Transforming the six zones of consumer experience

Health care has been slow to adopt a consumer mindset and translate the concepts of ‘consumer focused’ or ‘patient centric’ into retail-like experiences for members and patients. This eBook provides health care leaders with unique perspectives and practical applications for how their organizations can approach the shift to a consumer-centric model and find new ways to treat members or patients like consumers
This eBook was developed to support Optum’s C-Suite Insights Program which builds trust with senior decision-makers by providing valuable insight on the issues health care C-Suite face. Consumerism is one of those hot topics. Health care has been slow to adopt a consumer mindset and has struggled to translate the concepts of ‘consumer focused’ or ‘patient centric’ into retail-like experiences for members and patients. This eBook provides health care leaders with unique perspectives and practical applications for how their organizations can approach the shift to a consumer-centered model and help them find new ways to treat members or patients like consumers.
 
Organized into six zones, the eBook chapters track the consumer journey from shopping for benefits, staying well, choosing care, receiving care, managing conditions to saving and paying for care. It illustrates ways leaders can attract, engage and retain consumers across this journey. Each chapter illustrates consumer expectations, key success drivers, innovations to watch, partnerships to consider, fast actions to take and ways to measure progress. It provides questions each leader should consider ‑ within each zone of consumer activity ‑ to contribute to their organization’s success.
 
The eBook also illustrates the range of consumer mindsets so leaders can get a high-level view of the diverse perspectives consumers may have when making their health decisions. It encourages leaders to find more ways to understand the people they serve, helping them move past a narrow physical health description toward building richer pictures that include consumer needs, how they prefer to engage their health system and what they expect in order to stay engaged.