"We found that many consumers increased their usage of retail health during the pandemic in an effort to make fewer trips and avoid overcrowded doctors' offices," researchers wrote in the 27-page report, "Healthcare Ecosystem 2021: Retail's Role in the Future of Care," which collects survey data from 500 consumers and 250 retail healthcare executives across the United States. "The convenience they experienced will permanently alter their behavior."

The report provides insights to help the health care industry better navigate changing consumer expectations and driver better patient experiences. Among the key findings:

• Almost one-third (32%) of consumers said COVID-19 increased their usage of retail health clinics.
• Nearly three-quarters (74%) of retail health care executives reported that the pandemic has increased either the volume or revenue — or both — of their health care offerings.
• More than three-quarters (77%) of consumers have one or more prescriptions that require regular pharmacy visits for refills. Of those consumers, 56% would consider using retail health care for such other services as preventive care, primary care, and/or physical exams.

Room for improvement

Despite that good news for retail health clinics, misconceptions and wariness still abound among some consumers, as 47% of respondents said they are not confident in the quality of care provided at such clinics. What's more, one in 10 respondents wasn't even aware that retail health clinics accept most major health insurers.

What's more, only 21% of retail health care companies are using available communication methods to encourage repeat visits from consumers, and 70% are failing to guide patients toward relevant in-store products that could lead to more sales.

Additionally, the report found that retailers aren't meeting consumers' digital expectations. Only 16% of consumers find paper signage valuable in retail health interactions, while most prefer mobile apps, web portals, and virtual waiting rooms. And only 38% of consumers say they remember being invited to download a mobile app or visit a web portal when they visited a retail health care clinic. Contrast that with 93% of retail healthcare executives who report they are satisfied with their company's mobile app and/or web portal, and it's clear there's still work to be done to amplify in-store environments, move consumers to action, and maximize digital tools.

"This unprecedented time is giving retailers a once-in-a-generation opportunity to redefine the retail health care space," Scott Axonovitz, chief revenue officer at UPshow, said in a statement. "Retailers that recognize consumers' changing healthcare needs and amplify their in-store environments through digital-first communication channels will be best positioned to succeed." "Consumers are fickle, but their motivations are not," added the report's authors. "Today's consumers are increasingly motivated by convenience, trust, and experience. They want quick, consolidated access to high-quality products and services in an environment that minimizes stress while keeping them engaged, informed, and entertained."