Consumerization of Health Care



Potential healthcare changes – how we’ll be cared for and how we obtain care from providers – continues to be front and center in the news.

How are consumers and physicians reacting to all of this information?

Zeldis Research and Schlesinger Associates have collaborated on a Qual/Quant research study to understand perceptions of these changes among consumers and physicians.

PHASE I (Qualitative) Results

In early October we presented the findings of the qualitative component of this research.

Watch Qualitative Phase I Webinar.

Request a copy of Qualitative Results.

PHASE II (Quantitative) Results

Leveraging those insights, the same Zeldis moderators in the Qual designed and fielded the Quant survey, and we presented our Quantitative findings in a webinar on Dec 4, 2018.

Watch Quantitative Phase II Webinar.

Request a copy of Quantitative Results.


Among the findings, we discuss:

  • What consumers and physicians think about wearables like Fitbit and Apple Watch, consumer DNA tests, remote health monitoring devices, telemedicine and patient data sharing.
  • What are the top needs and barriers to leveraging these wearables and health apps among consumers and primary care physicians?
  • How will medical practices’ budgets and distribution of supplies be affected by Amazon?
  • What are the differences by generation (Millennial, Gen-X and Boomers) in attitudes and use of these new healthcare technologies?


Research Design

The Added Benefit of A Blended Qual/Quant Approach

Using an integrated approach to the research enabled us to pursue and refine some insights that might never have been uncovered with an exclusively all-Qual or all-Quant process. Some of the hypotheses we developed for our Phase 1 Qual have been revised after the Qualitative results for further testing in the Quant phase.
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How the Qualitative Research findings influenced the Quantitative Survey

a) In our Qual phase, we expected physicians would discuss wearables and apps for the management of common chronic diseases they see in primary care, e.g., diabetes, asthma, high blood pressure, etc. Instead, the interviews revealed that both patients and physicians experience is largely focused on wellness/fitness apps.

This focused our areas of inquiry to three types of apps: (1) Wellness/fitness, (2) disease management, and (3) administrative (e.g., claims, provider lookups).

It also deepened our interest in the Quant phase to understand readiness for unmet needs, and barriers to leveraging disease management apps and data from consumer technology.

b) Likewise, we became more sensitized to urban/rural differences (e.g., particularly varying views of telemedicine and ridesharing) which influenced our Quant quota plan, to challenges PCPs have finding referrals for genetic counseling, and to liability concerns that some physicians have with patients sharing/sending data via email.

We’re excited to share our findings and insights with healthcare providers, insurers, device and technology designers and health-related associations.