Telehealth Users Prefer Doctor Services Over Direct-to-Consumer Care

The majority of telehealth users accessed virtual care services through their regular doctor or health plan, as opposed to direct-to-consumer telehealth platforms, according to new data from Morning Consult.

Telehealth gained popularity during the COVID-19 pandemic and stakeholders are working to keep up with the demand for virtual care. Companies have turned to direct-to-consumer telehealth platforms, which offer an immediate solution for minor health concerns. Meanwhile, payers and providers have started to implement specialized and primary care telehealth programs for their members.

While more than half (53 percent) of the about 2,200 survey respondents still prefer in-person care over telehealth, the number drops to 45 percent among adults who have used telehealth before, according to the survey results. Almost the same share of individuals who have used virtual care in the past said that they prefer telehealth (40 percent).

Importantly, the survey findings revealed that, despite the sudden increase in direct-to-consumer telehealth, most patients use telehealth through their doctor or health plan.

Seventy-two percent of telehealth users reported that they attended appointments through their doctor or health insurance, while 17 percent said they used on-demand telehealth services. Eleven percent reported that they used both types of telehealth services.

Although just under 30 percent of respondents said they have used direct-to-consumer telehealth, on-demand telehealth platforms are becoming increasingly popular. On-demand telehealth companies brought in $3.4 billion in venture capital funding through the third quarter of 2021, surpassing the $2.8 billion in 2020, according to Morning Consult.

Some direct-to-consumer companies are creating platforms to address specific health conditions that patients may struggle to find care for, or platforms that serve specific populations such as the LGBTQ community, experts noted.

On-demand telehealth comes with its own challenges, though.

As the virtual services are not with the patient’s regular primary care physician or other usual providers, patient data from an on-demand visit may not always make it to the patient’s EHR. On-demand virtual care could also lead to high costs down the line if it requires more follow-up care.

Additionally, patients may have to pay out of pocket for on-demand telehealth services because not all health plans offer coverage.

However, many payers are creating their own telehealth offerings for patients to receive virtual care through their health plan instead of seeking care through direct-to-consumer companies.

UnitedHealthcare and Cigna have both launched virtual-first health plans and payers like Regence and CVSHealth have introduced virtual primary care programs.

Telehealth companies such as Teladoc Health and MDLive have also started to offer virtual specialty and primary care services.

Regardless of access medium, the majority of telehealth users reported positive feedback about their visits. Around nine in 10 users said that their telehealth experiences were very or somewhat friendly, easy, affordable, and comfortable.

The data shows that telehealth in general yields high patient satisfaction. About two out of five telehealth users said that the payment process for their telehealth appointment was more convenient than it was for in-person care, according to the survey results. Meanwhile, about a third of respondents said telehealth payment processes were the same as in-person payment options. Only 13 percent said it was less convenient.