Most of the time. But the reality is that, in today’s world, not all consumers prioritize healthcare. Other demands come first: jobs, children, aging parents and grandparents, mortgages, loans, the cost of putting food on the table. Plus, “Doctor Google” opens up a world of home remedies and not-so-accurate diagnostic tools, prompting many to try to take matters into their own hands.
A study conducted in 2018 found that 44 percent of Americans don’t regularly visit their primary care physician for financial reasons. A different study by the Kaiser Family Foundation found that nearly one in four women (23 percent) have delayed or put off a doctor’s appointment simply because they could not find the time.
Health systems can’t control every factor influencing this new wave of consumer behavior. What they can influence, however, are the experiences they create for patients – from the very first touchpoint. This is why nimble healthcare marketing teams pay close attention to patient journey maps.