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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Nuance Communications, Inc.Media Relations:Ann Joyal,
781-565-4155ann.joyal@nuance.com
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