In both public and private settings, Australian patients are increasingly exercising choice when it comes to deciding where to go for surgical care. These changing dynamics elevate the importance of understanding patient preferences and decision drivers to inform surgical investments, formulate strategy, and appeal to patients.

We asked over 2,000 Australian consumers about their surgical care preferences and distilled the 12 most important insights for hospital executives. You’ll learn:

• How a consumer finds and chooses a surgeon or hospital
• What factors most and least impact a consumer’s decision
• What drives a consumer’s likelihood to return to a surgeon

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12 insights from the survey

What is the consumer’s path to a specific surgeon?

1. Patients adhere to referrals for surgical care

2. Most patients don’t conduct extensive research

3. GPs remain the most trusted information source

What factors most and least impact the consumer’s decision?

4. Regardless of who you ask, people’s top decision drivers are consistent

5. People make decisions based on proxies for quality

6. The surgeon matters more to patients than the hospital

7. Cost is not a decision driver—but price transparency is

8. People are hungry for information on how to prepare for surgery

9. Convenience is low on the list, with two important exceptions

What are the top drivers of consumer loyalty?

10. Most patients would return to the same surgeon

11. Quality drives loyalty, but disloyalty can be caused by many factors

12. Outside of quality, patient experience matters most

To learn more about our survey methodology, check out page 3 and <a 66f078504e454042ba381485c6a03c27.ashx#page="36'" target="_blank">page 34 of the briefing.