Shifts in Healthcare Consumer Behavior and Implications for POC Marketing

As healthcare becomes increasingly consumer-driven, evolving patient behaviors are reshaping how people seek care and interact with providers. Moving away from traditional, linear care pathways, patients are now more likely to turn to digital resources, urgent care, and retail health clinics, aligning their health journeys with the convenience and accessibility they expect from other consumer experiences. They rely on online information, health apps, and wearable devices to navigate care options, with younger generations, in particular, shifting toward models that prioritize flexibility, on-demand access, and holistic options.

Patient Information Ecosystems: The Emergence of Deliberative Healthcare

In parallel with the trend toward consumer-driven care, patients are also building robust “information ecosystems” to inform their health decisions. As Deloitte’s Future of Health report suggests²¹, this is giving rise to what might be termed “deliberative healthcare.” Instead of viewing healthcare simply as a discrete series of visits or interventions, patients are moving toward a more dynamic, collaborative process—collecting, interpreting, and integrating health information over time to make better-informed decisions.

According to the AMA Journal of Ethics, this shift is best understood as shared decision-making that evolves as an ongoing narrative rather than a single event²². Increasingly, patients exhibit what can be called “temporal intelligence” in their choices: the ability to gather, compare, and synthesize health information across multiple timelines—before, during, and after clinical encounters.

This deliberative trend goes beyond simply having faster access to information. It involves patients constructing holistic health narratives, where they:

1. Contextualize clinical recommendations in light of personal or family history.
   
   

2. Explore treatment alternatives that align with their lifestyle and values.
   
   

3. Seek confirmation and reassurance from peers, providers, and digital resources.

For marketers and healthcare providers, this means creating communication strategies that facilitate exploration, validation, and collaboration—rather than top-down, one-way information delivery. The more these information ecosystems grow, the more critical it becomes to provide meaningful, personalized guidance that resonates with patients’ evolving expectations and empowers them to shape their own health outcomes.

​​Key Data Insights: Patient-Driven Ecosystems and Virtual Care

Emerging trends in healthcare highlight a shift toward consumer empowerment and digital care models, supported by comprehensive studies and expert analysis.

• 80% of consumers are interested in using digital tools to manage their health, and nearly 60% actively use online resources to research symptoms, treatments, and healthcare providers before consulting a physician²¹
  
  

• Patients are increasingly taking longer timelines to deliberate health choices. Time allows for exploration of alternatives, consultation with others, and alignment with personal goals, fostering better outcomes²²
  
  

• 80% satisfaction with virtual visits, aligning with other studies that confirm virtual care as a viable alternative to in-person consultations for many patients²²
  
  

• Retail health clinics have reported significant growth, while younger generations demonstrate a strong preference for care models that integrate convenience and flexibility²¹

Evolving Approaches

As patients increasingly embrace alternative care models, POC marketing must evolve to meet them wherever they seek care. These shifts make POC more than a final, single touchpoint—it is now a critical, interconnected component of a brand’s entire marketing strategy. Today’s patients expect convenient, personalized access to health information and services, whether through telehealth, retail clinics, in-office or apps that help them monitor their health in real time. 

Patients’ evolving expectation includes on-demand access to health resources—not necessarily for immediate care, but for timely, relevant information and support that fits seamlessly into their daily lives. Patients want to make informed decisions at their own pace, whether it’s researching a treatment, booking a telehealth consultation, or monitoring health metrics via a wearable device.

To reach these proactive patients, marketers need hyper-targeted, personalized content that resonates on an individual level. This requires a shift to audience-centered messaging, investing in strategies which align with consumer behaviors and preferences. 

The rise in POC spend reflects how leading brands recognize the need for innovative, patient-centered marketing. Integrating POC into broader, interconnected strategies allows brands to enhance impact across the patient lifecycle, aligning with the personalized, patient-driven realities of modern healthcare.

Who is Today's Healthcare Consumer

Today’s healthcare consumer is proactive, not only in seeking information but also in choosing how and where they access care. While not all consumers are digitally native, an increasing number embrace technology and expect seamless integration of digital tools into their health journeys. 

Patients are also more willing than ever to share personal health data, whether through medically prescribed or self-initiated apps, with the expectation that healthcare providers will use this data to enhance care quality and personalization. This influx of patient-generated data presents challenges for providers, marketers, and brands alike. Collaboration among healthcare practitioners, marketers, and brands to interpret insights, guide care decisions, and tailor messaging to individual patient needs will be essential for engaging patients meaningfully and effectively throughout their health journeys.

Key Data Insights: Today’s Patient Wants to Be Informed and Connected

• 82% of patients value health information at their doctor’s office or hospital⁷
  
  

• 150 million U.S. adults go online for health and wellness at least weekly–an increase of 12% since 2022⁷
  
  

• 49% of US adults using wearable devices use them daily, and 82% of them are willing to share health data with clinicians¹⁵
  
  

• 68% value digital patient support information, and the use of online videos to learn about conditions/treatments has increased by 11% since 2022⁷

These engagement patterns reveal how healthcare consumers demonstrate trust through their actions. When patients consistently value and act on information from specific sources - whether through discussing treatments their doctor recommends (82%) or sharing personal health data via wearables (82% willing) - they are expressing trust through engagement. This behavioral evidence shows how value and trust work in tandem within healthcare marketing contexts, particularly at points of care where decisions directly impact health outcomes.

Today’s healthcare consumers expect personalized, timely healthcare information and to engage with digital tools at unprecedented rates. They look for seamless, interconnected experiences across all channels—whether digital platforms, print materials, or in-person consultations. 

To meet these demands, healthcare brands and marketers need to move beyond passive content strategies and provide targeted, value-driven messaging. This includes developing cohesive touchpoints for both digitally oriented consumers and those who prefer traditional options like print.

While digital tools are rapidly becoming the primary source of health information, print materials and in-person interactions remain essential for accessibility and health equity. Resources from trusted providers, such as doctors and pharmacists, are particularly vital for patients seeking reliable, non-digital information. Marketers who integrate POC resources into the nonlinear care pathways people navigate today—ensuring relevant information is accessible on-demand, across channels—may see greater return.

As healthcare consumers increasingly pilot their own health journeys, credible information sources and healthcare institutions also play a critical role. Generational differences in trust are shaping how patients perceive, engage with, and act on health information—a reality healthcare marketers must navigate carefully to meet expectations and counteract misinformation in every format.

Generational Trust and Information Disconnects in Healthcare Marketing

There is a growing distrust in established medical institutions, particularly among Millennials and Gen Z, presents a significant challenge to healthcare marketers. Yet, among Gen Z, Point of Care media has emerged as their most valued media channel⁷, presenting a distinct opportunity for targeted engagement within this demographic. Despite Gen Z’s relatively high trust in POC, interest in health is unflagging, particularly in younger generations. More than ever before them, Millennials and Gen Z investing in Health and Wellness, proactively seeking information at unprecedented rates⁷ ²⁵. 

The challenge is exacerbated by the overwhelming volume of online information, contributing to decision fatigue, anxiety, and vulnerability to misinformation. A recent study found that 40% of frequent health information seekers experience emotional distress due to excessive online searching, often leading to increased health anxiety⁷. This information overload offers healthcare providers and brands an opportunity to deliver validated, credible content, particularly in trusted environments like the Point of Care.

The erosion of public confidence in healthcare communication is reflected in the following data.

Key Data Insights: Erosion of Trust in Health Information

• 84% of patients feel their doctor listens to their concerns and input about their health or treatment plans⁷
  
  

• 64% of people worry about medical science becoming politicized⁸
  
  

• 41% of young adults (ages 18-34) trust only providers aligned with their politics⁸
  
  

• 55% of people worry about misinformation influencing health decisions⁸
  
  

• Trust in health reporting has dropped by 14 points since 2019⁸
  
  

• 31% of U.S. adults trust medical information shared by other people on social media⁷  

These metrics illuminate both challenges and opportunities in healthcare communication. While traditional channels face trust headwinds, points of care remain crucial venues for rebuilding connection through meaningful patient-provider engagement.

Regaining Trust and Authority Through Modern POC

Today's healthcare environment reflects an unprecedented intersection of politicization and digital transformation. Drawing from Health Affairs' analysis of post-pandemic public health dynamics, we see how political polarization has fundamentally altered trust architectures in healthcare communication - with 64% of the public expressing concern about medical science politicization[8].

This shift creates both challenges and opportunities for POC marketing. As traditional channels face increasing skepticism, point of care environments emerge as crucial venues for rebuilding trust through evidence-based, contextually relevant engagement. Healthcare providers, maintaining their position as trusted information sources, can serve as critical bridges between clinical evidence and patient understanding.

The key is leveraging POC's unique position at the intersection of clinical authority and personal healthcare decisions. Rather than avoiding the broader societal context, effective POC strategies acknowledge these dynamics while focusing on delivering value.

1. Leverage Healthcare Provider Authority, Trust, and Support
   Healthcare providers remain a highly valued source of information. Align branded content with patient care needs rather than focusing on promotion is essential. Involve practitioners and patients in content research and review to create materials that genuinely support healthcare literacy.
   
   

2. Combat Misinformation
   With 55% of people concerned about misinformation⁸, healthcare marketers are best served by countering false narratives with clear, evidence-based messaging. Invest in Transparent Messaging and Trusted Tones
   Using plain language and clear, transparent content helps build trust, fostering familiarity and a sense of being understood. Successful brands address the specific concerns and diverse identities of Millennials and Gen Z in trustworthy ways.
   
   

3. Tailor Messaging to Evolving Values
   Because 41% of young adults only trust healthcare providers whose values align with their own⁸, Millennials and Gen Z expect healthcare communication to reflect their values. Thus, reinforcing the importance of culturally sensitive and inclusive messaging makes sense. 
   
   

4. Prioritize Health Equity and Identity
   Addressing long-standing inequities is essential to rebuilding trust. For example, 61% of LGBTQIA+ adults report negative healthcare experiences–nearly double that of non-LGBTQIA+ adults¹⁰. Marketers must prioritize diversity, equity, and inclusion (DEI) efforts, integrating patient perspectives to ensure their messaging is inclusive and sensitive to diverse communities.

As trust in traditional healthcare models erodes and consumer-driven behaviors reshape the industry, both healthcare providers and patients are adapting to new expectations. This shift signals a reimagining of ‘normal’ in healthcare journeys, with patients now leading the way in navigating their care through choices that align with their lifestyles and values.

Reimagining Normal in Healthcare Journeys

Traditional healthcare journeys are unlikely to return as patients adopt a more active, consumer-driven role in navigating their health options. Based on M3 MI’s studies, physicians are adapting to these changes: among physicians with telemedicine apps installed,  73% rank  them as important tools for practice, with 39% reporting daily use⁸, With 38% of patients preferring in-person care, choices that prioritize convenience and align with consumer lifestyles are becoming the norm⁷

Patients can now obtain prescriptions for concerns like hair loss, weight management, or mental health with minimal effort—responding to an ad, visiting a website, or downloading an app. Many receive a prescription delivered to their door in less than a week, without ever visiting a doctor’s office while still engaging with a prescriber.

Key Data Insights: Reimagining Patient Journeys with Digital and Distributed Care

• Among  physicians with telemedicine apps installed, 73% rank them as an  important tool in helping with practice,  39% report daily use⁸
  
  

• Physician adoption of wearables has increased 75% since 2022, and is expected to reach 50% by 2026⁸
  
  

• 43% of physicians either currently or planning to use technology to monitor patient vitals⁸

These evolving care models are reshaping how patients evaluate and engage with healthcare services. While in-person care remains irreplaceable for complex or nuanced health concerns, virtual care provides brevity, comfort, and a sense of privacy—removing barriers to care, especially for sensitive topics like mental health or for connecting patients to specialists in areas where access is limited.

This shift also influences in-office care, as increasingly autonomous patients arrive at visits with more information and rely less on doctors as their sole source of knowledge[²¹ ²²]. They want their input valued in treatment decisions, contributing to an increase in satisfaction—coinciding with increases in online information seeking. 84% of patients now report feeling their doctors listen to their concerns and input about their health or treatment plans⁷.

The growth of virtual and retail-based care models also offers potential relief for an overburdened healthcare system. By integrating modern tools into their practices, doctors can provide more efficient care, while patients, in turn, are more receptive to new treatments and education.

Beyond virtual care, distributed models like wearables and digital monitoring tools are expanding how patients and doctors actively manage health in real time. As this trend accelerates, technology will continue to bridge gaps in care, fostering improved communication, real-time decision-making, and more dynamic, personalized care options.

Integrating Retail Health and DTC Behaviors into POC Strategies

Patients are now actively “shopping” for healthcare products and services beyond traditional clinical settings, often managing personal health data—like blood sugar levels—through wearables and health apps without direct medical oversight. This shift toward self-guided health management calls for POC strategies to become equally adaptable, predictive, and responsive to consumer-driven behaviors.To engage these proactive consumers effectively, POC must evolve to include new care settings and decision-making points. 

Key Strategies for POC Marketers, Healthcare Systems, and Providers:

• Embrace New Technologies: Integrate wearables, health apps, and telehealth platforms into POC strategies to provide real-time, personalized health information.
  
  

• Expand POC Touchpoints: Include retail clinics, virtual care services, and other non-traditional settings as integral parts of the POC ecosystem.
  
  

• Leverage Patient-Generated Data: Utilize insights from patient-shared data to tailor messaging and interventions, enhancing relevance and effectiveness.
  
  

• Foster Interactivity and Personalization: Develop interactive tools and personalized content that meet patients' desires for engagement and control over their health journey.

Aligning messaging with patients’ evolving needs and integrating new health pathways into POC strategies can foster more meaningful interactions.. This approach reduces resistance to data sharing and healthcare advertising by offering clear value to consumers. Many patients already share personal health data through fitness apps and wearables for non-medical purposes and often connect this data with their healthcare providers. When patients see positive outcomes and trust-building interactions through responsible data use, they become more open to sharing data and engaging with brands within healthcare contexts.

Delivering high-quality, value-driven content through Points of Care can encourage patients to explore more POC and connected health tools. As patients’ willingness to share data and engage with personalized healthcare grows, so too does the potential for brands to create deeper, trust-based relationships.

POC marketing is establishing itself as a central driver in modern healthcare, expanding to new care points such as retail health settings, virtual care environments, and those enabled by emerging health technologies or innovative care delivery models. Any setting where care decisions are made with healthcare professionals—constitutes a Point of Care opportunity.

Reimagining POC as a foundational component of healthcare marketing, rather than a supplementary channel, allows brands to better navigate today’s complex healthcare landscape. This approach enables them to effectively engage both patients and healthcare providers across the full spectrum of modern healthcare touchpoints.

Summary of Emerging Trends

As healthcare becomes more consumer-driven, patients increasingly turn to digital tools and retail health services, with younger generations prioritizing on-demand access and personalized, holistic care. This shift aligns healthcare with modern consumer standards, blending convenience with control over health journeys.

To keep pace, POC marketing must be agile and integrated across both traditional and new care settings. Today’s consumers expect seamless, real-time health information that spans retail clinics, telehealth, and digital platforms, making it essential for brands to offer personalized, responsive messaging across channels.

As trust in healthcare institutions declines—particularly among Millennials and Gen Z—POC offers a way to rebuild credibility by providing transparent, reliable information through trusted healthcare providers. By adapting to these evolving behaviors and embracing innovative touchpoints, POC marketing is well-positioned to engage today’s healthcare consumers effectively, building trust and supporting better health outcomes.