As we head into fall open enrollment season, it's important for brokers to pause and scan the marketplace for their clients. In Northern California, the global center of technology and innovation, we're seeing clear trends in how people shop for and access health care. The single marketplace differentiator is convenience for consumers.

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

1. Same-day care The Amazon effect has changed the game in terms of consumer expectations. People look for goods and services on-demand. Why wait several weeks for an appointment with a doctor when you have the option to walk into a neighborhood retail clinic or walk-in care location? These sites are popping up across the country, offering quick and easy access for everyday care needs, including immunizations, allergies and infections. In fact, recent survey data from Accenture suggests that 62 percent of consumers consider convenience of appointment times as a deciding factor in their satisfaction with health care services.