The fourth annual Future of Healthcare focuses on the healthcare consumer, or “future healthcare patient”. Nearly 2,500 participants from 19 countries participated in this survey, providing a lot of their outlook on medical technology innovation, trusted stakeholders in the medical and health field, and technologies that can provide more integrated and comprehensive medical and health solutions. Perspectives on emerging topics such as firms’ willingness to pay.
Tomorrow’s medical patients will face entirely new treatment options. With this in mind, we first asked participants about their overall openness to new technologies. It is noteworthy that while patients in general have a largely positive attitude toward innovation—a positive attitude that is particularly pronounced among younger generations—older generations remain skeptical and prefer traditional approaches. Paradoxically, the elderly are less optimistic than the younger group, are the group most in need of innovative treatment methods, but show the lowest degree of openness and acceptance.
Providers will likely continue to roll out new services despite some unavoidable concerns in the market. Surveys have found that up to about 25 percent of patients want to indicate that it is important for healthcare providers to be guided by a combination of healthcare systems. In addition, another 50% of patients are currently undecided. The remaining 25% prefer to choose their own doctor and treatment method independently.
On the other hand, traditional healthcare providers—doctors, hospitals, and pharmacists—remain the group that patients trust the most, while patients show low trust in the technology companies behind digital platforms. But the race for the future of healthcare is not over yet. And the ultimate victory belongs to those players who can demonstrate the effect of their products with the best medical evidence. The survey also further confirms the importance of this factor for patients: for the majority of patients, about 63%, obtaining the best treatment is more important than data protection.
Additionally, we asked participants whether they would be willing to pay a private technology company for an integrated digital health solution. Some 40% were fairly open to the possibility, with another 35% showing signs of being persuaded.
All players in the medical field need to make a major effort to change the skepticism of innovation in patients for the future of healthcare. It is important that participants differentiate the strategies and approaches they use for different patients in the future. As a result, while the challenges are compounded, new opportunities for personalization strategies emerge.
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