Consumer tools are increasingly important in the healthcare market. Nearly 70% of stakeholder respondents surveyed recently by insurance consulting and brokerage firm Keenan and MCOL, a publisher of healthcare business information, believe it is likely or very likely that a typical consumer will use online data/comparisons to discuss options and costs with a provider.

Even stakeholders not involved with online tools (32%) were more likely to believe that consumers were using such tools. “Healthcare is moving toward better mobile applications,” says Scott Sanford, chief growth officer for HealthiestYou, which offers online tools via phone and other technology mediums. “It’s still far behind the times, but it’s getting there.”

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