In a complex and confusing healthcare system, Asia-Pacific consumers increasingly expect simplified and convenient experiences. According to a Bain survey of 1,750 consumers in Australia, China, India, Indonesia, Malaysia, the Philippines, and Singapore, more than 90% want a single touchpoint to coordinate their healthcare needs, compared with 70% in 2019.
That expectation is being fulfilled differently across the Asia-Pacific region. Virtual touchpoints are gaining significant ground in markets with limited primary care and new digital natives, such as China and Indonesia. But consumers in mature healthcare markets, such as Singapore and Australia, favor physical clinic visits. In these markets, digital healthcare isn’t replacing established systems, but rather, it’s enabling more connected, hybrid experiences.
These integrated offline-to-online models have the potential to deliver better patient experiences while optimizing cost and efficiencies for care providers. After all, the notion of hospitals as de facto healthcare providers is slowly fading away. Many consumers are ready to explore new care options, but to transform healthcare delivery and scale digital healthcare, trust must be realigned across the system.
In most Asia-Pacific markets, consumers still trust care providers and pharmacies the most, with technology companies lagging far behind. On average, consumers in Australia, Singapore, Malaysia, and the Philippines trust traditional primary care providers to coordinate and manage their care about 30 percentage points more than digital players. However, in developing markets such as India and China, the gap has closed considerably. Consumers trust primary care providers only 2 to 8 percentage points more than technology companies. In Indonesia, 65% of consumers trust technology companies to manage their care.
As digital adoption increases across the Asia-Pacific region, advantages for offline providers will diminish. The winning healthcare companies of the future will be those that develop seamless exchanges between their online and offline delivery models.