How Cost Concerns and Coverage Frustrations Are Driving Interest in New Healthcare Models
For years, the rising cost of healthcare has been a persistent source of frustration for American consumers. Premiums climb higher, deductibles stretch further, and unexpected out-of-pocket costs leave many questioning the value of their coverage. While most policyholders report some level of satisfaction with their plans, the financial realities of healthcare tell a more complicated story.
If the system is working, why did our 2025 Rethinking Healthcare Survey reveal that so many people are open to considering alternatives?
At a high level, the survey indicated that the conversation around non-traditional healthcare options—self-funded plans, direct primary care, cost-sharing models—seems to be gaining momentum. Yet, many remain wary of stepping outside the traditional insurance structure, unsure whether alternative plans can offer the financial predictability and provider access they rely on. The biggest concerns? Cost, reliability, and network limitations. Without clear assurances that a different approach won’t leave them with surprise bills or limited care, most consumers remain hesitant to make a change.
Another key factor: who they trust for guidance. Healthcare decisions aren’t made in a vacuum—doctors, family members, and close friends play an outsized role in shaping perceptions. If medical professionals aren’t endorsing alternative models, and if social circles remain tethered to traditional employer-sponsored plans, the leap into a new system feels far riskier. The question isn’t just whether better options exist, but whether the people who influence these choices believe they are worth considering.
For alternative healthcare models to gain serious traction, trust must be built through education, transparency, and demonstrable success. Cost alone isn’t enough to drive change. Consumers need to understand not just that other options exist, but also how they work and whether they can deliver the stability people expect. With dissatisfaction growing due to denied coverage and rising costs, the tipping point may come sooner than expected. The only question is: Will consumers be ready when it does?
We used the third-party platform Pollfish to survey 600 Americans ages 18 and older on their satisfaction with their current health coverage, their familiarity with alternative options for healthcare, and whether they’d consider switching to one of these alternative health plans.
We found that most people are, at the very least, content with their health coverage. Our survey determined that 80% of respondents are somewhat or fully satisfied with their current plans. But beneath that broad satisfaction, a more complicated reality emerges—one that points to growing frustrations with the cost of care and a significant openness to alternatives.
Rising Costs Push Consumers Toward Change
For many, satisfaction does not mean an absence of concern. Cost dominates the conversation, with nearly one-third of respondents citing high deductibles (33%), expensive premiums (32%), and unexpected out-of-pocket costs (32%) as their primary pain points. While 22% of respondents had no concerns at all, the majority grapple with the unpredictability and rising expenses of their healthcare.
Given these financial pressures, it’s not surprising that nearly 60% of respondents are open to exploring alternative health plans. Some—17%—are certain they would switch if given the opportunity, while 40% say it would depend on the details of the plan. When asked why they’d consider making a change, cost once again emerged as the decisive factor: 62% said they would switch for a lower-cost option, and 36% pointed to the elimination of out-of-network charges as a key motivator. Personalized care (31%), flexibility (29%), and transparent pricing (29%) were also cited as important features.
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However, although affordability is a universal concern, different age groups prioritize different aspects of coverage. Younger workers, those between 18 and 44, still put cost first (61%) but also place a greater emphasis on flexibility (38%) and personalized care (34%)—highlighting a desire for plans that adapt to their lifestyles. Older workers, those between 45 and 60, are more focused on financial predictability, with 67% prioritizing lower costs, 36% seeking to avoid out-of-network charges, and 35% valuing transparent pricing over other factors.
These insights paint a clear picture: Although most people aren’t dissatisfied with their current healthcare, they aren’t entirely comfortable either. Cost remains the dominant force shaping their experiences, and as healthcare expenses continue to rise, more people may find themselves looking for an alternative that offers not just coverage but also control over their financial well-being.
https://ideagrove.egnyte.com/dl/Og0ZkDtW8d
Alternative Healthcare Plans Struggle for Attention
Despite growing frustrations with the cost of traditional health insurance, most people aren’t actively searching for alternatives—at least, not yet. While 55% of respondents claim some familiarity with alternative healthcare options, their awareness tends to center on models that complement rather than replace conventional insurance. The most recognized alternatives—direct primary care, telehealth-focused plans, and community health centers—offer targeted solutions but don’t necessarily provide full coverage for major medical expenses. This suggests that, although many people may be interested in alternatives, they might not yet fully understand or trust nontraditional health plans as a complete replacement for employer-sponsored or marketplace insurance.
What’s even more telling is how people are learning about these options. More than 60% say they’ve come across information about alternative health plans by chance, often through online articles or social media rather than intentional research. This passive discovery indicates that, although the conversation around healthcare alternatives is growing, it hasn’t yet reached a tipping point where consumers feel compelled to actively seek out or seriously consider these options. For those advocating for new healthcare models, this presents a challenge—and an opportunity. If alternative plans are to gain broader adoption, clearer education and direct outreach will be essential to shifting them from occasional online mentions to mainstream choices.
For alternative healthcare models to become more viable choices, education, transparency, and clear value propositions will be key. If providers and advocates can bridge the gap between curiosity and confidence—helping consumers understand not just what these plans offer but also how they compare to traditional insurance—more individuals may be willing to take control of their healthcare decisions. The challenge now is turning awareness into action.
Winning Trust Is Key to Changing Healthcare System
As the conversation around healthcare alternatives gains momentum, many Americans are starting to reconsider their options. In fact, 61% of respondents said they could see themselves preferring an alternative health plan if given the choice, a trend that holds true across all age groups. This signals a growing openness to new ways of receiving and paying for care, driven largely by frustration with high costs and unpredictable expenses in traditional insurance. Although most people aren’t actively searching for alternatives, the willingness to consider them suggests that a shift could be on the horizon—provided these plans can address lingering doubts and earn the trust of those making coverage decisions.
Despite their curiosity, consumers still have major concerns about alternative healthcare plans, and most boil down to a fundamental question: Will I get care I can trust at a cost I can afford? The biggest worry (41%) is whether these plans will truly cover what patients need when the time comes. Right behind that, 40% fear higher out-of-pocket costs, unsure if alternative models will actually save them money in the long run. Another 31% are hesitant about the lack of a traditional provider network, worried they may lose access to their preferred doctors or struggle to find specialists. These concerns highlight the gap between awareness and confidence. People may be intrigued by new options, but they aren’t yet convinced that these plans can deliver the security they expect from traditional coverage.
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Earning that trust means reaching the right influencers in people’s healthcare decisions. The data shows that healthcare providers (38%) have the most influence on what plan someone chooses, closely followed by friends and family (35%). For alternative healthcare models to gain traction, winning over doctors, nurses, and other medical professionals is critical—if they endorse a plan, patients are more likely to listen. Likewise, the power of personal recommendations can’t be overlooked. If people hear success stories from those they trust, they may become more open to exploring options beyond traditional insurance.
https://ideagrove.egnyte.com/dl/cTIr4z9cpn
For those advocating for alternative healthcare models, the message is clear: People need reassurance. They have to know that switching away from conventional insurance won’t leave them with surprise bills, limited access to care, or uncertainty about what’s covered. Addressing these concerns directly—through better education, clear cost comparisons, and transparent provider networks—could make the difference between passive curiosity and active adoption. As interest grows, the challenge isn’t just making people aware of alternatives but also helping them trust that a different way of doing healthcare can actually work for them.
The Path to Alternative Adoption: Build Trust
The findings of this report make one thing clear: although many Americans are open to alternative healthcare plans, hesitation remains a significant barrier. The key to moving forward lies in addressing the most pressing concerns—cost predictability, provider access, and reliability. Healthcare administrators offering alternative plans must prioritize transparency in pricing, clear communication on coverage details, and strong provider networks to alleviate consumer doubts. Beyond just offering a different option, these plans need to demonstrate real-world value in ways that resonate with both consumers and the healthcare professionals who influence their decisions. Without this clarity, even those who are eager for change may hesitate to take the leap.
Building trust in alternative healthcare models will require a proactive, multi-faceted approach. Awareness alone is not enough—education and strategic engagement are critical to shifting public perception. Healthcare providers and administrators should focus on stronger outreach to medical professionals, ensuring that doctors and other trusted advisors understand these models and can confidently recommend them. Additionally, leveraging testimonials, case studies, and clear cost-benefit comparisons will help turn curiosity into action. The opportunity is here—now it’s about ensuring the right steps are taken to convert interest into long-term adoption.
Why Health Systems Should Embrace Alternative Healthcare Models
As healthcare systems face increasing pressure to meet the evolving needs of consumers, many are beginning to realize that traditional models no longer suffice. Patients are seeking more affordable, transparent, and accessible care options, prompting health system leaders to reconsider how they deliver services. This shift presents an opportunity to embrace alternative healthcare models, such as direct to employer contracting, cost-sharing initiatives, and telehealth. Transitioning to these models, however, requires careful planning, pilot programs, and collaboration with stakeholders.
Here’s what healthcare systems can do next to successfully adapt to these changes and better serve their patient populations.
1. Assess Self-Funded and Employer Partnerships Through Direct Contracting
With rising healthcare costs, many employers are looking for ways to reduce expenses while providing valuable healthcare options to employees. Health systems could explore direct to employer contracting and work directly with employers to offer tailored healthcare models that align with both the needs of the employees and the financial constraints of the business.
- Action Plan: Identify local or regional employers who are open to innovative health benefits. These employers could collaborate with health systems to offer self-insured plans where the employer takes on more of the risk, often with administrative support from a third-party administrator. This approach allows for more flexibility in healthcare offerings, such as offering direct access to care without third-party insurers, reducing premiums for employees. Health systems can leverage these partnerships to create custom care plans that focus on prevention and wellness to help employees manage costs and improve health outcomes.
2. Explore Direct Primary Care or Membership-Based Models
Direct Primary Care (DPC) and other membership-based models are gaining traction as patients seek predictable, low-cost care. By adopting or partnering with DPC providers, health systems can offer subscription-based services that allow patients to pay a fixed monthly fee for access to primary care without the burden of co-pays, high deductibles, or unexpected out-of-pocket expenses.
- Action Plan: Consider initiating pilot programs that integrate DPC with traditional care or build hybrid models. For instance, a health system might partner with local DPC providers to offer a bundled care option that includes primary care services, routine lab work, and telehealth consultations. This model can attract younger, cost-conscious consumers who value convenience and personalized care while maintaining the backing of a trusted healthcare system for more specialized or urgent needs.
3. Reevaluate Pricing Transparency
One of the major concerns patients the study expressed is the lack of price transparency in traditional insurance plans. To address this, healthcare systems should implement and promote transparent pricing strategies to build trust and help patients make informed decisions.
- Action Plan: Make an effort to post clear, understandable pricing for common procedures, office visits, and diagnostics on websites or through apps. Offer price comparison tools for patients to encourage them to choose services based on cost-effectiveness, improving overall patient satisfaction. Furthermore, aligning with insurance providers to offer predictable pricing for out-of-network services could reduce concerns around surprise medical bills and contribute to a more consistent patient experience.
4. Pilot Alternative Care Solutions
Implementing a small-scale pilot of alternative care models allows healthcare systems to test the waters and gauge consumer demand before committing to large-scale changes. This could involve rolling out cost-sharing models, telehealth services, or integrating community-based care networks that combine traditional care with alternative solutions.
- Action Plan: Run a pilot program offering a limited number of patients the opportunity to try a cost-sharing plan or direct access to telehealth services for routine consultations. Consider testing integrated community health centers where patients can access not just primary care, but also preventative services like wellness checkups, mental health support, and even wellness coaching. Monitor key metrics such as utilization rates, patient satisfaction, and financial outcomes to understand what works best for the patient population. If successful, the program could be expanded or refined to meet the needs of a broader audience.
5. Build Partnerships with Healthcare Providers and Key Stakeholders
To effectively adopt alternative models, healthcare systems must engage and secure the support of healthcare providers (doctors, nurses, etc.). These professionals are influential in guiding patients toward the right healthcare options. Additionally, influencers in patients’ social circles, such as family and friends, should be considered in educational outreach.
- Action Plan: Prioritize building educational initiatives for both providers and patients about the benefits of alternative models. For example, host workshops for doctors, nurses, and administrative staff to ensure they understand how these models work and how they might benefit their patients. Furthermore, provide case studies or success stories to make the model more relatable and trustworthy. With the trust of healthcare professionals in these models, patients will be more likely to consider them. To engage the general population, social media campaigns, webinars, and community health events can be used to spread awareness of the benefits of alternative healthcare models.
6. Address Consumer Concerns about Reliability and Access
A primary concern of consumers considering alternative healthcare models is the reliability and accessibility of care. They want assurance that switching to a new model won’t compromise their ability to see their preferred doctors or access specialists.
- Action Plan: Focus on transparency in provider networks, ensuring patients can easily access care when needed. This could involve establishing strong relationships with a broad network of trusted specialists, ensuring that patients have a seamless experience if they need care beyond the scope of the pilot program. Additionally, clearly communicating about how these models work and how access to trusted providers is maintained is essential. Highlight the success stories of patients who have switched to alternative care models and had positive experiences to help mitigate concerns and build trust.
By focusing on these actions, healthcare system leaders can position themselves to adapt to shifting patient preferences and become leaders in offering innovative, flexible, and cost-effective care options. This proactive approach not only helps maintain patient satisfaction and loyalty but also enables health systems to meet the evolving demands of the healthcare market.