Youth In Revolt (of the Health Care System) - Health Care Consumerism Part 3

This four-part series examines the notion that patients are health care consumers. The first post discussed a study showing the fallout that occurs when health systems fail to empower patient-consumers. The second suggested a way providers could offer more consumer-centric health care. This post focuses on the group that will spur wider adoption of health care consumerism and next week I will profile some good work by companies focusing on health care consumers.

How well do you understand your health care system? Do you know who to call if you have a question? Can you describe the details of your health insurance coverage? If you're an American, you probably answered "no" to a one (or a few) of these questions. Many in the U.S. have a limited understanding of who they should see, who pays, and who is in charge of their care. Some are moving against this unacceptable status quo. They are calling for more choices, more transparency, and more value. They are becoming health care consumers. The group leading this shift toward health care consumerism? Generation X. These GenX-ers (along with their younger Generation Y and Millenial siblings) are calling for change as they enter the health care system in increasing numbers and finding this system antiquated and confusing.

The oldest of the Generation X cohort is nearing the half-century mark and the youngest have entered adulthood (Wikipedia says GenX-ers were born between 1961 and 1982). As they encounter age-related health issues many in this group are seeking health care services. With instant messages, on-demand movies, and cloud computing staples of modern GenX life, they head to the doctor expecting high technology and consumer-friendly services. Unfortunately, they often suffer long waits, mandatory patient history packets, and harried providers concerned with visit volume rather than visit quality. These paper-laden, consumer-unfriendly health care experiences breed contempt and motivate GenX-ers to push for change. This tech-savvy population accustomed to instant health care service will only grow as more people gain health insurance coverage under the recently passed Patient Protection and Affordable Care Act.

A recent Deloitte survey of health care systems throughout the world agrees that younger patients will push for consumer-focused health systems. As mentioned in part one of this series, most Americans struggle to navigate their health system, but this confusion runs particularly high among sub-Baby Boomer generations. According to Deloitte, 40 percent of Generation X say they "have a good understanding" of their health insurance plans. Generation Y is even farther behind with only 30 percent reporting good understanding. This contrasts with the over 50 percent rates of understanding in Baby Boomer and Senior populations. Paul Keckley, one of the authors of the Deloitte study, says that this generational understanding gap will foster more consumer-focused health care systems. Keckly recently told the Wall Street Journal that, "If there's an epicenter of change, it's that [Generation X and Y] group."

Photo credit: TIME Magazine