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Know Your Audience

May 5, 2010
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Posted by Georgia Relich

Deloitte has released its 2010 Survey of Healthcare Consumers. The survey, conducted with about 4,000 adults, reveals long-standing beliefs about the U.S. health care system, and what drives behaviors, attitudes and expectations of its consumers. The theme of consumerism in healthcare is complex:  it embraces how people use their time and money, how they approach their wellness and health issues, and how they choose providers. The findings are interesting and important to marketers as we make decisions about how and what to market to these consumers and strive to better understand the mindset, biases, attitudes of our audience.

You can see the entire survey here, but a few of the highlights include:  76% of consumers grade the system as “C” or below; less than a quarter of consumers believes they understand how the health care system works; and one in five consumers rates their interest in accessing their health records by  secure Internet connection as high, would switch physicians to obtain access and would be very likely to use a mobile communication device to maintain them.

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