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How to Plan a Route with Google Maps

Last Updated: August 10, 2022

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Google Maps can be useful to navigate through a new location or place. You can also use it to find the best route or route alternatives, and plan your trip accordingly. You can get turn by turn directions, and different routes depending on your method of transportation. You will also be able to tell how long it will take you to get to your destination.

• A list of possible results will drop down. Click your selection, and the map will automatically expand to show you the routes from this starting location to your destination.

• Repeat this step for all the other stops you will make in the same trip.

• For driving—If you’re driving, click the car icon on the toolbar. This is generally the default route.
• For transit—If you are commuting via bus, train, subway, or other public transit, click the train icon on the toolbar. The routes on the map will slightly change to accommodate all public transit routes.
• For walking—If you’re walking, click the pedestrian icon on the toolbar. The routes on the map will slightly change to accommodate walking routes.
• For cycling—If you’re biking or cycling, click the cycling icon on the toolbar. The routes on the map will slightly change to accommodate safe biking routes.

• Metro—You can identify metro or subway stops by the blue “M” icon on the map.
• Hotel/motel—You can identify hotel and motels by the brown bed icon on the map.
• Coffeehouse—You can identify coffeehouse locations by the orange coffee cup icon on the map.
• Restaurant—You can identify restaurant or fast-food locations by the orange spoon-and-fork icon on the map.
• Bank—You can identify bank locations by the blue dollar icon on the map.
• Shopping center—You can identify shopping center or store locations by the blue handbag icon on the map.
• Market. You can identify grocery or market locations by the blue shopping cart icon on the map.
• Church—You can identify church locations by the brown church icon on the map.
• Park—You can identify park locations by the green tree icon on the map.
• Hospital—You can identify hospital locations by the red “H” icon on the map.
• School—You can identify school locations by the brown hat icon on the map.
• Library—You can identify library locations by the brown book icon on the map.

• A list of possible results will drop down. Tap your selection, and you will be shown the best transportation method and route from your starting location to your destination, with the total distance and time. Most of the time this will be via car or rail, since these are the faster options.

• Driving—If you’re driving, tap the car icon on the toolbar.
• Transit—If you commuting via bus, train, subway, or other public transit, tap the train icon on the toolbar.
• Walking—If you’re walking, tap the pedestrian icon on the toolbar.

• Hotel/motel—You can identify hotel and motel locations by the brown bed icon on the map.
• Restaurant—You can identify restaurant or fast-food locations by the orange spoon and fork icon on the map.
• Shopping center—You can identify shopping center or store locations by the blue hand bag icon on the map.
• Market—You can identify grocery or market locations by the blue shopping cart icon on the map.
• Hospital—You can identify hospital locations by the red H icon on the map.

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Master the Art of the Open Road: How to Plan a Perfect Road Trip Itinerary

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• Learn to design a road trip itinerary with our comprehensive guide
• Understand why road trips are so popular in the U.S
• Discover the secret behind Route 66’s appeal
• Be inspired by Aaron Lauritsen’s insights on the joy of road trips
• Gain pro insider tips from experienced travel journalist, Flora Goodwin

The Lure of the Open Road: A National Phenomenon

There’s something quintessentially American about a road trip. According to a survey by AAA, nearly 100 million Americans, or 4 in 10 U.S. adults, planned to take a family vacation in 2019, with 53% of them planning a road trip. That’s over half of vacationing families electing the open road over other vacation alternatives.

Why this love affair with the open road?

The answer may lie in the quote by Aaron Lauritsen : “The freedom of the open road is seductive, serendipitous, and absolutely liberating.” Americans crave the freedom and spontaneity a road trip offers – the chance to control their own journey, explore unseen territories, and immerse themselves in diverse cultures and landscapes . Not to mention the allure of the most popular road trip in the United States, Route 66, stretching from Chicago, Illinois, to Santa Monica, California, covering a total of 2,448 miles of pure Americana.

Creating Your Road Trip Itinerary: A Step-By-Step Guide

As Flora Goodwin , seasoned travel journalist, often says, “A well-planned itinerary is the secret to a successful road trip.” So let’s dive into her insider tips on creating a road trip itinerary that guarantees a memorable experience.

Creating a road trip itinerary is more than just a list of places to visit – it’s a roadmap to adventure. Follow this comprehensive guide shared by the experienced travel journalist, Flora Goodwin, to craft a perfect itinerary.

1. Dream, Then Scheme

First and foremost, let your imagination run wild. Create a list of all the places you’ve dreamed of exploring. Maybe it’s the vast Grand Canyon, the lush Shenandoah Valley, or the bustling streets of New Orleans. Once you’ve penned down your wish list, it’s time to turn these dreams into reality. Start scheming your route considering the distances, travel times, and how many days you would like to spend at each location . Take advantage of digital mapping tools like Google Maps or RoadTrippers to help you visualize and plan your route.

2. Find Your Lodging

Next, consider your lodging. From motels to campsites, there’s a myriad of options. Consider the proximity to attractions, availability of parking, and amenities.

3. Plan Your Activities

Research attractions and activities at each stop. Mix it up with outdoor adventures , historical sites, food experiences, and local events to keep it exciting.

2. Secure Your Accommodation

Next, research and secure your lodging ahead of time. The options are endless – from quaint bed and breakfasts and roadside motels to luxury resorts and rustic campsites. When choosing your accommodation, consider factors such as proximity to attractions, parking availability, cost, and amenities. Remember, after a long day on the road, a comfortable place to rest can make all the difference.

3. Dive into Activities and Attractions

Now, for the fun part. Start researching attractions and activities at each stop. Look beyond just the major tourist spots – discover local favorites, hidden gems, and off-the-beaten-path excursions. Balance your itinerary with a blend of outdoor adventures, historical sites , culinary experiences, and cultural events to keep your trip diverse and exciting. Use travel guides, online reviews, and social media to find unique experiences that will enrich your journey.

4. Budgeting Your Journey

One aspect often overlooked in the excitement of planning is the budget . Estimate your costs for fuel, accommodation, meals, activities, and any unexpected expenses. Keep in mind, the best part of road trips is the unexpected surprises, but those surprises can sometimes come with a price tag.

5. Be Flexible

While planning is crucial, equally important is maintaining flexibility . The beauty of road trips lies in the spontaneity and freedom they offer. Leave room for unplanned detours, exciting discoveries, and to linger a bit longer in places that capture your heart. The open road is unpredictable, and the flexibility in your plans can lead to the most memorable moments of your adventure.

6. Prepare Your Vehicle

Lastly, make sure your vehicle is road-ready. Check your tires, oil, brakes, and make sure your roadside assistance membership is up-to-date. Nothing dampens the spirit of adventure like car trouble in the middle of nowhere. Remember, the perfect road trip itinerary balances careful planning with spontaneous adventure. So start planning, but also be prepared to throw the itinerary out the window if the open road calls you elsewhere.

What is the best way to plan a road trip itinerary?

Start with a dream list of places you want to visit, then use mapping tools to create a feasible route. Consider lodging options and research attractions and activities at each stop. Finally, always be flexible with your plans.

How long should a road trip last?

The duration of a road trip depends on various factors like the distance covered, the number of stops, and your pace. It can range from a weekend getaway to a cross-country journey spanning weeks or even months.

What should I not forget when planning a road trip itinerary?

Don’t forget to account for travel times, rest days, and contingency plans for unexpected events. Also, ensure you have roadside assistance and car maintenance checked off your list.

What tools can I use to plan a road trip itinerary?

Digital mapping tools like Google Maps or RoadTrippers are very useful in planning your route. For lodging, websites like Booking.com, Airbnb, and Campendium can provide numerous options. Websites like TripAdvisor can help you discover attractions and activities.

How can I make my road trip more fun?

Diversify your activities. Include outdoor adventures, historical sites, local food experiences, and cultural events. Also, consider creating a road trip playlist, bringing along board games, or planning a picnic at a scenic spot to add more fun.

What should I pack for a road trip?

Pack essentials like clothes, toiletries, a first aid kit, road maps, and a spare tire. Also pack snacks, water, a cooler, pillows, and blankets for comfort. Don’t forget your camera to capture the memories!

How can I save money on a road trip?

Plan and follow a budget, consider cheaper lodging options like campsites or motels, pack your own food to minimize eating out, and find free or cheap attractions to visit.

How do I prepare my car for a road trip?

Check your tires, oil, and brakes. Make sure your insurance and roadside assistance are up-to-date. Also, pack a spare tire, jumper cables, and an emergency kit just in case.

Road trips encapsulate the American spirit of freedom and exploration . As you plan your road trip itinerary, let the road guide you, but remember to have a well-thought-out plan. With our guide, you’re well on your way to experiencing the joy of a life-altering road trip.

• AAA, Travel survey
• Lauritsen, A. (2019).

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One response to “Master the Art of the Open Road: How to Plan a Perfect Road Trip Itinerary”

Deborah, I absolutely adore your unique perspective! Your words took me back to my own experiences in the Scottish Highlands, the misty mornings and the hauntingly beautiful lochs. Isn’t it amazing how nature can evoke such strong emotions? I wonder if you’ve ever experienced the same feeling in the Lake District? One thing I found fascinating there was the way the light changed throughout the day, casting new perspectives on the landscape. I’d love to hear your thoughts on this. Also, did you find any particular spot that resonated with you on a personal level? For me, it was the Isle of Skye. Keep up the great work, Deborah! Your words inspire us to seek out these enchanting places. 🌲🌄

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Get directions & show routes

You can get directions for driving, public transit, walking, ride sharing, cycling, flight, or motorcycle on Google Maps. If there are multiple routes, the best route to your destination is blue, all other routes are gray. Some directions in Google Maps are in development and may have limited availability. 

Important: Stay alert when you use directions on Google Maps. Always be aware of your surroundings to ensure the safety of yourself and others. When in doubt, follow actual traffic regulations and confirm signage from the road or path that you’re on.

• On your computer, open Google Maps .

• Click points on the map, type an address, or add a place name.

Tip: To choose another route in any transportation mode, select it on the map. Each route shows the estimated travel time on the map.

Google Maps transportation modes

You can get directions for different modes of transportation in Google Maps. Learn about the differences in features and availability between each mode:

• If you want to change a driving route, click and hold a spot on the route and drag it to a new spot on the map.

• Not all cities have public transit directions in Google Maps. Before you can get transit directions, your local transit agency needs to add their route info to Google Maps.

• If you want directions in an area with ride or taxi services, you can compare ride services with transit and walking directions. Learn how to request a ride .

• Directions to multiple destinations, or waypoints, aren’t available for public transit or flight searches.
• Learn more about how to search for flights .

• Learn how to get directions for motorcycles .

Add multiple destinations

You can get directions to multiple destinations for all modes of transportation except public transit or flight.

• Add a starting point and a destination.

• You can add up to 9 stops.
• Click on a route to get the directions.

Tip : You can search for places along your route.

To change the order of your stops: 

• Find the destination you want to move. 
• Drag the destination.

Preview directions in Street View

• On your computer, under the route you want, click Details.

• Point to a step in the directions. If Street View is available, you get a preview photo.
• To get Street View for other steps in the route, in the bottom-left box, click Previous step or Next step.

Customize your route

• Choose Options .
• Check the box next to "Tolls" or "Highways."
• Get directions.
• After you get your directions, click Leave now .
• To change your travel dates or times, select Depart at or Arrive by .

When you enter a destination in Google Maps, we show you how to get there using different travel modes, like driving, cycling, or walking. 

Sometimes, the transport options we show you are ranked according to a combination of objective factors designed to help you find relevant and useful information. These factors can include duration, distance, price, your mode preference, or the relevance of a mode to your query. Generally, the most important factors are your mode preference, trip durations, and sometimes price.

Where available, we also show you other mobility services like public transport, scooter or bicycle rentals, and vehicle ride services. These mobility services are provided by third parties who have made their transport data publicly available or who have a partner agreement with us. Any partnerships or business relationships we may have with any transportation service providers do not influence the ranking of these services.

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How to plan a road trip with multiple destinations in google maps.

Map out multiple destinations in Google Maps on the web or in the app.

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Add multiple stops using the website, add multiple stops using the mobile app.

Whether you're planning a day out on the town, or want to orchestrate the perfect road trip across the country, Google Maps allows you to add up to nine stops, excluding your starting point, when you make directions from both the website and the Maps app. Here's how you do it.

First, open up your browser and head on over to Google Maps.  Click the "Directions" button to the right of the search bar.

By default, Maps will use your device's location for the starting point. If you want this to be a different location, enter it now.

Next, enter the location of your first destination into the field provided, and then hit Enter. Alternatively, you can click any location on the map to get the same results.

Make sure you have either the driving or walking option selected, as Maps only lets you make multiple destinations with these two travel modes.

To add another destination, all you have to do is click either the "+" or the space below your first destination, and then start typing a new location. You can repeat this to add up to nine total stops. If you have more stops than is allowed, you may need to make another map from where you left off.

If at any point you decide you want to change up the order of your destinations, just drag any location up or down on the list using the circles on the left.

And once you've created your map in your web browser, you can click the "Send directions to your phone" link to send it to your mobile device by email or text message. Assuming you've got the Google Maps app installed, you can open it right up.

If you want to optimize your travel, you can also turn a multi-stop Google Maps trip into a round-trip .

Related: How to Find Public Restrooms Near You with Google Maps

You can use the Google Apps mobile app (free for iPhone , iPad , and  Android ) to create a map with multiple destinations in much the same way.

Related: How to Download Google Maps Data for Offline Navigation on Android or iPhone

Fire up the Google Maps app on your mobile device, and then tap the blue "Go" button on the bottom right of your screen.

By default, Maps uses your device's location for the starting point. If you want this to be a different location, enter it now.

Start typing in your first destination or tap a location on the map below to start your journey.

Next, open the menu (the three dots at the top right), and then tap the "Add Stop" command.

Enter the location of your next stop, or tap anywhere on the map to add the next destination.

To change the order of your destinations, just drag any of the locations up or down the list using the "Hamburger" (three stacked lines) on the left.

When you've added all the stops to your trip, go ahead and tap "Done" so you can start your journey.

Related: How to View and Delete Your Google Maps History on Android and iPhone

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Road Trips: How to Plan an Accessible Getaway

By Syren Nagakyrie

Planning an accessible road trip is getting a little easier for people with disabilities. There are more resources created by and for the disability community, and the tourism industry is starting to recognize the value of accessible travel. As a disabled, chronically ill, neurodivergent person, I take road trips every year and have learned some tips and tricks along the way.

Renting a vehicle

Most major car companies offer adaptive driving devices for their vehicles at no additional cost. Enterprise , for example, offers hand controls, left foot accelerators, pedal extenders and spinner knobs to facilitate steering. Budget can provide hand controls, spinner knobs, a panoramic mirror, swivel seats and transfer boards. Be prepared to request adaptive devices at least three business days in advance.

For a wheelchair-accessible van with a ramp or a lift, rent from a mobility company like BraunAbility , one of the largest builders of wheelchair-accessible vans in the country, with rentals at many locations. MobilityWorks , an accessible-vehicle and adaptive-equipment dealer, has rental locations in 34 states. AccessibleGO , which offers a one-stop shop for adapted rental cars and wheelchair-accessible vans, has agreements with 100 wheelchair van rental locations nationwide; request a quote on their website. For accessibleGO’s rental cars, you can request hand controls and a spinner knob at checkout.

Route planning

You can use Google Maps, Waze and MapQuest for initial accessibility research using photos and street view. Google Maps provides directions for some wheelchair-accessible pedestrian and transit routes.

Sites such as Roadtrippers and Furkot can plot an entire itinerary. While these websites are not disability specific, they are invaluable tools. (Roadtrippers does have a wheelchair-accessible check box in the search function.) You can filter by types of destinations such as national parks or museums, and search for hotels and campgrounds. Furkot allows you to input how long you want to drive each day, whether you want to travel on Interstate highways or take more scenic roads. The app will determine the best route and length of time between stops, and suggest where to stay overnight.

Finding lodging

While hotels and other accommodations are required to comply with the Americans With Disabilities Act, many hotels do not meet all accessibility needs. Most of the booking sites list hotels with accessible rooms for those with mobility, hearing and vision needs, but this information is not always verified. Do additional research on review sites and look for photos. Hyatt, Marriott, Hilton and Fairmont hotels offer allergy-friendly and scent-free rooms in some locations. Call the hotel to verify accessibility and to make sure a specific room is reserved for you.

Vacation rentals are typically not required to be A.D.A. compliant, but some do provide accessibility information. Airbnb recently rolled out an adapted category with accessibility search features and homes that have been scanned for accessibility. Review photos and contact the host for more information. Some hosts will make accommodations, such as changing the cleaning supplies or shifting furniture, but document your request using the in-app messaging system so that customer service can help if you run into issues.

Wheel the World is an accessible travel agency offering bookings at over 3,000 verified accessible hotels in the United States. The hotels have been reviewed in person by trained assessors; only those that meet the criteria are listed. Sign up as a disabled traveler or a companion and complete a personal profile that includes options for a variety of disabilities and accessibility needs. The site will provide listings that match your profile with partial, adequate and outstanding match options.

Food and medication

There are a variety of options to keep food or medication cold while traveling. Electric coolers can plug into your vehicle’s 12-volt outlet, but pay attention to the type of cooling mechanism — the less expensive versions are usually thermoelectric and will cool only to about 30 degrees below ambient temperature (if it is 70 degrees in the car, it will cool to 40 degrees). Compressor coolers are more expensive but maintain normal refrigerated temperatures.

Many hotels provide mini-refrigerators. When you know you will be stopping somewhere with a fridge almost every night, layer large ice packs and supplies in a cooler, then top them with another insulating layer like a cooling bag. This keeps everything cold for a couple of days at a time.

It’s also a good idea to travel with a single-burner cooktop — electric to use inside, or propane to use at rest areas and campgrounds — and a camp mess kit so that you can safely cook meals.

Some of the best apps to find food, restaurants and grocery stores that accommodate dietary needs are Fig for allergy-specific options, Happy Cow for vegan-friendly options and Find Me Gluten Free for celiac-safe spots. Add your favorite options to the route-planning app so that you know where to stop.

Finding activities

In addition to the apps mentioned in the route-planning section, state and local tourism organizations are good sources for accessible destinations.

National parks and monuments, which are required to meet federal accessibility guidelines, typically have visitor centers and recreation sites with accessible features. Each park website has information, as well as programs and services within the park. While accessibility varies, you can usually find information on wheelchair-accessible trails and campsites, tactile and audio features, assistive listening devices, and American Sign Language interpreters.

At state parks, accessibility features may not be consistent, but you can usually find some information on each park’s website.

Apps like AllTrails list wheelchair-friendly trails across the country, but the information may not be verified, so contact the park or land manager for verification. Among the parks with notable accessible trails are Redwood National and State Parks, North Cascades National Park, Badlands National Park, and Great Smoky Mountains National Park .

Syren Nagakyrie, the founder of the nonprofit Disabled Hikers and the author of “The Disabled Hiker’s Guide to Western Washington and Oregon” and “The Disabled Hiker’s Guide to Northern California,” among other guidebooks, leads group hikes and conducts assessments throughout the United States.

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Considering a trip, or just some armchair traveling here are some ideas..

52 Places:  Why do we travel? For food, culture, adventure, natural beauty? Our 2024 list has all those elements, and more .

Mumbai:  Spend 36 hours in this fast-changing Indian city  by exploring ancient caves, catching a concert in a former textile mill and feasting on mangoes.

Kyoto:  The Japanese city’s dry gardens offer spots for quiet contemplation  in an increasingly overtouristed destination.

Iceland:  The country markets itself as a destination to see the northern lights. But they can be elusive, as one writer recently found .

Texas:  Canoeing the Rio Grande near Big Bend National Park can be magical. But as the river dries, it’s getting harder to find where a boat will actually float .

Consumers rule: Driving healthcare growth with a consumer-led strategy

As healthcare organizations look to the future, they cannot overlook the need to place the consumer at the center of all they do. Only by improving care outcomes and consumer experience will they deliver financial returns and remain competitive while meeting consumers’ holistic health and wellness needs.

Consumers are more motivated than ever to choose healthcare options that offer a better experience, higher quality of care, and greater value. As the shift to consumerism continues, organizations that embrace it most successfully will emerge as leaders of the healthcare ecosystem. In the near term—beyond benefits to consumer experience and care—developing a distinctive consumer experience could translate to financial gains through increased acquisition, retention, and share of engagement; reduced administrative costs; and improved Consumer Assessment of Healthcare Providers and Systems (CAHPS) 1 Based on the 2021 McKinsey Provider CX Survey. Members were three to five times more likely to follow care recommendations and five to six times more likely to use other services from the same provider when highly satisfied. and Medicare Advantage Star ratings. 2 Based on the 2022 McKinsey CX Payer Journey Pulse Survey. Highly satisfied members were ten times more likely than unsatisfied members to recommend their payer to a friend, and satisfied members were five times more likely to renew coverage. Highly satisfied members were also 40 percentage points more likely to engage via a payer’s app or website than they were to engage over the phone.

In this article, we explore the latest trends in consumer healthcare behavior, consider responses, and identify steps leaders can take to define a consumer-led strategy. We include excerpts from interviews with three senior advisers to McKinsey 3 McKinsey senior advisers are engaged on a consultative basis and are not employed by the company. who have extensive experience executing consumer-centric strategies in retail and other industries.

Three trends can inform healthcare consumer strategy

Healthcare leaders do not have to fly blind as they devise strategies to improve the consumer experience along the care continuum. Three trends help point the way.

Trend 1: Consumers are spending more on health and wellness but are not satisfied and want more innovation

The US health and wellness market (inclusive of out-of-pocket healthcare spending) has grown to nearly $1 trillion, largely as a result of rising spending on out-of-pocket healthcare costs and personal wellness. There was an approximately 50 percent increase in wellness deal activity from 2020 to 2021, 4 “ Still feeling good: The US wellness market continues to boom ,” McKinsey, September 19, 2022. and US wellness spending in 2023 was more than $480 billion, with 5 percent growth in spending on wellness products and services. 5 “ The trends defining the $1.8 trillion global wellness market in 2024 ,” McKinsey, January 16, 2024. (Notably, this spending is in addition to billions of dollars in healthcare spending by payers, directed by consumers’ care choices.) Moreover, 58 percent of surveyed US consumers indicated they prioritize their personal health and wellness more now than a year ago. 6 “ The trends defining the $1.8 trillion global wellness market in 2024 ,” McKinsey, January 16, 2024. Yet despite high levels of engagement in health and wellness activities, a sizable percentage of consumers are not satisfied with their overall healthcare experiences (Exhibit 1).

The disconnect between high consumer importance and spending and relatively low satisfaction presents a meaningful opportunity for healthcare organizations to distinguish themselves as leaders in meeting consumers’ holistic health and wellness needs. For example, 67 percent of consumer respondents found health and wellness media within the healthcare journey (information on behavioral health centers within a confirmation email from a primary care physician, for example) to be helpful and interesting. 7 Based on the 2023 McKinsey Future of Wellness Survey.

Healthcare organizations can expand their use of digital interactions and tools to better support consumers in their health journeys. Although other consumer-facing industries, such as entertainment, banking, and utilities, have prioritized substantial investments in digital engagement with consumers in recent years, healthcare continues to lag behind, with the second-lowest digital consumer adoption rate (Exhibit 2).

In the years to come, it will be critical for the healthcare industry to prioritize digital consumer engagement—both to keep pace with other industries and to meet evolving consumer expectations. According to data from the 2019, 2022, and 2023 McKinsey Consumer Health Insights Surveys, healthcare consumers of all ages 8 The gap in telehealth adoption across age groups has decreased, with 39 percent of those under the age of 65 having used it in 2023, versus 32 percent of those aged 65 or older (a difference of approximately 20 percent). This is compared with 2019 usage of 13 percent for those under 65, versus 4 percent for those aged 65 or older (a threefold difference). Seniors lead in the online ordering of medications, with only 40 percent of those under 65 having used the service, versus 53 percent of those aged 65 or older. have become accustomed to using digital products and services and are eager to see them incorporated into their healthcare. 9 Sixty-one percent of consumers preferred to use digital tools in 2022; use of digital has increased 16 percentage points from 2016. Moreover, use of digital tools has a positive effect on consumer experience: 60 percent of surveyed consumers reported being more satisfied with their most recent telehealth appointment than with an in-person appointment.

Beyond digital options for engagement, consumers are also open to innovative care models that would allow them to receive personalized and holistic care, such as team-based care and care management at home. 10 Based on the 2023 McKinsey Consumer Health Insights Survey. Although traditional in-person care is still the norm today, healthcare organizations can differentiate themselves by introducing innovative care, engagement, and support models.

‘Being there’ for the consumer

A former global chief marketing officer and a senior adviser to McKinsey, Rebecca Messina is a leader in consumer experience who has worked with multiple iconic direct-to-consumer brands in the US food and beverages and transportation industries. The interview below was edited for brevity and clarity.

McKinsey: In healthcare, we see an opportunity for organizations to better support consumers in their daily health and wellness activities. How have others approached ‘being there’ for consumers?

Rebecca Messina: It starts with ensuring that consumer centricity is deeply rooted in your organization’s culture and identity. It is a mindset that’s embedded fully across the organization. It comes with a deep sense of knowing that we cannot take for granted that our products or services deserve to be a part of consumers’ daily lives; we have to earn it. This humility can be the fuel that helps everyone try harder—and expands how consumers use our products.

McKinsey: Where could an organization start if it truly wants to be a part of consumers’ everyday lives?

Rebecca Messina: It starts with developing a deep understanding of consumers, including what they care about, what they are afraid of, and what challenges or friction they face. Next, consider the role the organization could play to solve their challenges with a product that optimally supports them in their daily life and has an emotional impact. Once you envision how you will support consumers, it is critical that you express this brand promise in messaging and ensure you can consistently deliver on the promise.

McKinsey: Once an organization has established its consumer strategy, how can it best maintain its commitment to it?

Rebecca Messina: It’s important that an organization stays focused, with a clear understanding of where it does and does not play. This helps crystallize which competitors it should be monitoring and ensures the organization spends its energy where it can reliably deliver to meet consumers’ needs. Finally, organizations need to measure their progress. Tracking against metrics that capture how and when consumers are using a product is critical to understanding your progress in being invited into consumers’ lives.

To effectively respond to this trend, organizations can commit to consumer centricity by bringing the right product or service to the right consumer in the right way (see sidebar “‘Being there’ for the consumer”).

Learning from organizations in other industries, healthcare organizations could consider taking novel approaches, such as the following:

• expanding their presence in the community to encompass the entire healthcare journey— for example, by developing partnerships with wellness retreats, establishing connections to improve health in the home (via wearables, remote monitoring technology, and the like), or offering supplemental support to families when patients’ primary family caregivers are unavailable
• bridging gaps that prevent consumer engagement—for example, by supporting alternative care models for around-the-clock coverage, such as a virtual nurse or at-home care

Trend 2: Consumers trust the healthcare industry with their data, but organizations underuse it

The healthcare industry continues to earn the trust of consumers, with 44 percent of surveyed consumers indicating they are willing to voluntarily share personal and health data with healthcare organizations—more than double the rate for technology or retail organizations (Exhibit 3). 11 Venky Anant, Lisa Donchak, James Kaplan, and Henning Soller, “ The consumer-data opportunity and the privacy imperative ,” McKinsey, April 27, 2022.

However, unlike technology organizations, which have focused for more than a decade on using personal data to optimize service and support, healthcare organizations have largely not expanded their use of personal and health data to deliver a differentiated experience across the healthcare journey. More than half of surveyed consumers expressed interest in using their personal data to manage chronic conditions, receive personalized health and well-being insights, or receive personalized product and insurance recommendations. 12 Based on the 2023 McKinsey Consumer Health Insights Survey. Healthcare organizations could employ the latest technology (for example, remote monitoring, AI, or integrated electronic health records) to use consumer data in a safe, controlled way that follows privacy, security, and local and industry regulations on data handling. This could both improve the consumer experience and streamline operations.

Digital transformation supports consumer personalization

As a corporate leader, board member, and executive adviser, Christiana Smith Shi has worked with some of the most prominent US retail brands on their consumer experience strategies. Here, she discusses how data and advanced digital capabilities can be used to deliver a best-in-class personalized experience. The interview below was edited for brevity and clarity.

McKinsey: How have you seen organizations approach digital transformations to improve and personalize experiences for the consumer and generate value for the organization?

Christiana Smith Shi: The most successful organizations created a virtuous cycle that linked years’ worth of usable, freely provided consumer data contained in their internal systems with an ability to tailor content for consumers; they then delivered distinctive products and services that met each consumer’s needs. Doing all of that well led to more consumer engagement with the brand, which translated to greater loyalty and higher sales. Organizations sustained this growth by continually gathering new data that consumers consented to provide, not only to fine-tune their consumer recommendations but also to guide product development.

McKinsey: Could this approach work in industries other than retail?

Christiana Smith Shi: This approach is broadly applicable. I am convinced that if you take consumer insights and data and use them to deliver tailored, personalized experiences, consumers will reward you with more loyalty—and more data and information.

McKinsey: What are some of the most critical enablers for success in these transformations?

Christiana Smith Shi: Senior executive leaders need to be aligned on the strategy early and remain aligned as critical decisions are made. A crack at the top is a chasm at the bottom. Teams need to look up and see that the executive team is making the right decisions and trade-offs to support the strategy. Additionally, this approach requires integrated data, analytics, and tech platforms to create a holistic view of consumer behavior across all apps, sites, and moments.

To effectively respond to this trend, healthcare organizations can embed personalization into the end-to-end consumer experience by using their consumer data assets and developing AI capabilities, including generative AI (gen AI) (see sidebar “Digital transformation supports consumer personalization”).

Healthcare organizations could consider applying this approach to improve patient access through innovative strategies including the following:

• customizing engagement interfaces such as landing pages, email campaigns, education initiatives, and scheduling appointments based on consumer attitudes, behaviors, preferences, and healthcare needs
• recommending an appointment in a care setting that works best for the patient in the time frame needed and with the appropriate clinician

Personalizing both outreach and follow-up can present additional opportunities. Using AI, organizations could proactively identify healthcare or coverage needs; using gen AI, they could draft messages for clinicians to sign off on—such as tailored reminders for care needs—and deliver them based on consumers’ preferences (text or email).

Finally, to get the full value from this technology and data, it is critical that organizations adopt an end-to-end transformation mindset. 13 For more information on transformation best practices, see Eric Lamarre, Kate Smaje, and Rodney W. Zemmel, Rewired: The McKinsey guide to outcompeting in the age of digital and AI , first edition, Hoboken, NJ: Wiley, 2023. This includes implementing transformation best practices (such as setting a clear road map enforced by an operating model that holds leaders accountable for change), hiring dedicated talent, and launching change management to promote adoption and scaling.

Trend 3: Consumers are actively shopping and making trade-offs

In the face of economic uncertainty, consumers have continued their “shopping” behavior—that is, researching before making purchases—and are frequently trading down to the more affordable option. 14 In 2023, 81 percent of consumers conducted research across multiple channels before making a purchase (up from 75 percent in 2022); 80 percent of consumers said they’re changing their shopping behavior by trading down (up from 74 percent in 2022). For more, see Tamara Charm, Nancy Lu, and Kelsey Robinson, “US consumers send mixed signals in an uncertain economy,” McKinsey, April 28, 2023.

This trend is affecting many industries, including healthcare: 45 percent of surveyed consumers report researching providers and in-network costs before choosing a health insurance plan. Based on data from the 2022 and 2023 McKinsey Consumer Health Insights Surveys, 44 percent of healthcare consumers research providers before making an appointment. On average, consumers who research providers then look at two to three providers before making a decision. This represents a meaningful increase in shopping behavior compared to the 2017 survey, when only 20 to 30 percent of healthcare consumers conducted similar research.

According to data from the 2023 McKinsey Consumer Health Insights Survey and McKinsey analysis of internal data from Zocdoc, consumers typically take five factors into account when shopping for healthcare:

Quality. Consumers prioritize high-quality healthcare organizations and clinicians based on input from other consumers. Consumers are twice as likely to book an appointment with a clinician who has more than 50 reviews than with one who has none; nearly half of consumers prioritize quality ratings when choosing a clinician.

Availability. Consumers are highly sensitive to wait times for appointments, with long wait times frequently causing consumers to seek care elsewhere. Online scheduling platforms report that 45 percent of appointments are booked 24 to 72 hours in advance. 15 McKinsey analysis of data provided by Zocdoc. Independent medical groups are currently best positioned to meet this preference, with 28 percent having availability within three days, compared to 17 percent at health systems. Nearly two-thirds of surveyed consumers reported that they sought care elsewhere when they encountered a wait time they perceived to be long.

Proximity. Consumers look for care that is close to home. A convenient location is a priority for about half of consumers, even when scheduling telehealth appointments: two-thirds of telehealth appointments are booked within driving distance of home (potentially in anticipation of future in-person appointments).

Cost. Consumers actively work to minimize out-of-pocket costs but frequently face challenges in doing so. Forty percent of surveyed consumers prioritize out-of-pocket costs when searching for care, and nearly 17 percent say that the cost of services can be a considerable barrier to receiving care.

Options for care. Healthcare consumers prioritize options to engage across multiple channels, such as in-person and telehealth. Care groups that offer both options receive 35 percent more bookings than those that offer only in-person appointments and 90 percent more bookings than those that offer only telehealth visits. Consumers also take advantage of multimodal care: for example, nearly half of obstetrics and gynecology telehealth visits are followed up with an in-person appointment.

Although consumers are generally inclined to stay with their current primary care provider, up to 70 percent are open to changing if the alternative offers meaningful differentiation. 16 Seventy percent of consumers were likely to switch to a different primary care provider if they were offered a $100 rebate or if the other provider had a five-star quality rating. As healthcare organizations seek to be more competitive against market players, focusing on the factors that shape consumers’ decision making will be critical.

Easing the shopping and buying journey

Natasha Chand, a senior adviser to McKinsey, has developed and led the consumer engagement strategy at multiple major US and global retailers that offer consumers thousands of products to choose from. We connected with her to learn how some of the most complex organizations make it easy for the consumer. The interview below was edited for brevity and clarity.

McKinsey: We are seeing that healthcare consumers are weighing many variables when making care decisions. How have other retailers made this shopping experience simple for consumers?

Natasha Chand: There are three key practices that we see can really change a consumer’s experience. The first is directly helping consumers make choices by highlighting what you know is most important to them. Machine learning can be used to both identify the key considerations consumers have and talk about and summarize this information simply for them. This can meaningfully streamline a consumer’s ability to make an informed decision.

The second is thinking beyond the traditional ways of doing business. Consumers want to locate the right product or service first and foremost; they are often open to trade-offs on where it comes from or by when they might receive it. The best solutions may be partnering with third parties or forming external partnerships to ensure that consumers’ needs are always met.

Finally, to ensure that the first two practices are successful, it is critical that an organization tracks the right metric—one that holds leadership accountable to doing the best job for the consumer. This might require inventing new metrics for your teams, such as how often you are able to meet the consumer’s communicated needs or provide diverse options. The metrics themselves should continually be revisited and changed over time as you learn what best captures consumers’ needs and organizational priorities change.

Healthcare organizations could respond to this trend by facilitating decision making for consumers, including with fast, convenient navigation of their systems that belies the vast complexity underneath and by enabling consumers to easily connect to the offerings they need when they need them (see sidebar “Easing the shopping and buying journey”).

Healthcare organizations could innovatively respond to this trend by taking the following actions:

• triaging consumers’ symptoms and preferences using a gen AI chatbot to help them schedule a care appointment in the required time frame—and in doing so, expressing an empathic tone and offering educational information to manage expectations
• providing consumers with a single source of truth about projected costs before they receive care; this can simplify the decision-making process, ensure transparency, reduce downstream frustration, and increase the likelihood that patients will receive the care they need
• revisiting scheduling policies to expand consumers’ care options and increase flexibility (for example, adding telemedicine as an option to additional types of appointments)

Finally, by seamlessly linking consumers to strategic partners across the holistic health ecosystem—ranging from medical devices to fitness and wellness classes to over-the-counter products—organizations could better support the needs of consumers.

Next steps to build a consumer-centric organization

Understanding how to best meet consumers’ current and future needs is necessary but not sufficient to become a true consumer-experience leader. Setting up a transformation for success over the long term requires three additional steps:

• Set a strategic vision. Craft a clear consumer-experience vision that will inspire and propel the organization to change its culture and ways of thinking about consumers. Ideally, this aspiration will capture the holistic value at stake in improving consumer experience (for example, growth or improvement in quality outcomes).
• Adopt an agile, human-centered operating model. Identify innovations grounded in the end-to-end consumer journey. Test and refine potential innovations using the agile “test and learn” operating model.
• Build consumer-centric capabilities. Invest in defined metrics, personalized communications, and other capabilities that put the consumer at the center (Exhibit 4).

Consumerism is no longer an emerging trend or secondary consideration in healthcare. Consumers expect their healthcare engagement and experiences to be as convenient and satisfying as many of the other activities in their daily lives. Healthcare leaders who energetically and holistically embrace this shift—reflected in their vision, operating model, and capabilities—could meet consumers where they are across the end-to-end healthcare journey and could increase care access, engagement, satisfaction, and patient outcomes along the way.

Jessica Buchter is an associate partner in McKinsey’s Philadelphia office, Jenny Cordina is a partner in the Detroit office, and Jillian Eckroate is a consultant in the New Jersey office.

The authors wish to thank Eric Bochtler, Maura Fitzsimons, Sarah Greenberg, Michael Kohan, Mark Lee, Eric Levin, Brinda Rao-Pothuraju, and Neha J. Shah for their contributions to this article. The authors also wish to thank senior advisers Natasha Chand, Rebecca Messina, and Christiana Smith Shi for sharing their valuable insights.

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Official Statement - Fatal Officer-Involved Incident in Kentwood

April 18, 2024

Statement by Col. James F. Grady II, Director

Yesterday, a member of our department was involved in an incident that ended with the loss of life. As an African American male and a father, it’s not lost on me that this is the death of another young African American male following an interaction with police.

As the Director of the Michigan State Police, I want to assure the community that we see you, hear you and will thoroughly and expeditiously investigate the incident. 

A full investigation of yesterday’s incident is underway. The investigation, which is being conducted by investigators from a neighboring MSP district, will be thorough and objective. Our role is to be finders of fact and to compile those facts in an objective manner.

What we know at this time is limited and still subject to change. There is much investigative work yet to be done and I ask that we let the investigation proceed before drawing any conclusions.

Our initial investigation shows that the MSP Sixth District Fugitive Team along with members of the Kentwood, Wyoming and Grand Rapids police departments, Michigan Department of Corrections (MDOC) and U.S. Marshals Service, were working a fugitive arrest operation in Kentwood yesterday in an attempt to locate and arrest Samuel Sterling, who was wanted on multiple warrants. 

Preliminary reports indicate officers observed Sterling at a gas station at 52nd Street and Eastern Avenue, putting air in a vehicle’s tires, and upon approaching him, he fled on foot. 

Several officers pursued him on foot, while one MSP officer in an unmarked vehicle drove parallel to him. They ended up converging in the parking lot of Burger King on Eastern Avenue, where the vehicle driven by the MSP member struck Sterling. 

Emergency medical support was summoned to the scene and transported Sterling to the hospital, where he later succumbed to his injuries and passed away.  

The MSP member driving the vehicle has been suspended pending the outcome of the investigation.

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Proposed Kati Thanda-Lake Eyre management plan to ban recreational access without cultural permission

A new management plan proposed for outback Kati Thanda-Lake Eyre by the SA government suggests banning members of the public from walking, driving or boating on the lake bed without permission from the traditional owners.

The public would be allowed to view the inland lake from the air or from two designated visitor areas — Halligan Bay Point Campground and the southern information bay off the Oodnadatta Track. 

Arabana Aboriginal Corporation chairperson Bronwyn Dodd said Kati Thanda-Lake Eyre was connected to one of their most important Ularaka (stories) and a place where their ancestors rest.  

"From a cultural aspect, that's really disrespectful to enter such a significant cultural site," she said. 

"For us, our ancestors are there, our stories are there, and it's a very powerful place for Arabana. 

"We want people to come and enjoy Kati Thanda by all means. We just want to be able to do that through education and respectful engagement." 

Pushback from boaters

Kati Thanda-Lake Eyre National Park is the second largest national park in Australia, covering more than 1.3 million hectares.

The inland lake is a significant tourist drawcard for the outback region, with the usually dry lake-bed experiencing flooding every three to 10 years.

Lake Eyre Yacht Club commodore Bob Backway said he was in disbelief at the proposed plan. 

Mr Backway was against controlling recreational activity on the lake, saying it was "effectively privatising the national park". 

"We respect physical evidence of Arabana culture and we have strict rules in our club that we only look, examine, study and photograph, but put back any relics that we find out there," he said. 

The Department for Environment and Water confirmed there would be exemptions available. 

"There's absolutely provision for access for commercial filming or photography, or commercial tour permits to go out onto the lake and that will be considered on a case by case basis to ensure that what's being proposed is culturally appropriate," National Parks and Wildlife Service program director Jason Irving said.

If the management plan is adopted, Kati Thanda-Lake Eyre would not be the first natural tourism attraction to limit access to tourists. 

In 2019, the Uluru climb was closed by the Uluru-Kata Tjuta National Park board after consultation with the Anangu community.  

Misuse hurts traditional owners 

Ms Dodd said activities such as driving or boating on the lake could not only damage the lake bed, but was also hurtful for Arabana. 

"My elders have often told me that when they see behaviour such as that, that they deeply hurt inside and it hurts them to see our country hurt like that, when it's being disrespected in such a way," she said. 

"They have tried to engage over the years and to help protect and preserve that, but it's certainly a deep hurt when we see people disrespecting such a culturally significant site to us." 

Ms Dodd said they also had concerns for the safety of tourists navigating the lake, which was in a remote area. 

Members of the public can provide feedback on the management plan online until July 19. 

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