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Clinical Laboratories and Pathology Groups

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Clinical Laboratories and Pathology Groups

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Pennsylvania Legislature Advances Bill Lifting Restrictions on Advertising by Clinical Laboratories

Sponsors cited the rise of healthcare consumerism in proposing the bill, which passed unanimously in the State Senate

In what appears to be a step forward in fostering more consumerism in healthcare, the Pennsylvania State Senate has unanimously passed Senate Bill 712 which removes the state’s prohibition on consumer advertising by clinical laboratories. The bill passed on a 45-0 vote and amends the state’s Clinical Laboratory Act, originally enacted in 1951. It now heads to the Pennsylvania House of Representatives.

The newly approved legislation will “eliminate regulations preventing patients from learning about diagnostic testing and services provided by local clinical laboratories,” according to a press release issued by the Pennsylvania Senate Republicans.

Republican state Senator Rosemary Brown was the bill’s primary sponsor. She was joined as co-sponsors by a bipartisan group of colleagues.

“The regulations prevent patients from learning about clinical laboratories and the services they provide,” Brown said in the press release. “Patients deserve to know about their options when they are selecting a clinical laboratory to perform these important tests and procedures.”

The press release noted that Pennsylvania is the only state that prohibits clinical laboratories from advertising to residents.

“It’s time for Pennsylvania to catch up with the rest of the nation and enable patients to have access to this information,” said co-sponsor of the bill Republican Senator Tracy Pennycuick (above) in a press release. “Our bill would enable advertising while maintaining the important consumer protection provisions that ensure tests and procedures can only be performed based on a doctor’s order.” Once enacted into law, clinical laboratories in Pennsylvania will be able to advertise their services just like labs in other US states. (Photo copyright: Montgomery County Republican Committee.)

Details of Senate Bill 712

The bill applies to clinical laboratory tests ordered by licensed healthcare practitioners and performed by the medical laboratories themselves. Labs are prohibited from making claims “about the reliability and validity of the testing that is inconsistent with the testing proficiency standards” in federal law, the bill states, and labs must disclose that the test “may or may not be covered by health insurance.”

Brown, Pennycuick, and co-sponsor Republican Senator Lynda Schlegel Culver, discussed the need for the new legislation in a March 2023 memo, observing that 70% of healthcare decisions are influenced by clinical laboratory tests.

“As our state and the nation’s healthcare system continues to grow and evolve, consumers are demanding greater transparency and to be more engaged in how healthcare is delivered to them,” they wrote, adding that the state’s current restrictions are “outdated.”

“We believe permitting outreach to Pennsylvania consumers with accurate, scientifically based diagnostic information can be a source of personalized, highly relevant insight to help foster better, more informed dialogue with licensed healthcare providers, which enables Pennsylvania consumers to take action to improve their health,” they wrote.

“Patients should have access to information about the services and procedures available at their local clinical laboratories,” said Senator Culver in the press release. “I want to make sure patients can make informed decisions about where and how to obtain these important health services. Our bill would remove the gag order on this specific set of healthcare services.”

Similar legislation, HB1558, sponsored by Republican Representative Paul Schemel, is currently pending in Pennsylvania’s House of Representatives.

Larger Push for Healthcare Consumerism

Dark Daily and our sister publication The Dark Report have reported extensively about the rise of consumerism in healthcare—including factors such as price transparency—as it applies to medical laboratories.

In “Pathology Groups and Clinical Laboratories Have Unique Opportunity to Take Leadership Role in Healthcare Consumerism,” we reported how employers and healthcare policymakers are seeking ways for consumers to take more active roles in their healthcare. That includes requiring more out-of-pocket payments from patients to control prices, and quality metrics, so patients can select hospitals, doctors, and clinical laboratories based on price and performance.

And in “Millennials Set to Reorder Healthcare and Lab Testing,” The Dark Report advised clinical laboratories on the need to reconfigure key aspects of their services to accommodate the rising numbers of Millennials in the workforce. For example, these consumers are accustomed to using mobile devices to interact with retailers and want the same convenience when obtaining healthcare services from doctors and labs.

Global management consulting firm McKinsey and Company addressed many of these issues in report titled, “Driving Growth through Consumer Centricity in Healthcare.” The authors suggested that healthcare providers need to “redefine the consumer experience” by emulating “consumer-focused companies in other sectors” with “personalized offerings and services, value-based pricing, and an elevated experience—all from distinctive, high-quality brands.”

The report also noted that providers still have a lot of work to do. “Many consumers believe that the health system does not support their care needs, and they perceive that the quality of their healthcare is negatively affected by their personal attributes, including income, insurance coverage, weight, and age, among other factors,” the authors wrote.

Huron, a healthcare consulting company, identified five current trends in healthcare consumerism based on a survey of US consumers, Healthcare Dive reported. They are:

  • Greater digital functionality, including telehealth, wearable devices to report health data, and mobile apps for scheduling, communication, and payment.
  • Affordability, shorter wait times, and online ratings as factors driving consumers to choose providers.
  • Accurate diagnoses and effective treatment plans as drivers of consumer satisfaction.
  • Increasing demand for technology-enabled conveniences such as virtual care.
  • More price transparency in response to concerns about affordability.

Pennsylvania’s decision to join the rest of the nation and allow clinical laboratories to advertise their services may be evidence that the growing number of consumers who want direct access to medical care and the ability to choose their provider—be it hospital, physician, or clinical laboratory—are encouraging the pathology and medical laboratory professions to lobby their state lawmakers to make it easier to advertise their services to the public.

—Stephen Beale

Related Information:

Senate Approves Bill Eliminating Regulation That Denies Patients Access to Information about Laboratory Services

Consumerism in Healthcare

Driving Growth Through Consumer Centricity in Healthcare

Five Healthcare Consumer Trends to Prepare for

Pathology Groups and Clinical Laboratories Have Unique Opportunity to Take Leadership Role in Healthcare Consumerism

Millennials Set to Reorder Healthcare and Lab Testing

Understanding Gen Z’s Approach to Healthcare Helps Clinical Laboratories Learn How to Better Meet Their Needs

Healthcare providers of all types will benefit from acknowledging Gen Z’s preference for digital interactions, self-testing, and over-the-counter medications

Each generation has its own unique connection to how it manages its health, and the latest studies into the healthcare habits of Generation Z (aka, Gen Z or Zoomers) are providing valuable insight that savvy clinical laboratory managers and pathologists—in fact all healthcare providers—can use to better serve their Gen Z patients.

According to McKinsey and Company, Gen Z’s “identity has been shaped by the digital age, climate anxiety, a shifting financial landscape, and COVID-19.” And Pew Research states that Zoomers “are also digital natives who have little or no memory of the world as it existed before smartphones.”

As the largest demographic, “Gen Z stands 2.6 billion members strong. … Globally, they hold purchasing power of more than $500 billion and mobile buying power of $143 billion,” wrote Stacy Rapacon, Managing Editor at Senior Executive Media, in an article she penned for HP’s The Garage.

Meeting Gen Zers’ healthcare needs on their terms would seem to be a judicious choice.

Bernhard Schroeder

“Gen-Z’s buying power may exceed $3 trillion,” wrote Bernhard Schroeder (above), a clinical lecturer on integrated/online marketing at San Diego State University, in Forbes. “Their spending ability exceeds the gross domestic product of all but about 25 of the world’s countries.” Thus, it behooves healthcare leaders, including clinical laboratory managers and pathologists, to consider how best to approach treating Gen Z patients. (Photo copyright: San Diego State University.)

Gen Z Leads in Digital Healthcare Use, Self-testing, OTC Drugs

“Gen Z engages in every type of digital healthcare activity more than other generations,” a recent study by PYMNTS noted. A total of 2,735 consumers were surveyed, and though all reported using digital healthcare to some degree, Gen Z stood out.

Patient portal access was the highest digital method accessed by Zoomers (62%), followed by telemedicine appointment usage (55%), the PYMNTS report found.

Knowing the direction Gen Z is trending may lead clinical laboratory leaders to expect self-testing to be on the rise, and that hunch would be correct. “There are two converging trends; the rise of women’s health technology and increased use of at-home sample collection for diagnosis tests,” Clinical Lab Products reported.

“Ongoing innovation in these areas could significantly improve the accessibility of women’s health testing. It will also have repercussions for labs, potentially changing the way samples are received and processed, and the way results are distributed. The quantity and quality of samples may be impacted, too. It’s important for labs to be aware of likely developments so they can prepare, and potentially collaborate with the health technology companies driving change,” CLP noted.

Another area feeling the impact of Gen Z’s healthcare spending is the over-the-counter (OTC) drug market.

“Since the pandemic began, more Americans are paying closer attention to their symptoms and looking for easily accessible information about over-the-counter medications, especially for allergies, coughs, and headaches,” said Kim Castro, Editor and Chief Content Officer for US News and World Report, in a press release.

Zoomers Want Healthcare on Their Own Terms

Gen Z grew up with the internet, Amazon, Netflix, Google, and social media since birth.

“The ‘norm’ they experienced as children was a world that operated at speed, scale, and scope. They developed an early facility with powerful digital tools that allowed them to be self-reliant as well as collaborative,” anthropologist Roberta Katz, PhD, a senior research scholar at Stanford’s Center for Advanced Study in the Behavioral Sciences (CASBS) told Stanford News.

As digital natives, Gen Z can be more science and data driven and yet still expect to find health advice on YouTube or TikTok. According to an article published by Harvard Pilgrim Healthcare, “Gen Z is the first generation to grow up surrounded by digital devices, and they expect their health benefits to be digital, too. From choosing a benefits package to finding a provider, Gen Z wants to take care of their health on their own terms. And that may just include video chatting with a doctor from the back of an Uber.”

In its 2022 US Digital Health Survey, research firm Insider Intelligence found that “Half of Gen Z adults turn to social media platforms for health-related purposes, either all the time or often.”

“Gen-Z will make up 31% of the world’s population by 2021 and they have deeply formed perceptions and beliefs … This has led to an amazing change in the way Gen-Z is disrupting several industries simultaneously,” wrote Bernhard Schroeder (above), a clinical lecturer on integrated/online marketing at San Diego State University, in Forbes.

What Can Clinical Laboratories Learn from These Findings

Gen Z seeks accuracy and trustworthy information. “Gen-Zers’ natural penchant for skepticism and frugality—coupled with low levels of confidence in the US healthcare system—makes them less likely to trust providers, more likely to research prices before seeking care, and more apt to worry that their health insurance won’t cover their treatment,” Insider Intelligence noted.

According to Contract Pharma, “Gen Z is concerned with holistic health and self-care, rather than a one size fits all pharmaceutical approach. They share a hesitancy for traditional healthcare models but with very interesting differences. By understanding these differences, the consumer healthcare industry can focus on agile and distinctive brands to harness Gen Z’s tremendous purchasing power.”

Savvy clinical laboratory leaders can better serve their Gen-Z client physicians and patients by better understanding why Zoomers are more inclined to order their own lab tests (without a physician), collect their own specimens to send into labs, and/or collect their own specimens to do home testing (think COVID-19 self-test kits). Zoomers may need an entirely new business model from their healthcare providers, including clinical laboratories.

Kristin Althea O’Connor

Related Information:

What is Gen Z?

On the Cusp of Adulthood and Facing an Uncertain Future: What We Know about Gen Z So Far

How Gen Z is Redefining Their World through Technology

Gen Z Is ‘Generation Digital Health’ as 62% Use Digital Patient Portals

What Self-Sampling for Women’s Health Testing Means for Labs

US News Top Recommended Over-the-Counter Health Products

Gen Z Are Not ‘Coddled.’ They Are Highly Collaborative, Self-Reliant and Pragmatic, According to New Stanford-Affiliated Research

Who is Gen Z and How Are They Shaping the Future of Health Benefits?

Generation Z: Transforming Consumer Healthcare

Gen Z’s Take on Healthcare

US Generation Z Healthcare Behaviors

Move Over Gen Xers and Boomers! This is the Year Radiology Matches Its First Class of Generation Z Residents

It’s not just radiology. Gen Z residents will be matching in pathology and other specialties, and that means clinical laboratories should be ready to adapt their recruiting and training to Gen Z’s unique characteristics

It’s a big event in medical schools across the nation when it is time for residency programs to match residency candidates with first-year and second-year post-graduate training positions. But this year has a special twist because—for example in radiology—this is the first class of Generation Z (Gen Z) residency candidates to be matched with radiology residency programs.

The arrival of the newest generation to progress through medical school and into residency was the topic of a Viewpoint story in the American Journal of Roentgenology (AJR) titled, “Generation Z and the Radiology Workforce: Ready or Not, Here I Come.”  

In their abstract, the authors wrote, “This year, the radiology community will experience the beginning of a generational change by matching its first class of Generation Z residents. To best welcome and embrace the changing face of the radiology workforce, this Viewpoint highlights the values that this next generation will bring, how radiologists can improve the way they teach the next generation, and the positive impact that Generation Z will have on the specialty and the way radiologists care for patients.”

Members of Gen Z are now entering the workforce in large numbers. To recruit high-quality candidates from this generation, healthcare employers—including clinical laboratories and pathology practices—may have to adapt the way they interact with and train these individuals. 

Gen Z is generally described as individuals who were born between 1995 and 2012. Also known as “Zoomers,” the demographic comprises approximately 25% of the current population of the United States. They are extremely diverse, tend to be very socially conscious, and can easily adapt to rapid changes in communications and education, according to the AJR paper.

Although the paper deals with radiology, this type of information can also be valuable to clinical laboratories as Gen Z pathologists are poised to enter clinical practice in growing numbers. This marks the beginning of the professional laboratory careers of Zoomers, while Millennials move up into higher levels of lab management, the oldest Gen Xers near retirement age, and Baby Boomers retire out of the profession.

Paul McDonald

“Gen Z employees bring unique values, expectations, and perspectives to their jobs,” said Paul McDonald (above), Senior Executive Director at staffing firm Robert Half in a news release. “They’ve grown up in economically turbulent times, and many of their characteristics and motivations reflect that.” Thus, clinical laboratories may have to develop methods for recruiting and training Gen Z staff that match the unique characteristics of Gen Z candidates. (Photo copyright: LinkedIn.)

Zoomers Like Digital and Artificial Intelligence Technology

One of the most unique aspects of Gen Z is that they have never lived in a world without the Internet and have little memory of life without smartphones. Zoomers grew up totally immersed in digital technology and tend to be comfortable using digital tools in their everyday life and in the workplace. They lean towards being very open to artificial intelligence (AI) and how it can assist humans in analysis and diagnostic methods.

“This group of professionals has grown up with technology available to them around the clock and is accustomed to constant learning,” said Paul McDonald, Senior Executive Director at staffing firm Robert Half in a news release. “Companies with a solid understanding of this generation’s values and preferences will be well prepared to create work environments that attract a new generation of employees and maximize their potential.”

According to the AJR paper, Zoomers learn best by doing, so employers should concentrate on interactive learning opportunities, such as simulations, virtual reality, and case-based methods for teaching the aspects of the job. They are likely to expect digital and blended resources as well as traditional approaches to learning their new job responsibilities.

The paper goes on to state that Gen Z members value diversity, equity, inclusivity, sustainability, civic engagement, and organizational transparency. Their social consciousness and diversity may yield a greater range of perspectives and problem-solving approaches which may bolster their sensitivity to patient-centered care.

“The oldest in Gen Z have already seen a recession and a war on terrorism. They’ve seen politics at its worst. And now they’ve seen a global pandemic and are about to see recession again,” said David Stillman, founder of GenGuru, a boutique management consulting firm that provides insights on how best to connect with Baby Boomers, Generation X, Millennials, and Gen Z, in an interview with the Society for Human Resource Management (SHRM). “They are survivors,” he added.

According to the SHRM, “Stillman says Millennials, who preceded Generation Z, were coddled by their parents. He maintains that Generation Z’s parents were more truthful, telling their offspring, ‘You’re going to have a really tough time out there, you have to work super hard,’ which he says created ‘the most competitive generation in the workforce since the Baby Boomers.’”

Gen Z Wants More than a Paycheck, They Want Purpose

The American Journal of Roentgenology paper also states that Gen Z members grew up in a rapidly changing world and tend to be resilient, adaptable, and flexible. They have experienced and witnessed many stressors and navigate these issues by focusing on mental health and a meaningful work-life balance. With respect to a profession, they are searching for more than just a paycheck, and they want a purposeful career where they feel a sense of belonging. 

In “Helping Gen Z Employees Find Their Place at Work,” the Harvard Business Review offered the following advice for employers to help Gen Z employees thrive at work:

  • Increase information sharing and transparency to help alleviate fear and anxiety.
  • Incentivize them by showing them clear paths to career progression.
  • Make sure they know how their individual contributions matter to the organization.
  • Motivate them by giving them room for autonomy and experimentation.
  • Provide specific and constructive feedback.
  • Harness community and in-person interactions to boost professional collaborations.
  • Prioritize wellness and mental health.

“Be prepared to spend time with them face to face,” McDonald stated. “They want to be mentored and coached. If you coach them, you’re going to retain them.”

Preparing to Attract Gen Z to Clinical Laboratories

As Generation Z comes of age, more of them will be working in the medical professions. Clinical laboratories and anatomic pathology groups would be well advised to prepare their businesses by adjusting leadership, adapting recruiting efforts, and shifting marketing to attract Zoomers and remain relevant and successful in the future.

In, “Generation Z Will Soon be Looking for Employment Opportunities in Clinical Laboratories and Anatomic Pathology Groups,” Dark Daily covered how this newest, youngest generation brings unique attributes and values to the clinical laboratory industry. Laboratory managers, pathologists, and business leaders need to understand those characteristics to work with them effectively.

Although sweeping statements about individual generations may be limiting, understanding their unique insights, values, and backgrounds can be helpful in the workplace. With a large amount of Gen Z workers now transitioning from college into careers, it will be beneficial for clinical laboratory managers to recognize their unique characteristics to recruit and maintain talented workers more effectively.

—JP Schlingman

Related Information:

Generation Z and the Radiology Workforce: Ready or Not, Here I Come

Understanding Generation Z in the Workplace

Helping Gen Z Employees Find Their Place at Work

Generation Disconnected: Data on Gen Z in the Workplace

Stressed, Indebted and Idealistic, Generation Z Pushed Further into the Workforce

Generation Z: Five Surprising Insights

Generation Z Will Soon Be Looking for Employment Opportunities in Clinical Laboratories and Anatomic Pathology Groups

Understanding Generation Z in the Workplace

Binary Fountain Survey Finds 70% of Millennials Share Their Healthcare Experiences Online and 70% of Americans Say Online Reviews Influence Their Healthcare Choices

Online reputation management is increasingly becoming a critical function that all providers, including clinical laboratories, must address or risk losing revenue

Recent surveys cite growing evidence that Facebook (NASDAQ:FB) and online review sites such as Yelp (NYSE:YELP) are swiftly becoming healthcare consumers’ preferred sources for researching doctors, hospitals, medical laboratories, and other medical service providers.

Healthcare consumers are using the Internet to review information on healthcare providers prior to visits. More important, data show a majority of Americans share their healthcare experiences publicly online following visits with providers.

This should serve as a wakeup call for clinical laboratories and anatomic pathology groups that have not developed effective social media strategies, as they are clearly among the health services being evaluated.

Significance of Online Reputation Management

Healthcare Dive reported research conducted by Binary Fountain indicated that:

  • More than half of Americans (51%) reported sharing their healthcare experiences online, an increase of 65% over just one year ago;
  • Among Millennials (people born between 1981 and 1996) that number jumps to 70%, a 94% increase over last year;
  • 70% of Americans overall say online ratings and reviews influenced their choices of physicians and facilities;
  • More than 40% of respondents admitted they researched doctors online even after being referred to them by another healthcare professional.
“The survey results underscore the significance of online ratings and reviews as online reputation management for physicians becomes ever-more important in today’s healthcare environment,” said Aaron Clifford, Senior Vice President of Marketing at Binary Fountain, in a statement. “As patients are becoming more vocal about their healthcare experiences, healthcare organizations need to play a more active role in compiling, reviewing, and responding to patient feedback if they want to compete in today’s marketplace.”

Healthcare Dive also noted that Millennials are likely to consider online reviews and ratings of healthcare professionals to be trustworthy.

  • 97% of 24- to 34-year-olds report believing online comments are reliable;
  • While 100% of the 18- to 24-year-olds surveyed felt similarly.

Pathologists and clinical laboratory administrators should consider the two findings above as evidence that a major change has already happened in how the younger generations look for—and select—their hospitals, their physicians, and their clinical laboratory providers. Thus, every pathology group and clinical laboratory should have a business strategy for managing the Internet presence of their labs. Failure to do so means that competing labs that do a good job of managing their Internet presence will be more successful at winning the lab testing business of Gen Xers (born 1965-1980), Millennials (Gen Y, born 1981-1996), and Gen Z (born 1997-2009).

In addition, the survey discovered that the most important qualities consumers look for in a doctor are:

  • Friendly and caring attitudes;
  • Physicians’ ability to answer questions; and
  • Thoroughness of examinations.

Those polled reported the most frustrating issues when dealing with healthcare professionals were:

  • Office wait times;
  • Cost and payment concerns;
  • Wait times for exam and medical laboratory results; and
  • Scheduling appointments.

It’s All in a Word

Earlier this year, Healthcare Dive also reported on research that examined online reviews and their content conducted by Penn Medicine. Researchers at the University of Pennsylvania used digital tools and data analytics to help healthcare providers better understand and improve the patient experience.

The researchers analyzed 51,376 online reviews about 1,566 hospitals posted on Yelp over a 12-year period. They published their findings in the Journal of General Internal Medicine (JGIM).

They concluded the word most often found in positive Yelp reviews was “friendly.” Their example of how positive review writers used this word: “The doctors, nurses, and X-ray technician who helped me out were all so cool and friendly. It really restored my faith in humanity after I got hit on my bike.”

Other words the researchers commonly found in good online reviews include “great, staff, and very.”

“Told” was the word most often found in negative reviews. The researchers’ example: “I constantly told them that none of that was true and the nurse there wouldn’t believe me.” It appears from the JGIM study that Millennials often felt healthcare professionals did not listen to them.

The researchers identified “worst, hours, rude, said, no and not” as other words often found in negative reviews.

“As providers, we need to take a moment to think about how we talk in hospitals, but also what patients are hearing,” said lead author of the Penn Medicine study Anish Agarwal, MD, Assistant Professor of Emergency Medicine at the University of Pennsylvania. “I may say something, but the way it’s heard and interpreted and then processed within patients when they’re going through a vulnerable time can be different.” (Photo copyright: University of Pennsylvania.)

Half of Millennials Prefer Internet Research and Online Virtual Healthcare

Another survey conducted by Harmony Healthcare IT, a health data management firm based in South Bend, Ind., found that more millennials are researching the Internet for medical advice in lieu of actual doctor visits.

PC Magazine reported Harmony Healthcare IT’s survey found:

  • 73% of Millennials reported following medical advice found online instead of going to a doctor; and
  • 93% reported researching medical conditions online in addition to a doctor visit. 

The survey also found that 48% of millennials trust online resources for medical information and that 48% prefer virtual doctor office visits over in-person visits.

In addition, 24% of this age group have gone five or more years without a physical and 57% prefer high-deductible health plans (HDHPs).

“With an emphasis on convenience, low cost, and technology, it will be interesting to see how this generation helps shape the future of health and how both patients and providers will adapt to those changes along the way,” Harmony Healthcare IT wrote in a blog post.

The results of these surveys illustrate why clinical laboratories and anatomic pathology groups must have a social media strategy for managing their reputations and presence on the Internet, especially where Millennials are concerned.

That strategy should include easy and informative ways for patients to learn about medical laboratory services, pricing of lab tests, quality of work, and methods consumers can use to leave online feedback and receive responses to their comments. 

—JP Schlingman

Related Information:

More than Half of Americans Share Doctor Experiences Online, Survey Shows

“Told”: The Word Most Correlated to Negative Online Hospital Reviews

No. 1 Word in Online Negative Hospital Reviews is ‘Told’

Doctors? Nah; Most Millennials Get Medical Advice Online

Millennials Forge New Paths to Healthcare, Providing Opportunities for Clinical Laboratories

JAMA Study Shows American’s with Primary Care Physicians Receive More High-Value Care, Even as Millennials Reject Traditional Healthcare Settings

JAMA Study Shows American’s with Primary Care Physicians Receive More High-Value Care, Even as Millennials Reject Traditional Healthcare Settings

Clinical laboratories that help patients access care more quickly could prevent declines in test orders and physician referrals

Millennials are increasingly opting to visit urgent-care centers and walk-in healthcare clinics located in retail establishments. And those choices are changing the healthcare industry, including clinical laboratories and anatomic pathology groups, which traditionally have been aligned with the primary care model.

However, research published in JAMA Internal Medicine suggests outpatients with primary care doctors have better healthcare experiences and receive “significantly more” high-value care. These findings come on the heels of a Kaiser Family Foundation (KFF) Health Tracking Poll which revealed that 26% of 1,200 adults surveyed did not have primary care physicians. And of the millennials polled (ages 18-29), nearly half (45%) had no primary care provider.

Why is this important? High-value care include many diagnostic and preventative screenings that involve clinical laboratory testing, such as colorectal and mammography cancer screenings, diabetes, and genetic counseling. 

And, as Dark Daily reported in “Millennials Forge New Paths to Healthcare, Providing Opportunities for Clinical Laboratories,” the increasing popularity of retail-based walk-in clinics and urgent-care centers among millennials means traditional primary care is not meeting their needs. That’s in large part because of time.

And, this is where clinical laboratories can help.

In the Millennial’s World, Convenience Is King

Millennials are Americans born between the early 1980s to late 1990s (AKA, Gen Y). And, as Dark Daily reported, they value convenience, saving money, and connectivity. Things they reportedly do not associate with traditional primary care physicians.

According to the KFF poll:

  • 45% of 18 to 29-year-olds,
  • 28% of 30 to 49-year-olds,
  • 18% of 50 to 64-year-olds, and
  • 12% of those age 65 and older, have no relationship with a primary care provider.

Thus, it’s not just millennials who are not seeing primary care doctors. They are just the largest age group.

When this many people skip visits to primary care doctors, medical laboratories may see a marked decline in test volume. Furthermore, shifting consumer preferences and priorities means clinical laboratories need to reach out and serve all healthcare consumers, not just millennials, in new and creative ways. 

“We all need care that is coordinated and longitudinal,” Michael Munger, MD, FAAFP, a family physician in Overland Park, Ks., and President of the American Academy of Family Physicians, told the Washington Post. “Regardless of how healthy you are, you need someone who knows you.” (Photo copyright: American Academy of Family Physicians.)

Consider Changes in Lab Business Model

Dark Daily advises clinical laboratory leaders to consider changes in how they do business to better serve busy consumers. Here are a few ways to appeal to people of all ages who seek value, fast service, and connectivity:

  • Offer walk-in testing with no appointments.
  • Create easy-to-navigate online scheduling tools.
  • Enable patients to request tests without doctors’ orders as the lab’s market allows.
  • Make results quickly available and in easy-to-understand reports.
  • Post test results online for patients to securely access in patient portals.
  • Make it easy to interact with personnel or receive information through lab websites.
  • Collaborate with telehealth providers.
  • Post prices of the most commonly ordered tests.
  • Use social media to promote the lab and respond to online reviews.

Younger Americans Do Not Perceive Value of Primary Care

The JAMA researchers studied 49,286 adults with primary care and 21,133 adults without primary care between 2012 and 2014. The methodology entailed:

  • 39 clinical quality measures,
  • Seven patient experience measures, and
  • 10 clinical quality composites (six high-value and four low-value services).

“Americans with primary care received significantly more high-value care, received slightly more low-value care, and reported significantly better healthcare access and experience,” the JAMA authors wrote.

Healthcare Dive notes that the JAMA study may be the first time researchers have substantiated the higher value of primary care, which generally provides services for:

  • Cancer screening (colorectal and mammography),
  • Diagnostic and preventive testing,
  • Diabetes care, and
  • Counseling.

“Poor primary care supply or access may be hurdles, or some Americans do not perceive the potential value of primary care, particularly if they are younger … and healthier,” the JAMA researchers noted.

An earlier study published in JAMA Internal Medicine titled, “Comparison of Antibiotic Prescribing in Retail Clinics, Urgent Care Centers, Emergency Departments, and Traditional Ambulatory Care Settings in the United States,” suggests that prescriptions for antibiotics written to patients that visit non-traditional healthcare settings are increasing.

The study found that “Only 60% of outpatient antibiotic prescriptions dispensed in the United States are written in traditional ambulatory care settings [defined as medical offices and emergency departments]. Growing markets, including urgent care centers and retail clinics, may contribute to the remaining 40%.”

A Washington Post analysis of this JAMA study reports that “nearly half of patients who sought treatment at an urgent-care clinic for a cold, the flu, or a similar respiratory ailment left with an unnecessary and potentially harmful prescription for antibiotics, compared with 17% of those seen in a doctor’s office.”

This drives home the importance of having a primary care doctor.

“Antibiotics are useless against viruses and may expose patients to severe side effects with just a single dose,” notes Kevin Fleming, Chief Executive Officer of Loyale Healthcare, a healthcare financial technology company, in its analysis of the earlier JAMA study. “Care that’s delivered on a per-event basis by an array of unrelated providers can’t match the continuity of care that is achievable when a patient receives holistic care within the context of a longer-term physician relationship,” he concluded.

Clinical laboratory leaders and pathologists are advised to regularly engage with primary care physicians—not just oncologists and other specialists—and keep them informed on what the lab is doing to better attract millennials and develop long-term relationships with them based on their values.

—Donna Marie Pocius

Related Information:

Comparison of Antibiotic Prescribing in Retail Clinics, Urgent Care Centers, Emergency Departments, and Traditional Ambulatory Care Settings in the United States

For Millennials, a Regular Visit to the Doctor’s Office is not a Primary Concern

Quality and Experience of Outpatient Care in the United States for Adults With or Without Primary Care

JAMA Study Makes Case for Investing in Primary Care

Millennial Expectations Fundamentally Changing Healthcare Landscape

Millennial Patient Challenge: Earning and Keeping, the Next Generation’s Business in a Post-Loyalty Marketplace

Millennials Forge New Paths to Healthcare, Providing Opportunities for Clinical Laboratories

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