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EMARKETER

The Digital Healthcare Consumer 2023

What Providers and Marketers Need to Know About the Digital Patient Journey

Report by Rajiv Leventhal  |  Mar 13, 2023
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Table of Contents
Executive Summary
Consumer adoption of digital health tools is still growing.
Who is the healthcare tech user?
Patients demand an omnichannel experience.
The patient healthcare journey often starts online.
Patients are using social media to find health information.
Patients believe digital health tools lead to better health.
Consumers want doctors to embrace digital health tools.
Healthcare is falling short on delivering a quality digital experience.
Providers are at risk of losing patients if they don’t go digital.
How can providers and marketers keep pace with the digital healthcare consumer?
Sources
Media Gallery
About This Report
Technology is now at the center of patients’ health journeys. To improve the consumer experience, healthcare providers and marketers must gain a better understanding of how digital health tools differ across platforms and populations.
Topics
Digital Health
Healthcare Providers
United States
Table of Contents
Executive Summary
Consumer adoption of digital health tools is still growing.
Who is the healthcare tech user?
Patients demand an omnichannel experience.
The patient healthcare journey often starts online.
Patients are using social media to find health information.
Patients believe digital health tools lead to better health.
Consumers want doctors to embrace digital health tools.
Healthcare is falling short on delivering a quality digital experience.
Providers are at risk of losing patients if they don’t go digital.
How can providers and marketers keep pace with the digital healthcare consumer?
Sources
Media Gallery

Executive Summary

Digital healthcare usage was fast-tracked by the pandemic. But now, with so many tools in the market, providers and marketers must deliver differentiated experiences to stay competitive. They’ll need to know how and why patients use these tools—and how to resolve the pain points.

Key Question: Which digital health products and services are US consumers using, and how does usage differ across populations?

How Do US Consumers Engage in Healthcare-Related Activities? (% of respondents, July 2022)
E-Mail ChartDownload

KEY STAT: About 46% of US consumers—an estimated 119 million patients—engage with their healthcare providers using a combination of patient portals, telehealth appointments, apps, and traditional in-person visits, per PYMNTS.

Here’s what’s in the full report

4files

Exportable files for easy reading, analysis and sharing.

9charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Consumer adoption of digital health tools is still growing.
  3. Who is the healthcare tech user?
  4. Patients demand an omnichannel experience.
  5. The patient healthcare journey often starts online.
  1. Patients are using social media to find health information.
  2. Patients believe digital health tools lead to better health.
  3. Consumers want doctors to embrace digital health tools.
  4. Healthcare is falling short on delivering a quality digital experience.
  5. Providers are at risk of losing patients if they don’t go digital.
  1. How can providers and marketers keep pace with the digital healthcare consumer?
  2. Sources
  3. Media Gallery

Charts in This Report

How Do US Consumers Engage in Healthcare-Related Activities? (% of respondents, July 2022)Health Monitoring Technologies Used by US Adults, by Type, Nov 2021-Sep 2022 (% of respondents in each group)
Types of Digital Health Tools Used by US Digital Health Users, by Generation, Dec 2022 (% of respondents in each group)How US Healthcare Consumers Use Digital Sources, March 2022 (% of respondents)
Types of Health-Related Information That US Digital Health Users Have Explicitly Looked Up on Social Media, Dec 2022 (% of respondents)Importance of Using Select Digital Health Tools to Stay Healthy According to US Adults, April 2022 (% of respondents)
US Adults Who Believe Local Health Systems Should Be More Actively Involved in Supporting Their Health Management Activities*, Summer 2022 (% of respondents)Expectations of US Internet Users When Digitally Communicating With Healthcare Brands/Providers, Sep 2022 (% of respondents)
US Digital Health Users Who Would Consider Going to a Retail Health Clinic for Primary Care, by Generation, Dec 2022 (% of respondents in each group)
Download
Report
Spreadsheet
Deck
The One-Pager
Share
Table of Contents
Executive Summary
Consumer adoption of digital health tools is still growing.
Who is the healthcare tech user?
Patients demand an omnichannel experience.
The patient healthcare journey often starts online.
Patients are using social media to find health information.
Patients believe digital health tools lead to better health.
Consumers want doctors to embrace digital health tools.
Healthcare is falling short on delivering a quality digital experience.
Providers are at risk of losing patients if they don’t go digital.
How can providers and marketers keep pace with the digital healthcare consumer?
Sources
Media Gallery
About This Report
Technology is now at the center of patients’ health journeys. To improve the consumer experience, healthcare providers and marketers must gain a better understanding of how digital health tools differ across platforms and populations.
Topics
Digital Health
Healthcare Providers
United States
Table of Contents
Executive Summary
Consumer adoption of digital health tools is still growing.
Who is the healthcare tech user?
Patients demand an omnichannel experience.
The patient healthcare journey often starts online.
Patients are using social media to find health information.
Patients believe digital health tools lead to better health.
Consumers want doctors to embrace digital health tools.
Healthcare is falling short on delivering a quality digital experience.
Providers are at risk of losing patients if they don’t go digital.
How can providers and marketers keep pace with the digital healthcare consumer?
Sources
Media Gallery

authors

Rajiv Leventhal

Contributors

Jeane Han
Senior Researcher
Lisa Phillips
Principal Analyst, Digital Health
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