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.