Do Customers Prioritise Care Quality Over Cost?

The survey found important ways healthcare providers can improve to make patients happier, such as better meeting medical needs, making care more affordable, and starting appointments on time.

When choosing healthcare, do patients value exceptional care over lower costs? A recent survey sheds light on what really drives patient decisions. 

As the healthcare landscape evolves, patient expectations are shifting. More than just affordability, today’s consumers are increasingly seeking convenience, personalisation, and quality interactions with providers. 

The traditional belief that cost is the primary concern is being challenged by new data showing that experience and trust may matter more than ever.

A new survey conducted by Qualtrics, involving 10,000 US consumers, reveals that more than half of healthcare consumers are willing to pay more for an improved healthcare experience. Specifically, 61% indicated they would pay extra for a premium experience in primary care and other service sectors. 

This trend is significant as the healthcare industry increasingly recognises patient loyalty as a critical factor for revenue growth in a sector traditionally marked by narrow profit margins.

Isabelle Zdatny, Head of Thought Leadership at XM Institute, said. “During uncertain times, consumers gravitate toward brands they already know and trust, creating a huge opportunity for organisations to build even stronger connections with their customers,” she noted.

Despite this, healthcare ranks lowest among industries where consumers are willing to pay extra for enhanced service, trailing sectors like air travel, rideshare, and investment management. This suggests two possibilities: patients may already be relatively satisfied with their primary care experience, or they perceive premium healthcare as a basic entitlement, not an upgrade worth additional payment.

Nevertheless, the survey identified key areas where healthcare providers can improve to delight patients, including addressing medical needs more effectively, improving care and treatment affordability, and ensuring appointments start on time. Patients also stressed the importance of better provider directories and search functions to help find clinicians who match their needs.

These insights may be fueling the growing popularity of concierge medicine, a model where patients pay a membership fee for enhanced access to services, such as quicker appointments and more personalised care.

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