This report outlines the striking results when we surveyed consumers about virtual care in May 2021 and both consumers and clinicians in March 2022.
Back in May 2021, many Australians hoped their lives were about to return to ‘post-pandemic’ normalcy. Instead, a tumultuous period followed. New COVID-19 variants prompted further lockdowns in several locations, as well as extended state and international border closures (and then re-openings). Many employers and workforces continued hybrid working experiments while, at various times and places, parents and teachers steered children through more home schooling (and then school re-openings). And even in the health sector, where COVID-19 presented enormous challenges, there were silver linings too. Chief among them: the increasing appetite among consumers and clinicians to access healthcare virtually.
That growing appetite was evident in March 2022, when we surveyed more than 2,000 consumers to understand how preferences and sentiment towards virtual care had changed since the year before. Our findings are outlined in this report, along with some notable conclusions and considerations for those who lead Australia’s health organisations.
Figure 2: Survey sample key demographics
Our Consumer Survey in March 2022 revealed how consumer attitudes towards virtual care had changed since May 2021. In this section of the report, we highlight four notable trends for health leaders to consider.
The percentage of consumers who are ‘likely’ or ‘very likely’ to use care virtually (via video consultation, remote monitoring, or asynchronous communication with clinicians) has shown a statistically significant increase of 6 percentage points (up to 50% in March 2022, from 44% in May 2021). This may be driven by consumers’ growing acceptance, capability, and positive experiences of using virtual care.
As virtual care becomes more mainstream, a growing number of Australians acknowledge the upsides of it. In March 2022, 73% of respondents said they could see the benefits of accessing their care virtually (up 5% since May 2021).
Clinicians are keenly aware of the current (and potential) benefits of virtual care. In our survey, many pointed to the ability to:
It will save time - 43%
Convenience of accessing care from home - 34%
Timely access to care - 29%
It will save money - 25%
In March 2022, there was a 10% increase in consumers stating that virtual care will save them time. This benefit will remain highly valued by all Australians, including the many thousands who are making the adjustment to hybrid working arrangements.
In May 2021, 30% of respondents were ‘comfortable’ or ‘very comfortable’ having a virtual care consultation with a medical care provider who they had never met before. By March 2022, there was a statistically significant increase, up to 36%.
The consumer segments who displayed the greatest increase in comfort levels were:
Single consumers with dependents - Up 13 percentage points
Consumers in rural areas - up 12 percentage points
LGBTIQ+ consumers - up 10 percentage points
NSW/ACT residents - up 9 percentage points
This trend may be a signal that consumers are prioritising access to the right care – rather than prioritising the relationship they have with a particular provider. After two years of deferred elective care, consumers may be placing more urgency on timely access to care – rather than waiting for specific providers.
In both surveys (March 2022 and May 2021), CALD and vulnerable populations demonstrated a higher preference for virtual care options. Notable findings for health leaders include:
Most virtual care services require patients and clinicians to ‘opt in’ and actively choose to use them. It’s therefore essential that clinicians understand and experience the benefits of virtual care. Unless they do, they won’t recommend virtual care to their patients.
In March 2022, we surveyed clinicians in Australia to understand their views on virtual care. It was clear that clinicians saw many benefits in virtual models of care and are interested in using these. However, clinicians did express some reservations about virtual care and pointed to certain activities that they felt were not well suited to virtual delivery.
Clinicians are keenly aware of the current (and potential) benefits of virtual care. In our survey, many pointed to the ability to:
Deliver care services to patients in the comfort of their own homes and surroundings - 63%
Provide patients with quick answers to simple questions - 48%
Better collaborate with primary carers and/or family members regarding the care of a patient - 41%
Provide more timely care for patients - 41%
However, clinicians also raised some reservations about virtual care. These included perceived risks associated with:
Clinical misdiagnosis due to missing information about a patient (48%)
Difficulties for patients who are not comfortable with using technology to receive healthcare (45%)
The ability of current funding models to subsidise the provision of virtual care services to patients (42%).
Our surveys suggest that there is a growing appetite among Australians to access health services via virtual channels. Below, we outline some considerations to assist health leaders and policy makers, as they seek to move services and organisations in alignment and consideration of consumer and clinician preferences.
Health services should continue to focus on building hybrid models of care that seamlessly integrate both virtual and in-person care offerings in a single model of care. To succeed, a hybrid model needs to be grounded in excellent experiences for patients and clinicians.
For health organisations, experience-led design requires a relentless focus on:
easy onboarding
simple navigation of technology
training so that systems can be used effectively, confidently and reliably
accessible, efficient troubleshooting and support
ongoing measurement and monitoring of patient-reported outcome and experience measures.
Consumers have growing confidence in receiving care from clinicians that they have never met before. This presents the opportunity for health services to use virtual care models to rebalance the workforce within certain locales — with appropriate specialists in low demand areas providing virtual consultations and support in places of higher demand. This may also help alleviate elective care backlog and waitlists.
Every health leader is keenly aware of the physical and mental toll their frontline workforces have suffered in recent years. Ongoing respite is needed, so supplementing exhausted health workforces with virtual ones can help provide essential recovery time and/or specialist advice, decision support and reassurance.
Survey respondents from rural/regional, CALD and LGBTIQ+ segments show a notably high interest and uptake of virtual care. This presents an opportunity for health leaders to design inclusive and accessible virtual models of care.
For example, there is anecdotal evidence that many people from CALD backgrounds value the opportunity to interact with clinicians via virtual care while being supported by friends and family members who can navigate language barriers and cultural sensitivities. CALD people’s take-up of virtual care solutions will further increase when more services enable and support interactions with friends and family.
All of which serves to underline the importance of flexibility when designing and developing virtual care solutions. The ability to tailor virtual care to suit different consumer preferences will increase the rate of virtual care adoption and retention. And such flexibility can also enable virtual care services to adapt and remain relevant, as consumer preferences change over time.
To better understand your organisation's virtual health maturity, complete our virtual health maturity diagnostic self-assessment. This tool enables you to evaluate your organisation in nine essential elements of virtual health. Having considered your organisation’s current virtual health maturity – alongside your vision for the future – you can identify steps to elevate and expand your virtual health models.