In much of the world, healthcare is shifting toward a patient-centric model that parallels other industries.1 This has involved a prioritization of patient experience and a greater reliance on digital offerings and engagement, among other changes. The goal of this shift is to provide care that is better, more accessible, and more affordable.
In Latin America, healthcare has historically been challenging to access and relatively expensive. Consider that out-of-pocket healthcare costs in Latin America and the Caribbean average about 24 percent of total healthcare costs, compared with 14 percent in the European Union and 10 percent in the United States.2 Shifting to models that are more patient-centric, then, could have dramatic effects. But doing so requires understanding how Latin Americans think about care delivery and what changes they’d like to see.
About the survey
In April 2023, McKinsey surveyed 4,276 consumers across six countries in Latin America: Brazil (1,240), Colombia (827), Mexico (827), Argentina (475), Chile (475), and Peru (432). The survey tested perspectives on five main topics: health status, prevention and wellness, access, care delivery, and health products. Respondents came from high-, mid-, and low-income households, and half had at least one chronic illness.
McKinsey surveyed more than 4,200 people in Latin America to learn just that. The results provide insights into consumer healthcare behaviors and experiences, including how consumers approach prevention and wellness, how they finance healthcare, where they receive care, and what products—such as insurance plans and apps—could meet their needs (see sidebar, “About the survey”). The major takeaways include the following:
- Sixty-two percent of respondents said they deferred medical care, primarily because of accessibility and affordability issues.
- Digital channels have gained relevance as a reliable source of information for prevention and healthcare, with 26 percent of respondents relying primarily on them.
- Preferences are shifting toward more-convenient sites of care, with 34 percent of respondents expressing a preference for virtual or at-home care for low-complexity situations.
- Eighty-one percent of respondents are interested in health apps for wellness and preventive care—and many are willing to pay for them.
- Twenty percent of surveyed consumers want to acquire private insurance plans but cannot afford to do so.
We explore these and other findings in more detail, providing food for thought for healthcare stakeholders looking to reimagine the way they meet the evolving needs of Latin Americans.
Access remains a major issue in the region, with respondents deferring medical care mainly because of accessibility and affordability barriers
Sixty-two percent of respondents reported that they deferred medical care in the past 12 months. This refers to any kind of medical care, including vaccinations; blood tests; dental, medical, and gynecological visits; and imaging. The most common reasons for deferring care were insufficient accessibility and affordability; other reasons include not knowing where to go and a lack of trust toward health professionals, highlighting the importance of guiding and educating consumers to avoid care deferral and prevent illness.
Thirty-five percent of respondents pay out of pocket for some private care.1 Respondents across countries purchase similar products and services: medication (18 percent) and physician consults (12 percent) are the most common expenses, followed by nutrition (such as supplements or care from a nutritionist) and dental.
Digital channels have gained relevance as a reliable source of information for prevention and healthcare
Many Latin Americans still see doctors as the most reliable source for healthcare information, with about 44 percent of respondents preferring them, but 26 percent of respondents say social media and health apps1 are their primary sources of information. This figure varies by country, with 21 percent of respondents in Peru relying on social media, for example, and 18 percent of respondents in Colombia relying on insurance companies.
Respondents are open to virtual care, particularly for low-complexity and follow-up care
In addition, consumers are using digital channels for care and will continue to do so. Forty-one and 48 percent of respondents prefer virtual care for low-complexity and follow-up care, respectively, with the highest-reported willingness coming from Brazil, Colombia, and Peru. Low-complexity care refers to care for mild symptoms, such as a cough, minor headache, or sore throat. Convenience in transportation (25 percent), ease of scheduling (13 percent), and cost (11 percent) are some of the reasons why respondents prefer telemedicine. Accessibility and affordability are the main reasons that consumers defer care, and telemedicine costs less and is easier to access.1 Expanding the options for digital care thus could reduce barriers to care for Latin Americans. In addition, 73 percent of respondents reported a positive experience with or outlook on purchasing medications online, further reinforcing healthcare consumers’ openness to digital channels.
Interest in health apps for wellness and preventive care is also high
The survey also revealed that respondents are interested in health apps for wellness and preventive care—and 81 percent are willing to pay for them. Most respondents would be willing to pay less than $6 for such an app, but some are willing to pay more than $10. Through these apps, respondents would like the ability to have virtual appointments (16 percent), monitor health indicators (15 percent), and set goals and complete challenges (13 percent).
The industry may have an opportunity to improve affordability and accessibility through digitalization, which could decrease the level of deferrals and increase adherence to preventive care.
Many respondents express preference for receiving most types of care in more convenient settings, such as virtually and at home
Our research shows that many respondents prioritize convenience when choosing sites of care. While 42 percent still prefer to visit a healthcare facility1 for low-complexity needs, 34 percent prefer to receive this care virtually or at home. In addition, 30 percent of respondents would prefer to receive follow-up care for chronic illnesses at home or at commercial establishments such as pharmacies and supermarkets. Preference for receiving care at commercial establishments is particularly high in Mexico, potentially because the country boasts roughly 44,000 pharmacies, where doctors offer more than ten million consultations a month.2 Argentina, meanwhile, has no commercial establishments as sites of care, and Brazil, Chile, Colombia, and Peru are just starting to develop this offering. As patients’ preferences shift toward nontraditional sites of care, various industry players could benefit from expanding their at-home and virtual service offerings or venturing into retail offerings.
About 20 percent of surveyed consumers would like to acquire private insurance plans but can’t afford them
Out of the 62 percent of respondents who don’t have private insurance, about 20 percent of them would be interested in acquiring it but can’t afford it. We asked respondents to choose from a set of plans that were more accessibly priced, with different coverage options, to understand their preferences and priorities: almost half reported that they would prefer having a general practitioner as gatekeeper if the plan was 10 to 20 percent cheaper, and about 18 percent would prefer a restricted network plan (in which the insurance company chooses the health systems and clinicians the patient can access). Insurers have an opportunity to address consumer barriers by understanding consumer sentiment about potential trade-offs and by designing products to better meet these needs.
Most survey respondents are interested in health services memberships
We also surveyed respondents about their interest in and willingness to pay for different access mechanisms, such as subscription-based products. According to the results, the most desirable product is preventive-care membership: 38 percent of respondents are interested, and they’re willing to pay a weighted average of $8.90 per month for a fixed-price membership covering preventive care based on respondent risk factors. A medication and lab test discount membership was also highly desirable: 37 percent of respondents expressed interest and a willingness to pay a weighted average of $7.80 per month in exchange for a 30 percent discount on these products.
Access to health services in Latin America is highly inequitable. Wealthier consumers are focused on convenience and experience, while middle- and lower-income individuals still struggle with affordability and access. However, consumers across different income levels are generally open to considering products and services that meet certain needs and expectations.
Incumbents, innovators, investors, and policy makers have a unique opportunity to address the evolving needs of Latin American consumers by investing in new business models, expanding digital services along the value chain, and designing affordable healthcare plans that put patients at the center.
