The healthcare sector has experienced a large transition towards virtual care following the COVID-19 pandemic, reshaping the way consumers engage with healthcare services. The findings from Rock Health’s 2023 Consumer Adoption Survey offer a detailed insight into today’s healthcare sector, revealing important trends in consumer behavior and preferences. Gathering data from more than 8,000 U.S. Census-matched adults, the survey highlights the complex factors influencing the uptake of digital health tools and virtual care services.
The survey findings reveal a large increase in the utilization of virtual care services, with 76% of respondents reporting previous use of virtual care platforms. This widespread adoption demonstrates the growing acceptance of virtual care as a viable alternative to traditional in-person consultations. However, beneath this overarching trend lies a variety of consumer preferences, with a segment of respondents remaining steadfast in their preference for traditional healthcare delivery methods. Quality concerns, personal preferences, and the tangible nature of face-to-face interactions all play a role in shaping consumer behavior, highlighting the importance of accommodating diverse preferences within the healthcare system.
Convenience emerges as a primary driver of virtual care adoption, with respondents citing shorter wait times, provider accessibility, and flexibility as key factors influencing their decision-making process. The survey also highlights a change in care preferences, with certain services such as prescription refills, minor illness care, and mental health consultations increasingly favored for virtual delivery. This trend emphasizes the evolving nature of consumer expectations and highlights the need for digital health innovators to invest in value-added services beyond basic convenience, such as personalized communication channels and culturally competent care options. The survey also found that the success of at-home COVID-19 testing has encouraged a broader acceptance of at-home diagnostics among consumers. Despite this, the survey reveals variations in adoption rates across different test types, with COVID-19 testing dominating the market while other categories, such as genetic testing, lag behind. Factors such as cost, ease of use, and perceived value contribute to these discrepancies, emphasizing the importance of user experience and market positioning in driving adoption of emerging test-to-treat solutions.
While consumers exhibit a general willingness to share health data, there is a discernible trend towards increased selectivity in data sharing practices. The survey indicates a decline in the proportion of respondents willing to share data with specific entities, representing a growing concern around data privacy and security. This apprehension is particularly common among certain demographic groups, including young adults and communities of color, highlighting the intersectional nature of healthcare privacy concerns. Healthcare organizations must prioritize transparency, data security, and trust-building initiatives to address these concerns and promote a culture of responsible data stewardship. Rock Health’s 2023 Consumer Adoption Survey provides valuable insights into the modern healthcare sector, with virtual care emerging as a key component of modern healthcare delivery. As consumers manage this new era of healthcare engagement, digital health innovators must remain informed with changing consumer preferences and expectations. Healthcare leaders can facilitate a more patient-centric and sustainable future for digital health by prioritizing user-centric design, investing in value-added services, and championing transparent data practices.
