In recent years, the healthcare landscape has experienced a significant shift towards consumerism, highlighting the demand for transparency, affordability and access. This evolution has been fueled in part by the rise of high-deductible health plans (HDHP), the progress of value-based care and the expansion of choice of providers for patients, not to mention the dramatic increase in patient involvement in their healthcare decisions. While consumerism takes root in healthcare, practices must adopt strategic measures to take advantage of these effectively evolving dynamics.
Motivated by the necessity to manage health care expenses amid the backdrop of consistently rising premiums, HDHPs have become increasingly popular among both businesses and consumers. Unlike conventional insurance models, HDHPs offer lower monthly premiums, which are offset by higher out of-pocket costs compared.
Patients are becoming more and more motivated to pursue the most advantageous value for their healthcare expenditures, necessitating cost transparency and the outcomes associated with their decisions (Harrill and Melon, 2021).
Another notable result of this evolution is the emergence of value-based care, which places emphasis on quality rather than procedure volume. Value-based care aims to provide improved outcomes for patients while simultaneously lowering costs, moving away from the traditional fee-for-service model which historically has encouraged volume over value. This transformation is essential in the context of the expectations and increased needs of patients. Therefore, practices must adopt and implement measures that quantify value - both in terms of clinical results and the economic impact on patient life (Harrill and Melon, 2021). By prioritizing chronic disease management, preventive care, patient experience, and administrative measures, to name a few, healthcare providers can position themselves competitively and align with the evolving preferences of today’s health care consumers
Author’s Recommendation
The interaction between technology and consumerism is also shaping the fabric of healthcare, as telehealth services and digital health platforms are becoming more and more viable options for the provision of care. The pandemic accelerated the adoption of telehealth, allowing patients greater flexibility and more convenience when accessing health services. This change has led to the emergence of a consumer-focused market where patients expect direct access and significant commitment from providers, far beyond conventional hours or locations. With the growth of remote care, practices must consider integrating these services into their normal care delivery methods, ensuring that they meet the desires of patients who appreciate increased accessibility to providers and a range of care delivery options. (article continues next page).
“Patients are becoming more and more motivated to pursue the most advantageous value for their healthcare expenditures, necessitating cost transparency and the outcomes associated with their decisions.”
(Harrill and Melon, 2021).
In Conclusion
In conclusion, the proliferation of high-deductible plans, value-based care models, and, in many cases, unrestricted patient choice has necessitated that practices evolve in tandem with these changes, which are indicative of the evolution of consumerism in healthcare.
Providers can successfully navigate this transformation by understanding the motivations behind consumer behavior, incorporating technological solutions, prioritizing patient experience and adopting transparency. The strategies employed today will undoubtedly influence the future of healthcare, resulting in enhanced patient satisfaction, thriving practices, and improved care in a constantly changing environment.
In addition to traditional and telehealth care, the emergence of retail clinics has altered how patients perceive their health options. These clinics, often located in pharmacies and grocery stores, provide a simple solution for minor health needs and preventive services without the complexities and time constraints associated with traditional healthcare providers.
The popularity of these sites of services has increased, while patients seek to manage costs while guaranteeing accessibility and convenience (Vandenbroek Altenburg & Atherly, 2025). For practices to remain relevant in a market that favors convenience and cost containment, they must begin to explore providing options that mirror retail clinics to extend their services and improve accessibility, while capitalizing on the traditional relationships that physicians have with their patients
Organizations feel the very real pressure of consumerism but struggle to stretch their tech budget across a sea of single-use.
That’s why I firmly believe the future belongs to platforms, not widgets.
Ashton Davis.
Healthcare consumerism is a continuous evolution that is influenced by consumers themselves, and it does not end with the adoption of high-deductible plans or value-based measures. Patients are encouraged and empowered to conduct research, compare providers, and evaluate options based on cost and quality metrics as health information becomes increasingly accessible. This change in the environment drives physicians to prioritize the patient's experience and outcomes as essential components of their practice strategy.
Keona’s Reply
Charlie, thank you for such a thorough and thoughtful exploration into the rise of consumerism in healthcare—it’s clear you've spent time truly understanding the forces reshaping our space. It’s encouraging to see a historically tech averse industry (yes, the one still sending faxes!) start to transform into one that not only embraces innovation but also meets patients where they are—comfortably, conveniently, and without compromising quality
This shift wouldn't be possible without dedicated administrators like you and the boots-on-the-ground teams who continue to challenge the norm in the name of better care.
Nine years ago, when I joined an intake platform that later went public on the NYSE, the health tech landscape looked very different—competition was few and far between, and most practices were just starting to digitize the clipboard. Fast forward to today, and we're facing what I often refer to as "widget culture"—an overwhelming explosion of niche tools that promise solutions but often create fragmentation instead.
It’s a common pitfall: organizations feel the very real pressure of consumerism but struggle to stretch their tech budget across a sea of single-use tools. That’s why I firmly believe the future belongs to platforms, not widgets. In a world where simplification is hard to come by, the concepts you've brought forward are a reminder that we need to do more with less—but smarter. Tech investments need to deliver immediate value and scale with the long-term vision of what your contact center or operations team aspires to be.
Even if that vision feels fuzzy in the face of shifting demands, the right platform lays a strong foundation and evolves with you. A great example: look at the EHRs that have succeeded—they’ve opened themselves to partnerships and additional capabilities, ensuring they can continue to meet their users' changing needs, like the changing needs of patients we've covered today.
Excited to unpack more of this in our upcoming consumerism articles from Keona Health.
