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Chapter 5

Healthcare Consumers and Consumer Behavior

Health Administration Press

Chapter 5 objectives

Describe the healthcare consumer

Compare the healthcare consumer with other types of consumers

Review the variety of healthcare consumers

Describe professional/institutional consumers

Describe consumer segmentation

Discuss consumer behavior

Health Administration Press

How healthcare consumers are different

Consumer purchases often not discretionary

Purchase decisions often not made by the consumer

Consumers usually unaware of price

Limited ability to evaluate products

Experience an emotional aspect not found for other purchases

Health Administration Press

How healthcare consumers are similar

A surprising amount of purchases are discretionary

Consumers exhibit elasticity of demand

Purchases influenced by many of the same factors as other purchases

Financial circumstances affect consumer behavior

Health Administration Press

The healthcare consumer

In healthcare, a consumer is anyone with the potential to use health services

Only in recent years have healthcare organizations thought in terms of “consumers”

Healthcare consumers are different from other consumers in many ways

Healthcare consumers are similar to other consumers in many ways

Health Administration Press

The variety of healthcare consumers

Patients of various types

Professional and institutional customers

Physicians

Other clinicians

Hospitals and other institutions

Employers

Other entities

Health Administration Press

Trends in international healthcare

American health systems/foreign patients

US health systems overseas

International marketing of US healthcare products

Foreign health systems/international patients

Health Administration Press

Factors contributing to the growth of international healthcare

Investment in healthcare infrastructure around the world

Prohibitive medical costs in some systems

Growing international medical expertise

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Factors contributing to the growth of international healthcare (continued)

Deficiencies in public health systems

Positive patient experiences in other countries

Strong medical travel industry

Opportunity for international travel

Health Administration Press

International healthcare marketing strategies

For US organizations marketing overseas

For US organizations establishing satellites overseas

For foreign-based organizations hoping to attract international patients

Health Administration Press

Factors critical to attracting international healthcare customers

Excellent care

Physician thoroughness

Word-of-mouth reputation

Physician recommendation

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Methods of consumer segmentation

Demographic segmentation

Geographic segmentation

Psychographic segmentation

Health risk segmentation

Usage segmentation

Payer segmentation

Benefit segmentation

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Adopters of innovative health services

Innovators

Early adapters

Early majority

Late majority

Laggards

What factors influence the acceptance of innovative health services?

Health Administration Press

Consumer behavior in healthcare

Patterns of consumption of goods and services

Factors that contribute to consumer activity

Hierarchy of consumer needs

Importance of consumer engagement

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Consumer decision-making

Problem recognition

Information search

Initial awareness

Knowledge emergence

Alternative evaluation

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Consumer decision-making (continued)

Contract assessment

Preference assignment

Purchase decision

Product usage

Post-purchase behavior

Health Administration Press