Understanding consumers is vital for new healthcare entrants

Consumers are becoming more interested in and engaged with their health and wellbeing. Our research from our recent report, Capture the Growth, suggests they are more discerning and demanding and their purchasing behaviour is evolving. But, the story is nuanced. We shouldn’t think of consumers as a single entity; one size doesn’t fit all. Different groups think and behave in different ways and have different demands from the products and services they buy and use.

Why is this important for healthcare businesses and new entrants?    

Well, businesses will only be able to succeed if they identify, understand and respond to consumers’ wants and needs. And flexibility will be crucial – this is an ever-changing ecosystem. Getting under the skin of how different groups of consumers think and behave is critical. Understanding consumers’ underlying attitudes is the only way to develop a compelling proposition.

Who are these consumers?

We’ve spoken to over 2,000 consumers across the UK, of different ages, from different backgrounds, with different lifestyles and different family structures, to understand what consumers want from new entrants. We’ve found out how they engage with healthcare and wellbeing and what the opportunities for new entrants could be.

JACK blog

For Jack, fitness, wellness and technology are his priorities and he’s willing to spend in order to get the top of the range products from the best brands. Healthcare isn’t really front of mind for him at the moment but when he needs it, he wants quick and convenient access and is happy to do this remotely or in non-traditional channels like a retail store.



Donna+graphicDonna puts her family’s healthcare first. She sees wellness as a way to improve her own health – e.g. taking vitamins and supplements. She’s also started to think about her own fitness a bit more, but fitting it in around her busy schedule is difficult. Donna’s always on the go, so she wants something easy to use, easy and convenient to access and good value for money. Therefore, she’s happy to use many different channels for both shopping and healthcare.



Betty+graphicFor Betty, her healthcare is a priority. She wants to see a trusted professional face to face but is happy to do that in a range of settings, whether that be at the GP surgery, clinic or hospital, but also at home, in a retail store or in a pharmacy. Advice, trust and credibility are key. She wants to get more involved with wellness and fitness but is a bit apprehensive – she needs advice and guidance to help her navigate such a broad range of options.


Despite their differences, there’s a consistent theme emerging across these groups: they are all willing to try, use and pay for products and services offered by new entrants. Of course these products and services will look different for each group and we’ve gathered detailed insights on what ideas would resonate.

What are the implications for providers?

Ultimately their thinking will have to evolve – they will have to think differently about their customers, proposition and operating model. They will need to better understand the landscape for new entrants, identify the pockets of opportunity, evaluate what it means for their business and drive detailed insights on what it means for their current and future customers.

To find out more, see our detailed findings and to discuss further, please get in touch.


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Andrew McKechnie |  Partner
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