A new study looks at the future of the primary care physician, in a time when market changes and consumer preferences are creating new options for patients.

The report, by consulting firm WD Partners, notes that primary care physicians (PCPs) have been the traditional provider for health care for most Americans—but that reality has been changing. Clinicians such as physician assistants and nurse practitioners have become trusted providers for many patients. More recently, urgent care clinics, retail clinics, and virtual health care services have grown in popularity, especially for younger consumers, who put a premium on convenience.

In addition, provider shortages have long been a subject of concern. The study estimates that the U.S. will face a shortage of 50,000 primary care physicians in the next decade.

Quality, but also practicality

The study surveyed 2,600 health care consumers in the U.S. The findings suggested that consumers valued the relationship they have with providers, but that there were practical factors that ranked high as well.

When asked to list the top factors in why they chose their health care provider, the No. #1 answer was “covered by insurance,” at 61 percent, followed by “good quality of care,” at 54 percent. “Health care professionals I am familiar with” and “professionals I trust” ranked third and fourth for why providers were chosen, at 53 percent and 52 percent, respectively. “Convenient location” rounded out the top five, at 39 percent.

For the type of facility they preferred, the majority were again more traditional: 85 percent chose a primary care clinic for care in the last six months. But 42 percent also listed an urgent care clinic as a place they went to for care, 27 had been to a hospital emergency room, 18 percent had been to a retail clinic, and 5 percent listed a health care service that delivers services to consumers' homes.

The study finds those numbers significant, when looking at the context of available options.

“Currently, there are only 7,600 urgent care clinics and less than half that – only 3,000 – retail clinics,” the report said. “So it's not surprising that only a little more than a quarter of respondents actually visited an urgent care in the last six months. Given the small number of urgent cares available to millions of health care consumers, this number shows growing interest in urgent care as a serious PCP alternative.” The same dynamic is in play for retail clinics, the report added, but questions about quality of care has been a drag on retail health care's reputation.

Younger Americans seek convenience

The report underlined what other studies have shown: younger consumers put a high value on convenience. Overall, the study found younger generations had lower levels of satisfaction with the current health care system (Gen Z was at 44 percent reporting high satisfaction, millennials were at 45 percent), while boomers (73 percent) and the silent generation (79 percent) were much more likely to report being highly satisfied with traditional PCP arrangements.

In addition, younger generations were more likely to say speed of delivery and convenience were important features of care, older generations listed quality and insurance coverage as the most important factors. Younger patients were also much more interested in virtual care: when asked if they would prefer care delivered to them at home via phone, computer, or devices, only 9 percent of the silent generation agreed or strongly agreed; 40 percent of Gen Z and millennials agreed or strongly agreed.

“The younger [the patients] are, the more likely that they haven't established a PCP, or if they have, they may have changed doctors due to moves and employment-related work changes,” the report said. “Again, logic dictates that for younger patients, familiarity and history wouldn't matter as much—making space for less familiar alternatives that can better meet their needs for convenience.”

A blend of approaches

The WD report explores consumer attitudes about changes in care delivery in depth, and it concludes that the future of health care will be a blend of approaches, depending on consumer demand. Primary care clinics and their physicians, the study said, “… Must consider fundamental changes in order to satisfy the needs and desires of younger consumers, which differ dramatically from PCPs' largely happy older patients.”

“Urgent care facilities have a great deal of potential to build on their 'middle ground'—that is, they are perceived as providing convenience and efficiency without as much of the quality-of-care sacrifice that is currently hurting the reputation of retail clinics,” the report added.

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Traditional primary care still popular, but demand for alternatives is growing

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