As we head into fall openenrollment season, it's important for brokers to pause and scan themarketplace for their clients. In Northern California, the globalcenter of technology and innovation, we're seeing clear trends inhow people shop for and access health care. The single marketplacedifferentiator is convenience for consumers.

The traditional ways to access health care, such as driving to acare center for a doctor's appointment or standing in line at thepharmacy to fill a prescription, are becoming less relevant asmodern entry points emerge. In response, the health care industryis experiencing accelerated demand to bring convenience and valueto consumers. For brokers, keeping a pulse on new and modern waysthe industry is responding to consumer demands may lead to moreinsightful recommendations for their clients. Let's take a look atthe top four ways we are seeing access to health care change.

1. Same-day care The Amazon effect has changedthe game in terms of consumer expectations. People look for goodsand services on-demand. Why wait several weeks for an appointmentwith a doctor when you have the option to walk into a neighborhoodretail clinic or walk-in care location? These sites are popping upacross the country, offering quick and easy access for everydaycare needs, including immunizations, allergies andinfections. In fact, recent survey data from Accenturesuggests that 62 percent of consumers consider convenience ofappointment times as a deciding factor in their satisfaction withhealth care services.

Video visits are also on the rise, offering same-day care forcommon illnesses and health needs from the convenience of a home oroffice. This alternative to a brick-and-mortar setting is ideal forrural residents, busy professionals, or for anyone wanting to avoidtraffic and parking hassles. Communicating with a doctor bysmartphone, laptop or tablet can often meet a person's immediateneeds, wherever they are.

These same-day care access points are also often available inevenings and on weekends, when the only other option may be urgentcare or emergency services.

2. Concierge pharmacy services

The same-day demand extends to prescription medications, too.For example, Alto, a BayArea pharmacy with free same-day delivery service, began as abrick-and-mortar operation over 30 years ago in San Francisco. Theynow have the home delivery capability of 400 chain pharmacylocations, and their service offers more than just prescriptiondrugs through delivery couriers. Alto's mobile app can trackdeliveries, provide reminders to take and refill medications, andallows users to securely message questions to a pharmacist.

Other national chains are also entering the market, someoffering fee-for-service same-day pharmacy delivery, and lower-costoptions for one to two day delivery.

Given a choice between waiting in line and the ease of openingthe front door, consumers are leaning toward convenience — and thepharmacy industry is taking notice.

3. Digital capabilities

We live in a digital-first era, where accessing the internet orusing a virtual assistant like Alexa is preferred over most othercommunications vehicles, including the telephone. Consumers expectto be just a few clicks away from finding answers, gettingdirections, or completing tasks.

According to a recent survey by McKinsey and Company, about 70percent of consumers want to use digital tools to search for adoctor, pay their bills, schedule appointments, order prescriptionrefills, monitor health metrics, and receive care. The health careindustry is innovating this space, offering new smartphone apps anddigital services to address the needs of today's consumer, withadditional functionality to securely message a care team, look uphealth and wellness information, and access health plan benefitinformation.

This year, we're also seeing integrated artificial intelligence(AI) powered symptom checkers used to expand patient engagement andhelp with navigating to the appropriate place for care — eitherphysical offices or digital options. Keep an eye out for smarttechnology to grow as health systems find new ways to reimaginedigital touchpoints.

4. Virtual-first primary care

One of the hottest trends today is the virtual-first primarycare model. Virtual-first primary care offers mobile access to adedicated care team through video visits, phone consultations,email messages, or in-person visits when needed. It's ideal foractive individuals who want convenient primary care that fits theirschedule, whether they're at home, work, or on the go.

The virtual-first primary care model doesn't remove the humanelement. Recently, a Harvard Business Review study found that 74percent of patients felt telehealth visits improved theirrelationship with their doctor. This level of access can helpreduce the need for in-person appointments, as people can reach outto their care team in real time to ask questions and treat symptomsas they arise. 

Conclusion Convenience, once a commercialretail concept, is now expected in nearly all aspects of healthcare. Consumers are increasingly more willing to use new models ofcare, opening up the doors for innovation to improve access,quality, and affordability — with the goal of leading to improvedhealth outcomes.

By listening to the voice of the consumer through insights andtrends, brokers can leverage what sets them apart — their knowledgeof the marketplace — and direct clients to the best coverage fortheir employees.

Rob Carnaroli serves as vice president of salesfor Sutter HealthPlus, a Northern California health plan offeringcomprehensive coverage and multiple commercial lines of businesswith access to Sutter's quality provider network—it's thehigh-value, integrated care experience today's employers andconsumers want.