Health Care Consumerism – Understanding the Behaviours That Will Impact Health System Design
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Abstract
Consumer-driven services in business and the need for efficiency are accelerating changes in the way organizations operate. Many consumers today are taking greater control of their purchasing power and healthcare decisions and are demanding excellence in service. The challenge is how to give them the best service in a meaningful and economic way. First, however, we must understand consumer attitudes, motivations and behaviours. The session will explore how consumerism is emerging as a trend globally and across Canada, with specific insights into consumer perspectives on Ontario’s hospitals and health system, their own self-care and wellness management, traditional medical treatments, use of alternative therapies, and positions on health policy reform.
A survey of Canadians was conducted to better understand the perspectives of public and patients as healthcare consumers. This research provides an important and timely perspective on the Canadian public and patients as healthcare ‘consumers’. Through a comprehensive assessment of consumers’ behaviours, attitudes and unmet needs related to health and healthcare, the study identifies implications for health providers and policymakers as they face the growth of health consumerism.
A conceptual framework was used, reflecting the six major domains of healthcare consumer activity: use of traditional health services from medical professionals and hospitals, use of alternative and non-conventional approaches to care, self-directed care, information seeking, financing and health policy reform. Using statistical analysis, an examination of the choices made or anticipated by health consumers is compared for their impact on health providers and policymakers.
Consumers’ experiences with doctors, hospitals, prescription drugs and other healthcare services form the basis for their attitudes and beliefs about how the system performs and which areas might need to be improved. Preliminary research indicates consumers’ attitudes are derived from personal experiences rather than a “studied†view of the system, and vary widely as a result. Given the variation in consumers’ behaviours and attitudes, findings suggest a tailored approach to key segments of Canadian health consumers is needed. Findings suggest healthcare consumers want improved service, personalized programs and demonstrated results. This transition from a patient-orientation to a consumer-orientation has far-reaching implications for all stakeholders in the Canadian healthcare system, pointing to a needed focus on delivering the convergence of quality, service delivery and cost.
Health consumerism is emerging as an important trend in Canada, and this is expected to grow. The demands that consumerism will place on the healthcare system are only starting to be understood, but clearly present a new set of challenges and opportunities for Canadian health providers, governments and policymakers.
A survey of Canadians was conducted to better understand the perspectives of public and patients as healthcare consumers. This research provides an important and timely perspective on the Canadian public and patients as healthcare ‘consumers’. Through a comprehensive assessment of consumers’ behaviours, attitudes and unmet needs related to health and healthcare, the study identifies implications for health providers and policymakers as they face the growth of health consumerism.
A conceptual framework was used, reflecting the six major domains of healthcare consumer activity: use of traditional health services from medical professionals and hospitals, use of alternative and non-conventional approaches to care, self-directed care, information seeking, financing and health policy reform. Using statistical analysis, an examination of the choices made or anticipated by health consumers is compared for their impact on health providers and policymakers.
Consumers’ experiences with doctors, hospitals, prescription drugs and other healthcare services form the basis for their attitudes and beliefs about how the system performs and which areas might need to be improved. Preliminary research indicates consumers’ attitudes are derived from personal experiences rather than a “studied†view of the system, and vary widely as a result. Given the variation in consumers’ behaviours and attitudes, findings suggest a tailored approach to key segments of Canadian health consumers is needed. Findings suggest healthcare consumers want improved service, personalized programs and demonstrated results. This transition from a patient-orientation to a consumer-orientation has far-reaching implications for all stakeholders in the Canadian healthcare system, pointing to a needed focus on delivering the convergence of quality, service delivery and cost.
Health consumerism is emerging as an important trend in Canada, and this is expected to grow. The demands that consumerism will place on the healthcare system are only starting to be understood, but clearly present a new set of challenges and opportunities for Canadian health providers, governments and policymakers.
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