2010 Survey of Health Care Consumers Consumerism and implications for the life sciences


with respect to age.6% at the . attitudes and needs. Highlights of findings for the life sciences Deloitte’s 2010 survey measured consumers’ views and actions across to a wide range of issues affecting pharmaceutical. Information resources 1. gender. All rights reserved.Introduction Conceptual framework The 2010 Survey of Health Care Consumers. English and Spanish versions were available. Alternative health services © 2010 Deloitte LLP. 2010 Survey of Health Care Consumers: Consumerism and implications for the life sciences 3 . Confidence in prescription medications remains high and unchanged from 2009 survey results – 3 in 4 believe that the medications they take are effective. race/ethnicity and geography. Traditional health services Health care consumerism 6. The margin of error around the US point estimates is +/.95 confidence level. the survey continues to reveal evolving consumer behaviors. health care. conducted by the Deloitte Center for Health Solutions. offering manufacturers and service providers enormous opportunities – and challenges – in the years ahead. Participants were asked about behaviors before attitudes within each topic area to reduce response bias. behaviors and unmet needs. Now in its third year. Health policy 5. Health insurance 4. Wellness and healthy living 3. More detailed findings are reported in accompanying charts. Methodology A nationally representative sample of 4. The findings provide a timely look at how health care consumerism is evolving in America.1. 2010. as reflected in the 2006 US Census Public Use Microdata Sample (PUMS) file. The study’s framework reflects a broad-based view of consumerism in six zones (Figure 1): • • • • • • Wellness and healthy living Information resources Traditional health services Alternative health services Health insurance Health policy Highlights of survey findings for the life sciences industry are included in this summary. The results were weighted to assure proper proportional representation to the nation’s population. The survey consisted of 50 questions. with 26 potential follow-up questions. is Deloitte’s third annual study of consumers’ attitudes. income. health insurance and health policy. 2009 and January 5. using a web-based questionnaire. It offers health care industry leaders and policymakers a comprehensive view of the different ways in which consumers approach health. and almost half (47%) of these people take three or more prescriptions daily. was surveyed between December 28. Figure 1: Zones of health care consumer activity 2.008 American adults. More than half of all consumers surveyed continue to use at least one prescription medication daily. aged 18 and older. biotechnology and medical device companies.

The uninsured continue to feel the brunt of rising health care costs. 13% say they switched to another brand because it was covered by insurance and 1 in 10 say they used a manufacturer coupon to mitigate costs. 2 out of 3 consumers indicate that they would choose a generic over a branded therapy. While 64% of consumers showed interest in an in-home monitoring device in 2009. 1 in 10 of all consumers continues to maintain a PHR. Interest in in-home monitoring devices has decreased. say they are using social networking sites such as Facebook and Twitter to look for information about treatments. 1 in 4 remains confident that they are able to deal with future medical costs. Furthermore. of consumers who switched medications. significantly fewer (49%) express interest in 2010.deloitte. Consumers are maintaining PHRs but younger consumers are more interested in using their mobile phones to access these records. 1 in 5 reports using alternative remedies to treat health problems. They tend not to have primary care physicians.com/centerforhealthsolutions. confidence ranges widely by consumers’ insurance coverage. Slightly fewer (33%) are concerned about the security and protection of online personal health records (PHRs) compared to 2009 (38%). Unchanged from 2009. however. Almost 1 in 4 Generation X and Generation Y consumers say they would be very likely to do so if given the chance compared with 15% of Baby Boomers and 12% of Seniors. please visit: www. More consumers in this year’s survey (17%) say they sought an alternative therapy before seeing a physician compared to 2009 (12%). a slight decrease from the 71% who said they would do so in 2009. Selected findings are described by zone. more than half of consumers (55%) say they looked online for information about treatment options. they tend to choose between essentials and prescription drugs and they tend to delay or forego treatment.) 4 . the majority of consumers trust medical associations and academic medical centers most. but more are using them before or in addition to traditional medicine. 47%) say that their health care costs increased and slightly more (46% vs. A small number of consumers. 42%) report they stayed the same compared with 2009. 5%. more consumers are using alternative therapies with their prescription regimens (20% in 2010 compared to 16% in 2009). Consumers’ health care spending and their anxiety about health care costs are stable. with all age groups showing decreased interest. (For the full report of US findings and other information pertaining to the 2010 survey.Cost continues to drive consumers to switch medications and request generics. Also equivalent to 2009. The Internet remains a major source of information about medical treatments. consumers rank health plans and life sciences manufacturers among the least-trusted sources of treatment information. which is equivalent to 2009. 1 in 4 consumers says they asked their physician to prescribe a generic therapy because of cost concerns. and are followed by a discussion of key considerations for life sciences organizations. like 2009. Fewer respondents (43% vs. Consumers continue to use alternative therapies.

biotech.2. 55% in 2009). • A small number of consumers (5%) use Facebook or Twitter to find out about prescription drugs. • For information about treatment costs. consumers continue to consider academic medical centers (35%) and medical associations (32%) to be the most trustworthy (compared to 37% and 35% in 2009). 15% in 2009) say they participated in a wellness program in the last 12 months than reported doing so in 2009.10) 2010 Survey of Health Care Consumers: Consumerism and implications for the life sciences 5 . how much trust would you have in the following “third-party” sources to provide reliable information? Medical associations/societies Academic medical centers/teaching hospitals Community hospitals Pharmacies US Department of Health and Human Services State Departments of Health and Human Services US Food and Drug Administration (FDA) Independent health-related web sites (e. • Younger consumers are interested in accessing their records through their mobile phone: 22% of Generation X and 23% of Generation Y say they would be very likely to access their records this way compared with Seniors (15%) and Baby Boomers (17%).g.3) 2010 Distrust for this purpose (ratings of 1. almost 1 in 3 consumers says they trust manufacturers (31%) and employers (33%) the least (Figure 2). Figure 2: If you wanted information about the most effective and safe treatment(s) for a certain health condition. Generation Y (18%) consumers are the least likely to join a wellness program (vs.008 in 2010 2009 Distrust for this purpose (ratings of 1. medical device manufacturers Employers 32% 35% 32% 31% 32% 33% 5% 7% 5% 7% 9% 8% 11% 10% 13% 16% 14% 17% 17% 17% 12% 14% 51% 45% 50% 41% 31% 28% 28% 26% 31% 24% 28% 23% 27% 23% 28% 22% 13% 10% 11% 9% 10% 9% n = 4. WebMD) Health insurances companies/health plans Pharma. unchanged since 2009. All rights reserved. • Compared with their older counterparts. • 1 in 10 continues to maintain a PHR (9% in 2009)..9.2. Zone Two: Information resources • More than half (55%) of consumers say they sought information online about treatment options or a particular treatment in the last year. 2009 Trust for this purpose (ratings of 8.001 in 2009 and 4. • 1 in 5 consumers and 1 in 4 consumers with chronic conditions participates in a wellness program.Survey highlights for the life sciences Zone One: Wellness and healthy living • 7 of 8 consumers report that they are in “excellent.9. followed by community hospitals (29%) and health plans (21%). • Consumers continue to trust academic medical associations (45%) and academic medical centers the most for information on the safety and effectiveness of treatments.10) 2010 Trust for this purpose (ratings of 8. • Slightly fewer consumers are concerned about the privacy and security of online PHRs than last year (33% compared with 38% in 2009).3) © 2010 Deloitte LLP. • More Seniors (24% in 2010 vs. 23% Generation X and 24% of Seniors and Baby Boomers). consumers continue to trust employers (27%) and manufacturers (32%) the least (22% and 31% in 2009).” “very good” or “good” health but more than half continue to have one or more chronic conditions (54% in 2010 vs.

Generation X (22%) and Generation Y (23%) are the most interested in this technology. • 1 in 5 reports using a mail order pharmacy. • 1 in 5 consumers are interested in using their mobile phone to access their health information. consumers primarily switched because of side effects and costs (Figure 3). almost half (47%) take three or more (51% in 2009). to improve their health or treat a health condition. • 67% of consumers indicate that they would choose a generic medicine over a branded one if given a choice. 51% of Generation Y express interest in 2010 compared with 2009. confidence increases with consumer age. • 2 in 7 say they asked a physician to prescribe a generic therapy because of cost concerns. • More Generation Y consumers (16%) are likely to choose a brand name than other age groups. Medical devices • Interest in in-home monitoring devices has decreased: Almost half of consumers (49%) say they would be interested in using an in-home medical device that could help them know what to do and when. • 1 in 3 consumers (31%) reports taking a single prescription therapy and 1 in 4 (22%) takes two medicines daily. 48% vs. down from 64% in 2009 (Figure 4). 46% vs. 61% of Generation X and 44% vs. • Similar to 2009. • Of the 56% who take prescription medications. in 2010 29% of consumers say they switched medications. 6 . 67% of Seniors. from 71% in 2009 to 55% in 2010.Zone Three: Traditional health services Prescription medications • Use of prescription and over-the-counter supplements and therapeutics remains high: Similar to 2009. 67% of Baby Boomers. Figure 3: Consumers who switched prescription medication in 2009 and 2010 Switched prescription medication in the last 12 months (2009) Reasons: 32% 28% switched to another brand because of side effects 28% switched another brand because the medication was not working Switched prescription medication in the last 12 months (2010) 29% 24% switched to a generic to save money 13% switched to another brand because insurance did not pay 20% 30% 40% © 2010 Deloitte LLP. All rights reserved. • Interest in in-home monitoring devices has decreased among consumers with chronic conditions. a slight decrease from 2009 (71%). • Of those taking prescription medication. • 1 in 10 says they used a company coupon to defray prescription costs. 74% of consumers are confident their medications are effective (75% in 2009). These numbers are comparable to 2009 (27% and 22%). • Interest in in-home monitoring devices has dropped among all age groups: 58% vs. only 1 of 7 is a non-user and more than half take one or more prescription medications. • 1 in 10 (12%) says they asked the doctor to switch prescriptions for a brand that was covered by insurance.

• More consumers say they added an alternative treatment approach or natural therapy to a prescription medication in 2010 (20% vs. • When choosing a health plan. 61% of consumers say that generic medicine coverage influences their decision and 51% say brand name medication coverage influences their choice. Zone Four: Alternative health services • Unchanged from 2009. 15% of consumers say they used a retail clinic in the past 12 months (13% in 2009): Convenience and cost drive use. • Similar to 2009. • Younger adults remain core users of retail clinics: Generation Y (19%) and X (17%) remain the heaviest users (17% and 15% in 2009. • Unchanged from 2009. 1 in 5 consumers reports using an alternative treatment approach or natural therapy to treat a health problem in the last year. 16% in 2009). 10% in 2010). • Confidence in managing future health care costs continues to range widely. from those with military insurance (46% in 2010 and 48% in 2009) to the uninsured (6% in 2010 and 2009). all other factors being equal • The majority (69%) of consumers believe that a government-sponsored. 2010 Survey of Health Care Consumers: Consumerism and implications for the life sciences 7 . • Seniors (13%) have a slight preference for holistic medicine compared with 7% of Generation Y. 1%2% 1% 2009 (n = 4. how interested would you be in using this device? 30% 25% 22% 20% 15% 10% 5% 1% 0% 1 Not at all 2 3 4 5 6 7 8 9 10 Completely 3% 2% 11% 8% 3% 3% 11% 8% 19% 15% 10% 25% 22% 17% 17% • More consumers are seeking alternative or natural remedies before seeing a physician (17% in 2010 compared with 12% in 2009). • Similar numbers say they substituted an alternative or natural therapy for a prescription medication (9% in 2009 vs. 1 in 10 consumers prefers a physician who integrates holistic approaches into their practice. Medicare-like plan for people under age 65 would stimulate better competition among commercial plans • Less than half (46%) believe that competition from the government would be fair. especially among Generation X and Generation Y consumers. Zone Six: Health policy • Slightly more consumers are for (42%) than against (38%) government requirements for health insurance coverage. respectively).001) 2010 (n = 4. All rights reserved. 1 in 4 remains confident that they are able to deal with future medical costs (25% in 2009 vs. Zone Five: Health insurance • Perceived health care costs and associated anxiety has stabilized: Similar to 2009. 24% in 2010). 13% of Baby Boomers and 10% of Seniors are users (compared to 13% and 7% in 2009).008) © 2010 Deloitte LLP.Figure 4: If given access to an in-home medical device that could help you know what you need to do and when to improve your health or treat a health condition. • More (42%) say they would choose an employersponsored plan than the government’s (25%).

however. • Consider sponsoring or supporting an online community on a third-party web site that specializes in PHRs. Additional considerations for medical device firms: • Improve availability of point-of-care diagnostics. • Continue to invest in companion diagnostics that help consumers understand the best medicine for both their condition and prognosis. the beliefs and behaviors of US consumers continue to raise several important considerations for pharmaceutical. • Consider the consumer experience and design integrated alerts and reminders that help alleviate compliance and adherence burdens. consumers do not trust manufacturer information. life sciences companies may consider strategies that improve the quality of the information they disseminate to consumers and incorporate consumers’ channel preferences. provide accurate and helpful information on company and branded web sites. • Consider using educational videos and webinars to help educate consumers about their conditions. foundations and medical societies. biotechnology and medical device companies. • Help consumers understand the relevant components of their health records so they can track their progress on chronic medications. whether it is from the Internet or their own data generated through their mobile devices. 8 . • Link content to academic medical centers. Additional considerations for biotechnology companies: • As commercial and academic efforts to catalog biomarkers and develop personalized medicines progress. #1: Consumers want information to make their own health care decisions. • Use online communities to gather information about the use and administration of biologics and their impact on daily life to design useful applications for mobile devices. • Design clinical trials that use self-reporting through mobile devices to better personalize therapies. To increase credibility and remain relevant as consumers have an increasing choice of information sources. consider building tools to help consumers understand how their genetic and other biomarkers impact their health status.Key considerations for the life sciences Although this year’s findings suggest that the state of US health care consumerism has changed little since 2009’s survey. • Incorporate an understanding of care pathways and consumer decisions into device engineering and placement. Considerations for all life sciences companies: • Within appropriate regulatory guidelines. • Link alerts to consumers’ mobile devices.

is perceived to be ineffective or a cheaper alternative is available. consumers are using retail clinics. 2 in 7 have asked for a generic because of its cost. recognize that consumers will increase their use of generic products: Manufacturers may want to consider diversifying their offerings in the health care space (e. Furthermore. smoking cessation therapies with meditation and acupuncture programs). #3: Consumers understand the concepts of wellness. • Invest in the therapies that promote wellness and healthy living as well as the accompanying holistic programs that ensure compliance and success (e.g. • Consider alternative pricing and rebate strategies for high-volume retail clinic therapeutics.#2: Similar to 2009. Considerations for all life sciences companies: • Contemplate branching out from prescription medications into the nutraceutical space to capture more of the consumer value chain. consumers want value in their medications and are cost-sensitive.. such as vaccines. personalization and improved capabilities to self-monitor. healthy lifestyles and the impact of personal choice on health status.g. retail clinics). particularly younger consumers who are drawn to convenience and cost considerations. • Consider testing whether alternative therapies can boost the tolerance to and/or efficacy of prescription medications. • Continue to inform consumers about the long-term value of their products and provide them with accurate and helpful information about the impact on their health condition. Almost 30% of consumers are switching medications and most are switching therapies because the drug has side effects. Considerations for all life sciences companies: • Help manage expectations about side effects and balance clear articulation of potential side effects with management strategies and long-term outcomes. by tracking their use in clinical trials or patient registries. 2010 Survey of Health Care Consumers: Consumerism and implications for the life sciences 9 . • As more generics become available. weight loss therapies with accompanying exercise and menu planning. • Seek to develop products that are differentiated by greater convenience. They are interested in alternative therapies and in using them in conjunction with traditional prescription medications. • Continue to invest in pharmacogenomics and other diagnostic strategies to tailor medications to address side effect sensitivity. • Continue to invest in long-term pharmacoeconomic studies that can inform both payors and consumers about the long-term value of therapies and the cost of non-compliance.. especially for chronic conditions such as diabetes and dyslipidemia.

health care consumerism is a meaningful trend.Closing thoughts As Deloitte reported in 2009. consumer attitudes in 2010 about their role in the US health care system did not change appreciably from the 2009 survey results. we believe that consumerism will only increase in ensuing years. As consumers use increasingly sophisticated technology to seek information and an improved understanding of how their decisions impact their health care. Despite the poor economy and the specter of health care reform. 10 . not an interesting fad.

Kathryn Hafner. PhD Executive Director Deloitte Center for Health Solutions pkeckley@deloitte. How to access the complete survey results Visit our web site to access the full report of US findings. its projects and events. please visit: www.com Acknowledgements We would like to thank Jennifer Bohn. DC 20004 Phone 202-220-2177 / Toll free 888-233-6169 Fax 202-220-2178 Email healthsolutions@deloitte.com Contributors Thanks to many Deloitte colleagues for their contributions and participation. Contact information To learn more about the Deloitte Center for Health Solutions.T. (Terry) Hisey Vice Chairman and US Life Sciences Leader Deloitte LLP rhisey@deloitte.com/centerforhealthsolutions . various cohort reports and other information pertaining to the 2010 survey: www.com/centerforhealthsolutions. Keckley. PhD Principal Deloitte Consulting LLP tecooper@deloitte. Washington.com Terri Cooper. Kerry Iseman and My Di Le for contributing their insights and support at various stages of this project.deloitte.com/ centerforhealthsolutions.W. The team that developed this life sciences report was led by: R.com Michelle Hoffman.com Web http://www. PhD Senior Research Manager Deloitte Center for Health Solutions mihoffman@deloitte.Contacts Authors Paul H. Deloitte Center for Health Solutions 555 12th Street N.deloitte.deloitte.

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