A new study from Blue Cross suggests that Canadians are making lifestyle changes to better their health and have a solid understanding of the importance of preventative health strategies. But there is also a catch – nearly half (48%) are not seeking the help they need from health professionals due to perceived limitations or barriers.

“Canadians understand the benefits of preventative care, namely for improving their quality of life, and acknowledge that daily habits play a critical role in supporting health,” says Nadeem Rajabali, Sr. Vice President and Chief Sales Officer, Pacific Blue Cross. “However, many Canadians are not taking advantage of the available health services to complement their healthy habits.”

According to the study, most Canadians (72%) have tried to improve their health or fitness in the past 12 months by taking their health into their owns hands: eating a nutritious and balanced diet (69%) and exercising regularly (67%) were listed as the two most important preventative health measures. Younger generations are also particularly committed to improving their health: 84 per cent of Gen Z and 79 per cent of Millennials have tried to improve their health or fitness in the last 12 months, compared to only 64 per cent of Gen X and Boomers respectively. 

Challenges in seeking care

Outside of their own healthy habits, many Canadians also recognize the value in maintaining their health, listing regular check-ups (56%), regular screenings/early-detection (41%), and health education (34%) as key prevention tactics. Still, nearly half (48%) are not seeking care from health professionals when needed, often because of fear and anxiety (19%), lack of time (17%), and lack of transportation (10%). The study also found that fear and anxiety are more common among Gen Z (31%) and those with precarious finances (35%). 

“It is concerning that many Canadians are not seeking essential health services when they need it,” says Rajabali. “These perceived barriers not only impact individual wellbeing but also underscore the urgent need for accessible solutions, like health benefits plans, that empower Canadians to access the care they need and value.”

The study also indicates that even those who can afford care are not seeking it. Nearly half (48%) of Canadians with stable finances did not seek care, along with 36 per cent of Canadians whose financial situation was comfortable. The study also found that women (69%) are more likely than men (57%) to postpone seeking care, highlighting a striking gender disparity in use of health services.

The benefits of health plans

The study demonstrates that those with health benefits, either through personal health insurance or an employer-provided plan, are more likely to report better health and seek care when needed. Canadians with health benefits plans are more likely to visit a health professional, regardless of their income, than those without a plan. Those with benefits are also twice as likely to visit a chiropractor, naturopath, or massage therapist.

As a result, it's no surprise that those with health benefits plans fare better when it comes to self-reported health outcomes: 69 per cent of individuals with health benefits perceive themselves to be in good health, compared to 55 per cent without. Further, those with benefits are also far more likely (77%) to have pursued health and fitness improvements in the past year.

Rise of new health approaches, including virtual care

Pharmacists and virtual options are changing how Canadians access care – and are providing relief to some of the key challenges Canadians experience when accessing health services. According to the study, 90 per cent of Canadians are visiting their pharmacist, and as many pharmacists can diagnose and treat minor conditions, visits have increased 12 per cent since 2022.

British Columbians are especially likely to use digital sources for health-related information. Nearly half (49%) of BC residents turn to digital sources such as social media, fitness apps, and the internet as their primary source. They also prioritize Google reviews when choosing a health professional (21% compared to 17% nationally).

Virtual health services are widely used in BC, with both rural and urban residents recognizing their convenience. Nearly half (47%) of British Columbians have had at least one virtual care appointment in the past year, compared to 31 per cent nationally. Furthermore, 45 per cent report it’s faster to secure a virtual care appointment.

Vancouverites, in particular, have embraced virtual care. In the past year, 19 per cent of Vancouverites used video virtual care compared to 11 per cent nationally, and 44 per cent used audio/phone calls (vs. 30% nationally). However, technical barriers remain a challenge for 24 per cent of Vancouver residents, compared to 14 per cent elsewhere in BC.

“There is no single or best way to access care – it depends on the person and their specific needs. From walk-in clinics to tele-health and virtual care platforms, Canadians are enjoying the variety of benefits each format provides,” states Rajabali. “As a partner in Canadians’ health journeys, Blue Cross is proud to help Canadians access preventative services when and how they need them.”

Nationally, one-third of Canadians (31%) report using a combination of virtual and in-person solutions, citing that virtual care reduces transportation limitations (52%) and makes booking appointments easier (36%) and faster (36%). Younger generations show a preference for digital-first care: Gen Z and Millennials are more likely to cite benefits of virtual care, and while family doctors are the primary source of health information for Gen X (66%) and Boomers (79%), 60 per cent of Gen Z and 56 per cent of Millennials defer to digital sources (social media, fitness apps, online sources) first.

To learn more about the study, please visit bluecross.ca/healthstudy.

Discover your personalized health benefits

Did you know: you have access to a wide range of benefits through Pacific Blue Cross, designed to support your health and wellbeing? To make the most of your benefits, we encourage you to take the Health Connected Health Risk Assessment, available through your Pacific Blue Cross Member Profile.

The assessment evaluates more than just your physical health; it also assesses your emotional wellbeing, identifies risks you may not be aware of, and provides insights on how to improve with some extra support. Additionally, it calculates your “Adjusted Age,” comparing your body’s state of health to your biological age and revealing how your lifestyle affects your longevity.

Once completed, the Health Connected tool will guide you to personalized resources and health care providers within your Pacific Blue Cross Member Profile.

How to get started: 

1. Log in to Member Profile with the details found on your Pacific Blue Cross ID card.
2. Click on the Digital Wellness Tools icon from the dashboard, then click Proceed.
3. Take 15-20 minutes to complete the Health Risk Assessment. 

About the Blue Cross Health Study

To create the 2024 Blue Cross Health Study, Research + Knowledge = Insight, an independent research company, conducted an online survey from April to July 2024.  The comprehensive sample for this survey includes 2,133 adult Canadians, including 12 key demographic measures. The study has a margin of error of plus or minus 2%, 19 times out of 20.