The Digital Healthcare Consumer 2023

What Providers and Marketers Need to Know About the Digital Patient Journey

Executive Summary

Digital healthcare usage was fast-tracked by the pandemic. But now, with so many tools in the market, providers and marketers must deliver differentiated experiences to stay competitive. They’ll need to know how and why patients use these tools—and how to resolve the pain points.

Key Question: Which digital health products and services are US consumers using, and how does usage differ across populations?

KEY STAT: About 46% of US consumers—an estimated 119 million patients—engage with their healthcare providers using a combination of patient portals, telehealth appointments, apps, and traditional in-person visits, per PYMNTS.

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Table of Contents

  1. Executive Summary
  2. Consumer adoption of digital health tools is still growing.
  3. Who is the healthcare tech user?
  4. Patients demand an omnichannel experience.
  5. The patient healthcare journey often starts online.
  1. Patients are using social media to find health information.
  2. Patients believe digital health tools lead to better health.
  3. Consumers want doctors to embrace digital health tools.
  4. Healthcare is falling short on delivering a quality digital experience.
  5. Providers are at risk of losing patients if they don’t go digital.
  1. How can providers and marketers keep pace with the digital healthcare consumer?
  2. Sources
  3. Media Gallery

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Rajiv Leventhal


Jeane Han
Senior Researcher
Lisa Phillips
Principal Analyst, Digital Health