Consumers want it all—short drive times and ancillaries at every site,
provider continuity and 24/7 availability—but your resources aren’t
infinite. You have to prioritize and make trade-offs.
We asked nearly 4,000 consumers
about their on-demand care
preferences across 56 clinic attributes. In our new research brief, you'll learn the top clinic attributes, patient's relative preferences, and cohort differences.
Increasingly, primary care = market share
As referral networks tighten, primary care is increasingly important for winning and protecting population share. With the rise of retail and virtual providers, urgent episodic care (on-demand care) represents one of the best opportunities for attracting new patients.
Because many patients wait until they are sick before choosing a clinic, we conducted a survey to find out what’s most important to them when seeking care for an illness like the flu. Where a consumer receives care for her sore throat will likely influence where she receives her mammogram and knee arthroscopy.
About the survey
Unlike many other surveys, which allow respondents to rate all items
as “important,” our MaxDiff conjoint methodology asked participants to
make trade-offs among 56 different clinic attributes, providing insight
into the relative importance of each attribute.
The survey asked consumers to assume they had the flu and wanted to
receive care, but their usual provider was not available. Respondents
were shown multiple sets of five clinic attributes. Within each set of
five, they were asked to choose the one “most appealing” and the one
“least appealing” to them. Each attribute was presented multiple times,
resulting in a ranked list of utility scores indicating the relative value of
Ten insights we learned from consumers
1. Convenience is king
Prioritize immediate access. Six out of the top 10 attributes were related to
access and convenience.
Access to Care
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