Health care costs are high and rising. And many health care companies are leaning on digital services to reduce costs while improving customer satisfaction. To fully realize these benefits, companies need to understand the relevant attitudes and preferences of both multicultural and generational consumers.
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The cost of health care is a top concern, not only for patients, but for providers, insurers, and vendors too. As a result, organizations and companies working in the health care space are constantly pressed to produce better outcomes on tightening budgets. Tighter margins and the need for change is giving rise to technological innovations that reduce costs.
We’re already seeing digital service innovations take hold in this space: online and mobile platforms to manage health care and insurance plans, virtual visits, and apps and wearable tech to monitor health. These services offer clear efficiencies that translate into hard dollars for health care companies including
The cost of health care is a top concern, not only for patients, but for providers, insurers, and vendors too. As a result, organizations and companies working in the health care space are constantly pressed to produce better outcomes on tightening budgets. Tighter margins and the need for change is giving rise to technological innovations that reduce costs.
We’re already seeing digital service innovations take hold in this space: online and mobile platforms to manage health care and insurance plans, virtual visits, and apps and wearable tech to monitor health. These services offer clear efficiencies that translate into hard dollars for health care companies including
But to fully realize these efficiencies, organizations need to drive mass utilization of their digital services. This is where marketing and branding have a huge role to play—driving digital service utilization among consumers. And to do this right, companies need to understand the attitudes, preferences, and behaviors of diverse consumer segments to know how to capture their attention and drive utilization.
In late 2019, we spoke with our membership to understand their most pressing questions about complex digital services in the health care space. We heard the same three questions asked time and again, across health care vendors, providers, and insurers:
To answer these questions from both the multicultural and generational lens, we conducted a nationally representative survey this January with 2,442 respondents. We over-sampled consumers of older age groups so that we could analyze data with added precision for the Boomer+ generation. We also over-sampled the Hispanic segment across acculturation levels.
Strategic takeaways from our research include:
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A pandemic has upended your 2020 strategy, and you need to stay relevant with the consumers who will power your return to normal growth, regardless of how they are impacted today.
With the coronavirus crisis disrupting most planned in-person fieldwork, our existing online qual expertise at Collage Group has allowed us to seamlessly support clients despite quarantines.
These times are uncertain, but you don’t have to be. Act on these category-specific insights to resonate with multicultural consumers during this period of change.
Collage Group just launched new syndicated research streams ranking ads and brands on cultural fluency.
AdRate and BrandRate are major new initiatives that provide a solution to our members’ mounting need for a comprehensive, ongoing analysis of the cultural fluency of branding and advertising.
Unleashing culture to drive brand growth
The Coronavirus Crisis Research Initiative