Executive power shift: Embracing elevated consumerism in health care

From exam room to boardroom, it’s the dawn of a new health CEO

In the post-pandemic era, consumers now anticipate something different—and better—in how they navigate, choose, manage, and experience their health and well-being. As such, consumers are becoming the CEOs of their own health journeys.

More than half of surveyed consumers would be very or extremely likely to tell their doctor when they disagree with them,¹ and 63% would even be willing to switch doctors if they do not like the way their doctor communicates.² The implication for organizations in the health care industry is profound: They will be reporting up to the consumer, meaning a reorientation of their model is required.

The imbalance of knowledge and decision-making power will no longer prevent consumers with agency to act on their preferences. In a world of Generative Artificial Intelligence (GenAI), consumers have knowledgeable copilots helping them make decisions. According to our 2023 Health care consumer survey, 53% believe GenAI could improve access to health care, and 46% said it had the potential to make health care more affordable.³

In the Future of Health,⁴ clinicians will evolve from being the central figures in health care decisions to adopting roles akin to coaches. This transformation allows clinician providers to be more patient-focused and spend more time addressing patient concerns and less on administrative tasks. We believe this period of change will be defined by three “consumer cycles,” giving rise to the Future of Health consumer. In our report, we examine the drivers behind the industry reassembly, dive deeper into the consumer cycles, and explore how organizations can position themselves for success amid this shift.

What’s driving reassembly around the consumer?

The evolving landscape of health care is being driven and shaped by three pivotal elements: shifting ownership of decisions, Generative AI, and possession of health data. Each of these factors plays a crucial role in reconfiguring the industry to better meet the expectations of today’s consumers—and to help address trust in the health care ecosystem. As we move forward, it’s imperative that these aspects are addressed holistically to help ensure the successful evolution of health care to meet the diverse needs of all consumers.

Shifting decision ownership
Consumers are examining and questioning the value of the health services they consume.

The increased health care costs, combined with a significant gap of insurance and health literacy, places pressure on consumer trust in the health care ecosystem. Behind the out-of-pocket spend lies a continued evolution of what consumers experience as “shoppable” decisions.

Generative AI
GenAI is forcing industry reassembly around the consumer—and, frankly, by the consumer.

GenAI is forcing industry reassembly around the consumer—and, frankly, by the consumer. Unlike traditional AI, GenAI can create novel output that appears to be generated by humans,⁵ and some consumers are using GenAI to ramp up their health knowledge rapidly and pursue care options. The technology isn’t just an incremental improvement but a significant departure from previous AI models.

Data access and possession
The expansion of access to and the utilization of data are profoundly reshaping the Future of Health.

This democratization of health data is empowering consumers, enabling them to make more informed decisions about their health and wellness, which can lead to improved health outcomes and enhanced patient experiences.

Actionable strategies for health care ecosystem businesses

To ensure the consumer is at the center of this transformation, organizations must critically evaluate their messaging and outreach strategies. Are they effectively tailored to reach and engage consumers? Are businesses maximizing consumer-facing channels? In this rapidly changing landscape, four areas demand attention:

1. Building partnerships and leveraging data. In an ecosystem in which collaboration is essential, forging robust partnerships will likely be key to unlocking new potentials.⁹
2. Redefining product offerings. Health organizations likely need to move beyond traditional services and products to meet the dynamic needs of today’s consumers.
3. Changing engagement models. In today’s digital age, engagement must extend beyond the clinic or hospital.
4. Revamping go-to-market strategies. To effectively reach and influence today’s consumers, health organizations should rethink how they market their services.

Download the complete report for a deeper dive into the actionable strategies.

The Future of Health ushers in a newly empowered health executive

This vision for the Future of Health, though bold, aligns with the inevitable forces of change shaping our industry. The biggest challenge for health organizations will likely be adapting to the shifting consumer expectations and the growing empowerment of patients. Patients are no longer passive recipients of health care; they are becoming the executives of their health decisions, demanding products and services that are essential to their comprehensive health journey.

The time is ripe for a paradigm shift in health care. Working together, health care organizations and consumers can shape a world not only where health care is equitable and centered on the consumer but also where consumers are actively leading their health narrative. It’s not just an opportunity; it’s an imperative. The Future of Health isn’t just about making knowledge accessible to consumers—it’s about empowering consumers to become active participants in their health journeys.

Endnotes

¹Asif Dhar et al., “Inflation signals unrest ahead for health care,” Deloitte Insights, November 1, 2022.
²Ibid.
³Asif Dhar, Bill Fera, and Leslie Korenda, “Can GenAI help make health care affordable? Consumers think so,” Deloitte Health Forward Blog, November 16, 2023.
⁴Deloitte, The Future of Health^™, accessed November 29, 2023.
⁵Michael Steinhart, Susanne Hupfer, and Jagadish Upadhyaya, “Health holidays: Wearables and health data may tip the scales toward better nutrition,” Deloitte Insights, December 8, 2022.
⁶Fera et al., “Tapping virtual health’s full potential.”
⁷Ibid.
⁸Rebecca Pifer, “Blue Shield of California is promising a simpler, cheaper pharmacy benefits model. Can it deliver?,” Healthcare Dive, updated October 26, 2023.
⁹Simon Gisby et al., “New business models in health care: Building platform-enabled ecosystems,” Deloitte Insights, February 24, 2022.