Will Patients Pay for Better Care? What the Data Says About Premium Healthcare Experiences 

According to a new national survey, 61% of U.S. healthcare consumers are willing to pay extra for a premium patient experience. This reflects an increasing demand for more personalized, efficient, and human-centered care. This trend is likely to be contributing towards the rise of concierge medicine, which is a model built around enhanced service and patient access.  

What the Survey Reveals 

The survey was conducted by Qualtrics, consisting of 10,000 U.S. consumers. These consumers were asked whether people would pay more for upgraded services across industries, including healthcare. Some people were more eager to pay for premium air travel, rideshare, or investment services, but a proportion showed willingness to pay more for healthcare if it meant an overall better experience.  

This is an important signal in an industry with razor-thin margins and increasing competition. Given that patient loyalty is a key revenue driver, it is crucial to further improve patient experience.  

“Companies that deliver great experiences prioritize the human connection,” said Isabelle Zdatny, Head of Thought Leadership at XM Institute. “This is a critical time for CX leaders, with outsized rewards for those that get it right.”

Healthcare Ranked Lower – and What It Means 

Compared to other industries, healthcare had the lowest number of consumers willing to pay more. According to analysts, this may reflect: 

• Satisfaction with current care, or 
• Belief that premium care should be standard rather than an upgrade 

But at the same time, the survey also highlighted areas where patients expect more:  

• Better handling of medical needs 
• Improved affordability 
• Timely appointments 
• Easier provider searches 

Any primary care providers that are unable to address these areas are at a high risk of losing patient trust (and revenue) to more patient-centric models.  

Concierge Medicine: A Growing Response 

These preferences are also helping to boost interest in concierge medicine, which is a membership-based care model where patients pay an annual or monthly fee for enhanced access to services.  

As per Grand View Research, concierge medicine is expected to grow at a 10.3% compound annual growth rate from 2025 to 2030. 

Benefits often include: 

• Faster appointment scheduling 
• Longer visits with physicians 
• Greater care coordination 

However, critics argue that while increased access may improve, outcomes are not promised to improve as well – costs can rise without any clear value gains.  

The Bottom Line 

Whether concierge medicine or more traditional practices, patients are expressing their needs clearly. They want a better experience, with many willing to pay for it. Therefore, providers who prioritize experience, communication, and operational ease are more likely to be well-positioned to retain loyalty and stay competitive in an evolving market.  

Shayne Bevilacqua, MBA, TRA, is the Principal and Owner of Professional Liability Insurance Group (PLIG) and Bevilacqua Insurance Group (BIG). As a Trusted Risk Advisor, Shayne works closely with healthcare providers to help them manage liability exposures and align coverage with evolving patient care models like concierge medicine. His deep understanding of healthcare risk ensures that clients can confidently innovate while staying fully protected.