The trend of these consumers adopting digital health is no longer new. More “Digital Boomers” are entering Medicare eligibility every day with liquid expectations. Organizations that haven’t fit these consumers into their digital plans are lagging behind beneficiary needs.
2. MEDICARE-AGED
USERS WANT A DIGITAL
EXPERIENCE AND TOOLS.
IT’S BEEN A LONG TIME COMING.
The trend of these consumers adopting digital health is no longer new. More “Digital
Boomers” are entering Medicare eligibility every day with liquid expectations. Organizations
that haven’t fit these consumers into their digital plans are lagging behind beneficiary needs.
SURPRISED? NOT CONVINCED?
Data from our research on Medicare-aged Americans dispels some common myths around
this population’s relationship with digital.
YOUNG SENIORS ARE INDICATING GREATER USE OF DIGITAL IN THEIR DAILY LIVES. WE
CAN EXPECT TO SEE THIS TREND CONTINUE AS YOUNGER GENERATIONS AGE.
0% 20% 40% 60% 80% 100%10% 30% 50% 70% 90%
YOUNG SENIORS*
OLDER SENIORS**
TRADITIONAL DIGITAL SAVVYEXPERIMENTALTRANSITIONAL
Source: Consumer Survey on Patient Engagement - 2018, Accenture Analysis
DIGITAL SAVVY
They make digital
technology part of all
dimensions in their
life. Mobile access is
key.
EXPERIMENTAL
They strive to
leverage digital more
broadly but may not
always be able to do
so.
TRANSITIONAL
They selectively
engage in digital
for utility value and
discovering how
the experience
improves.
TRADITIONAL
They mostly rely on
traditional channels
and interactions.
Even then, they leave
digital traces.
HIGHER DIGITAL INTENSITY
*Age: 65-69
**Age: 70+
3. IT’S TIME TO DIGITIZE YOUR BENEFICIARY EXPERIENCE. AS YOU EMBARK ON YOUR TECH-
ENABLED JOURNEY, KEEP IN MIND SOME KEY CONSIDERATIONS.
READY TO EMBRACE DIGITAL?
DESIGN FOR
PEOPLE
Seniors are no longer
a customer group set
apart. As the rate of
change quickens thanks to
technology, your recipients’
expectations will be ever
more liquid. Embrace digital
as a key component of
customer service.
CONSIDER COST
TAKE OUT
While digital health
provides opportunities
to improve your recipient
experience, technology can
also support cost reduction
efforts. Driving recipients
to lower cost support
channels can result in lower
operational costs across the
board.
SEEK STRATEGIC
PARTNERS
A partner that knows
federal, your agency and
your customers, and brings
proven experience in digital
health, provides the right
blend of skills and expertise
to help you meet your
recipients’ digital needs.
AMERICANS SAY THEY GO ONLINE1
>2
3/
REALITY: CONTRARY TO POPULAR BELIEF, SENIORS ARE NOT STUCK IN THE ANALOG
WORLD. DIGITAL TECHNOLOGY IS PART OF LIFE FOR AMERICANS OF ALL AGES, NOT JUST
FOR DIGITAL NATIVES AND TECHNOLOGY AFICIONADOS.
MYTH #1: SENIORS DO NOT USE DIGITAL TOOLS.
Seniors are most likely to say that using digital health for
health management is important for understanding their
conditions and medications.
The reasons that seniors report for not using health
technology regularly are revealing. Most don’t use digital
health because they perceive their health is under control,
not because it is too difficult to learn to use (9 percent).2
WOULD ACCEPT
VIRTUAL
ASSISTANCE
IN HEALTH
NAVIGATION3
~50%
AGED 65-69
MYTH #2: SENIORS DO NOT ENGAGE DIGITALLY TO PROBLEM SOLVE.
SENIORS ARE INCREASINGLY TURNING TO DIGITAL CHANNELS TO ACCESS CUSTOMER
SUPPORT TO GET THEIR QUESTIONS ANSWERED AND SOLVE PROBLEMS RELATED TO
THEIR SERVICES.
Seniors are using technology to engage service providers across
industries, including health, and they expect to communicate
with their health providers digitally.
When it comes to doctors and hospitals, 42 percent of those
65+ use digital channels to learn or evaluate providers, to make
purchases or subscribe to service, or to obtain customer service
or support.3
1%
OF SENIORS WHO
DO NOT USE DIGITAL
HEALTH TOOLS DO SO
BECAUSE THEY DO NOT
TRUST IT.2
ARE NOW THE MOST
LIKELY TO SAY THEY’VE
USED THEIR ELECTRONIC
HEALTH RECORDS.3
65+
AMERICANS
MYTH #3: SENIORS ARE NOT USED TO ABSORBING INFORMATION DIGITALLY.
SENIORS’ ADOPTION OF DIGITAL INFORMATION CHANNELS IS RISING. AS TECHNOLOGY
EMBEDS ITSELF IN DAY TO DAY LIFE, PEOPLE OF ALL AGES ARE BECOMING MORE
COMFORTABLE WITH DIGESTING INFORMATION ONLINE.
The information age is in full swing, and the Medicare-
eligible population is along for the ride. From Social Media
to smart phones and tablets, technology is disrupting the
way we communicate and learn.
Seniors are digesting digital content like the rest of the
world - the population of 65+ Digital Video viewers grew
by 35% in 2015, more than 7 times faster than the general
population.4