What Do Consumers Want from Primary Care?

10 Insights from the Primary Care Consumer Choice Survey

Our 2014 Primary Care Consumer Choice Survey asked 4,000 consumers what they’re looking for when choosing a clinic for a low acuity illness like the flu. Download this brief to see how they responded.

What Do Consumers Want from Primary Care?

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

Top Ten Preferences by Category

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 each attribute.

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.

This is a preview of restricted content.

Full access to this content is reserved for Market Innovation Center members. Log in now or learn more about Market Innovation Center.

Next, Check Out

New Business Portfolio Manager

More

Join the discussion

Please log in to comment.
Close

Forgot your password?


Not an Advisory Board Member? Click here to register

Close

Members please Log In

LOG IN

Forgot your password?


Not an Advisory Board Member? Click here to register