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h e a l t h c a r e j u n e 2 0 0 8 What consumers want in health care Consumers are confused, concerned, and uncertain about their health insurance and financing needs. Companies should listen to them. Jenny Cordina and Shubham Singhal Article Faced with health care decisions, consumers are concerned, confused, and unprepared. at a They rely heavily on personal recommendations and brand recognition, according to a recent glance McKinsey study. As the industry shifts from a wholesale to a retail model, a new market of consumers is demanding clearer information and personalized support. A company that pays careful attention to their needs, desires, and habits stands to gain a significant advantage over its competitors in this quickly burgeoning market. In the quickly changing health care financing sector, decision-making power and financial responsibility increasingly fall to individuals instead of companies.1 But many consumers aren’t accustomed to shopping for health insurance, so they are not prepared for this additional responsibility. Feeling confused, concerned, and unprepared, they want personalized support to help them make and manage complex decisions—in particular, more relevant, understandable, and accessible options. This portrait emerges from a 2007 McKinsey survey, in which we questioned some 3,000 people—who have the option of choosing a health insurer—about their health care concerns, perceptions, and purchasing behavior. Our results reveal substantial opportunities in the health care financing sector for many current and potential players, including incumbent payers, financial-services providers, technology “infomediaries,” 2 and health care providers. Retail health consumers constitute a market worth hundreds of billions of dollars annu