75% of Digital Conversations Are Becoming More Health-Conscious Following the Pandemic, Big Data Study Reveals
Healthcare, and overall health in general, has become one of the most frequently discussed topics since 2020 and the beginning of the COVID-19 pandemic. With the shift in focus towards personal health and healthcare, Americans are looking towards aspects such as their food consumption and physical activity levels to promote a healthier lifestyle and become more resistant to diseases and health-related conditions.
As we enter 2022, we can anticipate some potential trends in terms of healthcare and health-related mindsets. These trends and insights allow businesses and organizations to better understand consumers, broken down by segment, and better connect with and engage multiple consumer audiences.
ABOUT THE STUDY
To better understand the mindsets and expectations towards healthcare going into 2022, the AI-powered market research tech CulturIntel harvested over 19.6 million digital conversations about healthcare from December 2020 to December 2021.
Using its proprietary algorithm powered by artificial intelligence, natural language processing, and big data tools, CulturIntel mined all available open-source digital discussions available throughout 2021 to structure and cluster patterns in public opinion and predict trends for mindsets and expectations towards healthcare for 2022 across various segments. The methodology used to understand these mindsets arguably represents one of the most authentic sources of insight; not depending on a survey or poll.
Segments in this study include: Overall conversations, Hispanics, Black Americans, Asian Americans, people living with disabilities, and members of the LGBTQ+ community.
WHAT ARE THE TOP MINDSETS TOWARD HEALTHCARE?
The data reflects four top mindsets to describe people’s attitudes towards healthcare: In Denial, Reactive, Prevention-Focused, and Enhancement Seekers.
Throughout 2021, 75% of conversations were either prevention-focused or reactive, indicating that the overall segment is actively conscious about their health and taking the right measurements and precautions to ensure good health. Only 11% of conversations reflected an in-denial mindset or avoiding diagnoses and healthcare treatments, showing a potential trend for optimal health among Americans in 2022.
Considering 2022 is looking to continue shifting towards optimal health, we must also continue to empower reactive-driven groups to take more action towards their health by promoting the right tools and access to do so. On top of empowering reactive-driven groups, it is important to continue supporting those already in prevention mode.
TOP INSIGHTS AND TRENDS
PEOPLE LIVING WITH DISABILITIES
For example, people living with disabilities are 3.7x less likely to be in denial and 1.5x more likely to be reactive-driven compared to overall. 92% of their conversations are reactive or prevention-focused, likely a result of their existing relationship with healthcare resources. Segments like people living with disabilities must continue to feel supported throughout their journeys in order to continue feeling proactive in their mindsets.
BLACK AMERICANS
Black Americans, on the other hand, are 1.5x less likely than overall to have a prevention-focused mindset. While 80% of the conversations among Black Americans reflect a proactive mindset, it is important to understand the impact of social determinants of health on minority segments as a result of barriers to accessing treatment. Because of the historical mistreatment of Black American patients, they are more likely to be skeptical and mistrustful of HCPs. Other factors, such as finances, religion, and family priorities also play a role in SDOH. It is important to provide a patient-focused perspective from HCPs that works to remove these barriers and garner a better relationship with patients facing SDOH to move towards balanced health equity.
ASIAN AMERICANS
A balance between understanding your health and acting on it is crucial to maintaining a health-focused lifestyle. Asian Americans, more than any other segment, are focused on prevention. 4 in 10 conversations amongst Asian Americans actively acknowledge their health and potential diagnoses, and are taking measures to promote a healthy well-being and treat any conditions they may face. Because of these proactive measures, they are also 1.8x less likely than overall to feel denial towards their personal health, being the least likely segment to feel denial as a mindset.
HOW TO TURN INSIGHTS INTO ACTION
Staying on top of data trends allows businesses to not only better understand multiple consumer segments, but also to create more meaningful relationships and target various segments with a culturally relevant healthcare campaign that allows them to feel seen and heard based on their mindsets and attitudes towards healthcare as a result of the pandemic while allowing them to comfortable take steps towards a healthy and balanced life.
Want to learn more about what Big Data uncovered on healthcare expectations in 2021 and insights to spot key trends throughout 2022?
