social networks to read reviews on products, movies,
restaurants – and using the web to shop for providers is a natural
extension. Like consumer brands, which have had to adjust to using
social networks and interacting with consumers through new channels,
providers will need to become more focused on what’s being said about
them online, and will need to place a higher priority on online
scorecards.
“We know a huge number of patients today are looking up symptoms
and health information online, so it’s just a matter of time until they
shop for physicians and communicate grievances that way, too,” said Tony
Oliva, MD, national medical director, Nuance Communications. “These
are informed healthcare consumers who, if they feel rushed, are likely
to share criticism online. Healthcare organizations need to find ways to
help physicians optimize time spent with their patients and to protect
their reputations.”
The Art of Medicine
This new data on the shifting expectations of patients is part of
Nuance’s Art of Medicine initiative which highlights the critical
importance of helping physicians spend more time with patients in ways
that improve care while navigating the changing dynamics of healthcare.
To learn more about the diverse needs of Boomers and Millennials, visit
Nuance’s Art
of Medicine web page to view the SlideShare presentation, “How
Millennials shop for healthcare,” download “Healthcare
from the Patient Perspective eGuide, and read contributed posts,
including “Will
there be a Rotten Tomatoes for Healthcare?” and “The
3 Secrets to a Better Patient Experience for People Like Me,” which
share insights on what the survey findings mean for providers.
About Nuance Communications, Inc.
Nuance Communications, Inc. (NASDAQ: NUAN) is a leading provider of
voice and language solutions for businesses and consumers around the
world. Its technologies, applications and services make the user
experience more compelling by transforming the way people interact with
devices and systems. Every day, millions of users and thousands of
businesses experience Nuance’s proven applications. For more
information, please visit: www.nuance.com.
Connect with Nuance on social media through the healthcare blog, What’s
next, as well as Twitter
and Facebook.
Nuance and the Nuance logo are trademarks or registered trademarks of
Nuance Communications, Inc. or its affiliates in the United States
and/or other countries. All other company names or product names
may be the trademarks of their respective owners.
The statements in this press release relating to future plans, events
or services, are forward-looking statements which are subject to
specific risks and uncertainties. There are a number of factors
which could cause actual events or results to differ materially from
those indicated in such forward looking statements, including
fluctuations in demand for the Nuance products, and the continued
development of Nuance products. The reader is warned not to rely
on these forward-looking statements without reservation, since these are
simply reflections of the current situation. Nuance disclaims any
obligation to update any forward-looking statements as a result of
developments occurring after the date of this document.
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