Consumer-Focused Initiatives Are at a Premium in the Current Healthcare Climate

Research suggests healthcare consumers are looking for more personal attention and easier access to excellent care. Canopy Health believes in a member-centric approach to healthcare, which is reflected in our core values.

While many consumers want an accessible and personalized healthcare experience, healthcare organizations have been relatively unresponsive to their demands. According to a 2018 study, less than one-third of healthcare organizations have incorporated healthcare consumer best practices.

Thankfully, the Bay Area has an innovative and consumer-focused option: Canopy Health. Keep reading to learn more about our core values and approach to the member experience!

What Is Healthcare Consumerism?

As healthcare costs have increased, consumer expectations have shifted. Today, consumers want personalized service, convenience, and quality. We live in a world that offers almost immediate access to information and personalized service. Consider your interactions with retailers and service providers: you can read reviews online, compare price models, and chat easily with customer service with the click of a button.

Now, consider the traditional healthcare experience. Many consumers don’t really understand their out-of-pocket costs, are told to wait weeks or months for an appointment with a specialist, and struggle to find accurate information online. Increasingly, healthcare consumers want a better, more patient-focused experience.

According to a 2018 Deloitte survey of more than 4,500 distinct healthcare consumer expectations, we can segment healthcare consumers into four categories.

  • Trailblazers: 16% of modern consumers use technology for their healthcare decisions, are willing to share health data, and expect a seamless healthcare experience — both online and in a brick and mortar facility.
  • Prospectors: 30% of consumers are willing to use technology but still rely heavily on their medical providers and peer networks for guidance.
  • Homesteaders: 40% of consumers are cautious and prefer traditional access points. This population values convenience over quality and is uncomfortable using health technology or sharing their data.
  • Bystanders: 14% of consumers are resistant to change and disinterested in their health.

If you look at population data, younger people are more likely to be early adopters of healthcare consumerism and technology. For example, a recent study suggests that while only 19% of Baby Boomers value telemedicine, 40% of Millennials expect access to Video Visits.

Some Healthcare Organizations Are Hesitant to Transition to a Consumer-Focused Experience

The vast majority of healthcare organizations recognize the shift toward healthcare consumerism. However, many have been slow to implement meaningful changes. Instead, many healthcare organizations have continued to rely on traditional systems that focus on physician and organizational needs rather than the consumer.

In its 2018 Healthcare Consumerism Survey, the Kaufman Hall consulting firm surveyed 425 executives from 200 healthcare organizations. In 2018, 90% of respondents thought consumer experience was a high priority. However, only 53% felt their organization’s consumer experience was “well developed.” Similarly, while 64% of respondents thought improving digital health access was a high priority, only 23% had strong digital capabilities.

Canopy Health and Its Alliance Embrace Accessibility, Transparency, and Innovation

Canopy Health is proud of its commitment to accessible healthcare, transparency, and improved wellness. Unlike some healthcare organizations, we understand that providing a quality consumer experience is vital to our organization’s viability.

Our members benefit from:

  • Video Visits for non-emergency medical needs via the MyCanopyHealth App and Member Portal
  • Insight into their healthcare costs with our Cost Estimator and Out-Of-Pocket and Deductible Accumulator
  • A network of 18 Bay Area hospitals, nearly 5,000 physicians, and dozens of outpatient care facilities
  • Walk-in healthcare options at conveniently-located urgent care centers, including the innovative Berkeley Outpatient Center
  • Personalized care and coordinated treatment through Canopy Health’s remarkable network of primary care physicians and specialists
  • A responsive and streamlined customer service experience

Members can also easily seek treatment with respected specialists through our Alliance Referral Program.

Canopy Health’s alliance includes some of the most respected hospitals and medical groups in the Bay Area, and our refreshingly clear approach to the member experience continues into the physician-patient relationship. Our network of hospitals, physicians, and outpatient centers offers patient-focused care and digital tools that let members communicate with their providers, estimate wait times, and schedule appointments online.


Jones Sanborn, B. (2018, April 3). Millennials demand telehealth in a move away from traditional primary care model. Healthcare ITNews. Retrieved from

Kaufman Hall (2018). 2018 state of consumerism in healthcare: Activity in search of strategy. Chicago, IL: author. Retrieved from

Read, L., Korenda, L. (2018, October 29). How do consumers navigate the health care frontier? Deloitte. Retrieved from