1. Female Healthcare Consumers: 2018 National Omnibus Study Results
Rob Klein, Founder & CEO
Klein & Partners
Disclaimer: Please feel free to use these charts in any of your presentations; just cite Klein & Partners as the source of the information.

2. National sample with an oversample of women
Methodology
Online survey
n=600  +/-3.4% at the 90% CL
Fielded: March 23-29, 2018
National sample with an oversample of women
Note: Arrows () and bolded scores indicate a statistically significant difference between those two data points
[Female: n=429/Male: n=171]

3. Demographic profile Demographic profile Women (A) Men (B) Average age44
53A
Children <18 responsible for
31%B
18%
Ethnicity
Caucasian
Hispanic
African American
Asian
57%
21B
14B 6
75%A 10 7 5
College education
21%
47%A
Median income
$45,526
$68,921A

4. What did we learn?

5. Online health-related information searching

6. Online health-related information searching
Significantly higher among women than men (77% vs. 66%)
72% in 2018
62% in 2016
Q1: In the past year have you searched online for health-related information?
Q2: When you are searching the Internet for health-related information, what type of device are you most likely to use?

7. Voice search for health-related information
23%
have used voice search for health-related information
 Equal for both women and men
Millennials
42%
Gen X
22%
Boomers
14%
Silent 5%
Voice search declines significantly by age
Q3: Have you used a voice search using a digital assistant such as Google Home, Amazon Echo, Apple HomePod, etc. to find any health-related information?

8. Search results consumers look at
Search results behavior does NOT vary between females and males.
Q4: When you are looking for health-related information, how far down in a search do you tend to look?

9. Hospital websites visited

10. Visited a hospital/system website in past 3 months
29%
2016
44%
2018
Visited a Hospital/System Website in the Past 3 Months
Women – 43%
Men – 45%
Millennials are significantly more likely than their older counterparts to get to your site after a Google search (43%). Millennials also are most likely to click on an online ad (10%). Entering your name in directly goes up with age.
No differences in how women and men ended up at the website.
Q10: Have you been to a hospital or health system website in the past 3 months?
Q11: How did you end up at this website?

11. Primary reason for visiting this hospital/system website most recently
Women – 15%
Men – 3%
Women – 5%
Men – 0%
Q12: What was your primary reason for visiting this website?

12. Difficulties accomplishing website tasks are patient portal-driven.
Accessed the patient portal during most recent hospital/system website visit
Women – 51%
Men – 58%
Did Not
Access
Patient
Portal
Accessed
Patient
Portal
Difficulties accomplishing website tasks are patient portal-driven.
Q13: Think about the reason you just checked for visiting this website, did you access the patient portal to complete this task or not?
Q14: Were you able to complete this task…?

13. Decision-making

14. Healthcare organization favorability ratings
Very Unfavorable
Very Favorable
Q33: Next is a list of healthcare organizations and providers. Based on everything you know about each, whether through direct experience or things you have heard or read, please tell us how favorable you are towards each using a scale of 1 to 10 where 1 means very unfavorable and 10 means very favorable.

15. Most valued services from local hospital among women
Q22: What types of services do you most value from your local hospital?

16. Local hospital outreach program participation and interest among women* *
*Men are significantly less likely to be interested in these programs.
Q23: Local hospitals often offer several different types of health and wellness outreach programs to residents…

17. PCP choice factors Have a PCP Women – 79% Men – 86%
Q24: Do you have a PCP?
Q25: When you chose your current PCP which of the following factors did you consider when you were deciding on which doctor you chose?
Q25a: And, which one of these factors would you say had the biggest influence on which PCP you chose?

18. Hospital loyalty factors*
For women it’s more about family. *
*Significantly higher among women
Q27: What makes you most loyal to a hospital?

19. Healthcare decision-maker
Q28: Beyond your own health needs, who else in your life are you making healthcare decisions for or influencing the health of?

20. Significantly higher among women (22%) than men (10%).
Frequency of decision-making for others in and outside the immediate household
Significantly higher among women (22%) than men (10%).
Q29: How often, if at all, do you determine or influence healthcare decisions for those living in your household?
Q30: And, how often, if at all, do you determine or influence healthcare decisions for those living outside your household?

21. Women’s healthcare influence on others
This is why scheduling Apps are key.
Significantly higher (↑) or lower (↓) than men
Q31: In what ways are you impacting healthcare and healthcare decisions for others?

22. Words that describe consumers
Q32: Next, which of the following words describe you personally?

23. Advertising reactions

24. Healthcare TV ads consumers are most likely to tune in and listen to
Women
(A)
Men
(B)
Real patient testimonials 19 15
Physicians talking with patients about their medical situation 11 8
Real patient stories using actor portrayals
12B 6
Facts and figures about the hospital’s performance 5
10A
Well-known healthcare expert talking about the hospital 7
Physicians talking to the audience or among themselves 7B 3
Funny, entertaining advertising
Dramatic healthcare stories
Discussion of quality awards won 2
Use of non-healthcare images or analogies
Famous spokesperson talking about the hospital
CEO talking about the hospital 1
None of these 22
32A #1
Real patient stories
Q45: Next, we have a question about healthcare TV advertising. All TV ads try to convey their message using a variety of themes or story-telling methods. If you saw a TV ad for a local healthcare organization such as a hospital or health system, which one of the following themes would make you MOST LIKELY to tune in and listen to what the ad was saying?

25. Hospital/system advertising recall
26%
Hospital/
System
Ad Recall
Response Rate
10%
13% 7%
14%
38%
15%
55%
67% 0%
12%
Women – 8%
Men – 22%
Women – 27%
Men – 25%
If women don’t respond to ads, it is mostly because there is no need; not a poor ad.
Women are significantly less likely than men to respond to TV, newspaper, direct mail, YouTube, bus, billboard, and radio, advertising.
Q46: Do you recall having seen, heard, or read any advertising in the past several months from a local hospital or health system?
Q47: Where do you recall seeing, hearing, or reading advertising for a local hospital or health system?
Q48: Did you respond to any of the ads that you saw for any of this local hospital or health system advertising that you recall?

26. How consumers are prone to respond to a hospital/system advertisement
Yet another reason why your website is your ‘digital front door’ and can build or erode a brand relationship with consumers (especially women).
Q49: If you respond to a hospital or health system ad, are you more likely to…?

27. Healthcare information sources
Q50: Where do you get most of your information about healthcare?

28. Balance between TV ad length and message resonating with women
Men feel the same way.
Q51: TV ads tend to come in three lengths 15 seconds, 30 seconds, 60 seconds. How do you feel about the balance between length and the message resonating with you for each length?

29. Ad mediums that resonate most
 13% for men
 25% for men
Q52: Which types of hospital or health system advertising, if any, do you tend to remember the message more?

30. Use of ad blocking software among women
40%
(Same for men)
Q53: Do you use any ad blocking software on your computer?

31. Apps – ads or subscription?
People often complain about all the ads on their Apps, yet few are willing to pay a subscription fee to be rid of them!
Women Men
Always go free with ads 38% 32%
Usually go free with ads 23% 26%
Mixed 28% %
Usually get ad-free subscription 6% %
Always get ad-free subscription 5% %
Q54: When you get an App and it offers you the choice of being free but there are ads, or you pay a subscription fee and it is ad-free, which way do you typically go?

32. Skipping ads before videos
Women (63%) are significantly more likely than men (52%) to always hit the ‘skip ad’ button, while Millennials are more likely to watch the ads to the end (11%).
I always hit ‘skip ad’ button when it appears – 58%
Sometimes I watch the ad if it interests me – 29%
I usually watch the ads to the end – 6%
Not sure – 7%
Q55: If you are watching a video and an advertisement runs automatically before you can view the video, do you watch the entire ad or hit the 'skip ad' button when it lets you?

33. “Retail has learned healthcare faster than healthcare has learned retail.”
--Rob Klein, Founder & CEO, Klein & Partners
Retail clinics

34. Women’s use of retail clinics for medical care
Q60: In the past year, have you been treated at a retail walk-in clinic (e.g., CVS, Walgreens, etc.)? (e.g., types of care could include: when you are sick, getting a flu shot, getting a physical, etc.)
Q61: What is the name of the retail walk-in clinic you used most recently?

35. Women’s use of retail clinics for medical care
Q60: In the past year, have you been treated at a retail walk-in clinic (e.g., CVS, Walgreens, etc.)? (e.g., types of care could include: when you are sick, getting a flu shot, getting a physical, etc.)
Q62: Which of the following best describes when and how you use this retail clinic for care?

36. Q60: In the past year, have you been treated at a retail walk-in clinic (e.g., CVS, Walgreens, etc.)? (e.g., types of care could include: when you are sick, getting a flu shot, getting a physical, etc.)
Q63: Next, based on everything you know about retail clinics, please agree or disagree with the following statements…

37. Thanks!