Consumers manage their own healthcare – Insider Intelligence
The trend: Consumers are taking more health management activities into their own hands, sometimes supervised by physicians—but often not, per Kaufman Hall.
- About 3, 500 US adults were asked how often they performed seven specific health management activities. Only the “always” or “often” results were reported.
Digging into the data: The top three areas where consumers are managing their own health aren’t surprising.
- Diet and nutrition topped the chart. 34% said they always or frequently ate healthy foods, saw a nutritionist, used a meal prep or delivery programs, or took daily supplements and vitamins.
- 31% stated they use fitness wearables or other devices to track their wellness.
- And 29% said they exercise at home or a gym , or see a physical therapist.
But wait, there’s more! The top three activities are easy enough to do, so those results don’t yield new insight.
It’s the remaining categories that caught our interest:
- Mental health: Seeing the mental wellness counselor or even therapist was a regular health maintenance activity for 22%.
- Self-care: Defined as using wellness or meditation mobile apps, and self-diagnosing health issues using websites like WebMD —18% mentioned they did this usually or usually.
- Using diagnostic tests in your own home: The pandemic boosted consumers’ appreciation for in-home test kits to detect COVID-19, which took their own place alongside lab-quality test kits with regard to genetics, fertility, and colon cancer. Now, 12% said they use these kits constantly or often.
- Alternative therapies: Another 12% stated they used therapies such as acupuncture, massage, and cryotherapy, or noticed a chiropractor.
The particular bigger picture: Now consumers are going beyond simple diet and exercise regimens to find ways to stay balanced plus healthy.
- Doctors are still the most trusted source of health information—but they’re not the particular only source.
- Digital wellness companies can reach wider audiences with self-care and wellness therapies.
- But their messages—and products—must create trust to gain consumer loyalty.