Consumers aren’t waiting for healthcare to evolve: they are already redefining what access means. They hope to make care affordable and available, but that’s just the beginning. Increasingly, they also demand experiences that are convenient, personalized and digitally seamless. When those expectations are not met, they do not hesitate to look elsewhere.
Understanding this shift requires more than demographic segmentation or digital analytics. It requires a behavioral lens. Maslow’s hierarchy of needs and the transtheoretical model (TTM) offer complementary frameworks that, when applied in conjunction with travel sciencereveal a spectrum of motivations that drive healthcare decisions today.
- Maslow helps us understand the “what”: the needs that consumers are trying to satisfy, from cost and access to convenience, trust, and autonomy.
- TTM explains the “how” – the stages people go through as they prepare to care.
But in today’s healthcare environment, these needs and behaviors do not develop in a predictable sequence. Instead, consumers express a unique combination of fundamental requirements and lifestyle-driven expectations, shaped by digital-native habits and experiences in other service industries.
This convergence of digital and human needs reframes how healthcare organizations should think about access to care.
The following five themes illustrate how a digital strategy based on Maslow’s hierarchy, the transtheoretical model, and consumer insights can help healthcare leaders reduce friction, deepen engagement, and deliver measurable value across the care continuum.
Maslow’s hierarchy reinvented for modern healthcare
Consumers still worry about the basics: cost, insurance acceptance and appointment availability. But they also expect experiences that reflect their identity, preferences, and time constraints. These expectations correspond to Maslow’s Hierarchy of Needs, but not in a linear way.
- Fundamental needs: Insurance acceptance, out-of-pocket costs, appointment availability
- Psychological needs: Trust in providers, comfort with care teams, digital convenience
- Self-actualization needs: Personalized experiences, proactive health management, perfect coordination
Strategic vision: Consumers are combining survival needs with lifestyle demands. Digital transformation must address both simultaneously.
Behavior Change is a Journey: Use the Transtheoretical Model to Guide You
TTM offers a behavioral framework that aligns with how consumers interact with healthcare:
| TTM stage | Digital strategy alignment |
|---|---|
| Precontemplation | Awareness campaigns, education on care options. |
| Contemplation | Transparent pricing, supplier reviews, digital tools |
| Preparation | Easy programming, insurance verification, virtual options |
| Action | Perfect bookings, reminders and tools for caregivers |
| Maintenance | Follow-up care, loyalty programs, satisfaction surveys. |
Why it is important: Aligning digital tools with behavioral stages helps consumers move from passive to proactive engagement, improving both outcomes and retention.
Caregivers are the hidden power users of your network
One in three respondents in our 2025 Access to Care Healthcare Research Study identified as caregivers. These important participants not only support others. They often make decisions about care teams, insurance plans, appointments, and more.
That means one person’s healthcare decisions can influence the outcomes and satisfaction of an entire household and beyond. Ignoring this person means missing out on an important driver of patient loyalty and continuity.
Design for caregivers by allowing:
- Multi-profile programming
- Shared access to care plans and records.
- Optimized communication between care teams
Friction is costly and avoidable
When scheduling is difficult, people delay care or abandon it altogether. This is not just a question of patient experience. It’s a question of income and health outcomes. Our 2025 Access to Care Healthcare Research Study revealed that:
- 33.8% of caregivers reported difficulties scheduling care
- 23.3% of all respondents who reported friction in scheduling appointments said it led to worse health
- More than 50% of those who experienced friction switched providers
Actionable moves:
- prioritize multimodal engagement (digital, telephone, in person)
- Integrate financial transparency in workflow scheduling
- Design for caregivers—the hidden influencers of health decisions
Healthcare competes with commerce and is losing ground
Digital care platforms are gaining ground because they are easy, fast and transparent. Consumers aren’t comparing healthcare to other hospitals or membership portals — they’re comparing it to Amazon, Uber, and their favorite apps.
Strategic Response:
- Treat Find a provider as your digital front door
- Wear AI and predictive analytics to match patients with appropriate care, then chart the path to scheduling and receiving care as fluid as possible
- Partner with urgent care and digital platforms to expand the reach
Final Word: Build for Behavior, Not Just Compliance
Access is not a single point: it is a cascade of decisions, behaviors and expectations. By aligning digital strategy with a deep understanding of consumer behavior, whether through the lens of Maslow’s Hierarchy of Needs, the Transtheoretical Model (TTM), or journey sciences, healthcare leaders can design systems that are not only more human but more effective.
Access is the new front door. Make sure it opens easily.
Ready to improve access to care?
If you’re exploring how to modernize your digital front door, consider starting with a strategic assessment. Align your goals, audit your content, and evaluate your technology stack. The path to better outcomes starts with a smarter, easier way to help patients find care.
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