While there were few significant differences in the importance of the six drivers of healthcare choice by region, age, type of health plan used and various health plan options, the data revealed some interesting findings about key demographics.
Those with higher incomes are less likely to respond to “high-touch” positioning
People with incomes of $100,000 or higher and with a college degree are less likely than average to rate “caring and compassion” and “personalized care experience” as “very important.”
Lower-earning Americans are more likely to prioritize “high-touch” experiences
Respondents with incomes lower than $25,000 are significantly more likely than average to give “very important” ratings to all categories except “performance and results” and “innovation”. Respondents on Medicaid were more likely to rate “caring and compassion” and “personalized care experience” as very important.
Women aren’t as wowed by convenience or innovation
A higher percentage of women, who comprised 70% of our sample, rated all but “convenience” and “innovation” as very important. For all six categories, women were significantly more likely than men to give a rating of very important.
Performance and results matter even more to Southerners, and to those over 65
Performance and results emerged as the top driver for consumer choice across the board, but those in the South and Americans older than 65 are even more likely to choose a healthcare provider based on this criteria.
Innovation rules for those in HRA or ACA plans