COVID-19 Consumer Healthcare Insights: What 2021 may hold

As COVID-19 vaccination rates grow, more Americans are citing their interest in receiving a vaccine, and many cite satisfaction with process.

Update: February 19, 2021

As COVID-19 vaccines become more available, more Americans are citing an interest in receiving them. A McKinsey Consumer Survey conducted in mid-February found more Americans moving into the “Interested adopter” category, citing a plan to request or schedule a vaccination.

Notably, the majority of respondents cited satisfaction with the process, including 81 percent who said there were satisfied with the ease of scheduling and appointment times. Personal connections also appear to be a factor in vaccination: Nearly half of respondents said they made a recommendation to receive a vaccine, of which two-thirds were in a personal conversation to friends and family. The highest level of satisfaction from respondents related to the vaccine rollout was for doctors/healthcare providers. Physicians and the Centers for Disease Control and Prevention remain the most trusted sources of advice to receive the vaccine.

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However, there is room for improvement: More than a fifth of respondents said they were unsure if they were eligible to receive the vaccine. Almost half said they would be most comfortable receiving the vaccine in a doctor's office, while that has only occurred for 9 percent of those respondents.

The insights in the below presentation draw upon findings from McKinsey’s Consumer Surveys from February 19, 2021; January 4−11, 2021; and in 2020: November 20−December 6, October 22−26, September 5−7, July 11−14, June 4−8, May 15−18, April 25−27, April 11−13, March 27−29, and March 16−17.

January 22, 2021

As COVID-19 vaccines begin, a January 2021 McKinsey Consumer Survey finds American consumer respondents are optimistic and cautiously eager to resume their daily lives. More than two-thirds of respondents surveyed between January 4–11, said they expect the COVID-19 pandemic to be better within the next nine months. Consumers do report, however, anxiety and depression due to COVID-19 (30 percent report high anxiety or depression), though 64 percent expect the COVID-19 situation will be better nine months from now assuming a vaccine is available.

As discussed in “COVID-19 vaccine: Are US consumers ready?” consumers are continuing to evaluate access and desire to receive the COVID-19 vaccine. Interest is growing, however, those in the “unlikely” to vaccinate segment report behaviors and activities that may drive disproportionate COVID-19 spread (for example, more than 3.5 times less likely to social distance or wear masks in indoor public places, approximately 2 times more likely to go to bars/nightlife). Respondents said their concerns around side effects declined slightly since December, while respondents said their top reasons for getting the vaccine included thinking it would protect them and that it was the responsible thing to do. Fifty-six percent of respondents said they would be comfortable receiving a COVID-19 vaccine at a physician’s office, compared to only 13 percent feeling comfortable receiving it at their place of employment.

In the meantime, an opportunity remains to improve adherence to safety recommendations as approximately 70 to 80 percent of respondents say they are following recommended guidelines most of the time and have a wide range in belief in the effectiveness of these guidelines (for example, 68 percent believe social distancing is highly effective). Many respondents plan on partaking in activities that could put them at greater risk to COVID-19 in the next four weeks (for example, 14 percent plan to attend a get together with people outside of their immediate family indoors, more than 70 percent planned to go to a grocery store, while more than 50 percent expected to visit a retail store).

Two-thirds of respondents said they knew have known someone diagnosed with COVID-19, while 58 percent of respondents said they have attempted to get tested for COVID-19. That is a 22-percentage-point increase since October.

Care behaviors are shifting as more respondents say that they are returning to in-person care (54 percent going to their physician’s office) and shifting away from telemedicine (up to 15 percentage points across types of care), while satisfaction relative to in-person care declining (12-percentage-point decline since October). There appears to be continued emergence of new health-related behaviors across activities tested as many respondents showed a range of 10 to 15 percentage points for starting new behaviors or interested in them (for example, home health).

The insights in the below presentation draw upon findings from McKinsey’s Consumer Surveys from January 4−11, 2021, and in 2020, November 20−December 6, October 22−26, September 5−7, July 11−14, June 4−8, May 15−18, April 25−27, April 11−13, March 27−29, and March 16−17.

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