A recent survey of more than 60 healthcare organizations across the globe, conducted by consultancy Prophet, covered a significant patch of issues relating to consumer-focused healthcare.

The shift toward emphasizing consumer experience is a big deal in the changing industry landscape. Providers and payers alike are investing heavily in transforming their operations to best serve consumer needs. “When you have consumers playing an ever-increasing role in brand selection, as well as paying more out of their own pocket for healthcare, especially for drugs, you have to create a value that really resonates with them to win,” said Thane Wettig, VP of Global Marketing at Eli Lilly and Company.

Much of the onus for change lies in taking population level data and bringing it down to the individual level. Using patient data and responses to guide health systems’ evolution is the most direct way of targeting consumers’ wishes. And that’s especially important given that 81 percent of consumers reported dissatisfaction with their own healthcare experiences.

“To create empowered, engaged, equipped and enabled consumers, healthcare organizations must develop products, services and experiences that align with consumer needs,” the report’s authors wrote. “The only way to do this is to become consumer-centric. Consumer centricity in healthcare requires that every team, service line and department exist to serve the consumer in a remarkable way, at every stage of the healthcare journey.”

You can access the full survey (Parts 1 and 2) here.