F rom using ATM banking machines to scanning groceries in self-service lines, we, as consumers, are clearly comfortable with do-it-yourself options that save us money and time. Computer literate and technologically savvy, many of us also scour the Internet for information and services, often about medical concerns.

These trends are playing a pivotal role in the transformation of our U.S. healthcare system. Consumers, already devotees of blood pressure checks in drug stores, are moving from "passive patient" to "engaged participant" with growing numbers eager to explore the next generation of convenient self-screening and monitoring options in the retail environment.

Some may question if this new direction is good for the health of the consumer and the market's fiscal health. But as industry leaders recognize the opportunities and lead generation created by the change from a patient-oriented to a consumer-driven market, a win-win situation is emerging.

The development and availability of self-service health screenings can encourage consumers to catch problems early when they are usually most treatable.  It also may help consumers identify risk factors to prevent future health disorders, saving them money in the long run.

Providing consumers with health information and initial self-service screenings does not eliminate the need for thorough exams and testing by professionals. Rather, the opposite is true. If marketed correctly, these self-service screenings can generate leads by educating consumers about what healthcare services they need and move them onto the appropriate healthcare track for professional care.

The healthcare industry's business-as-usual strategies of the past simply are not meeting current needs. A case in point:  vision care.  Regular eye exams can help detect problems early by assessing and treating vision problems and spotting eye diseases at a more treatable stage.

The problem is that most Americans are uninformed about the need for regular eye examinations.  In fact, according to the American Optometric Association, most people seek professional eye care only every 36-48 months - about half as often as recommended. 

It is crucial to educate consumers on how regular eye exams can help them preserve eye health and reduce expenses for future medical care because disorders can be diagnosed and treated at earlier stages. Furthermore, if consumers understood and acted upon the need for regular eye exams, the U.S. vision care market, currently valued at more than $25 billion, would substantially benefit.

In our current healthcare climate, we need to use technological innovations to engage consumers in new ways. For example, data shows that nearly 38 percent of Baby Boomers would use a retail health clinic.  And a new survey by the Deloitte Center for Health Solutions concludes that many consumers desire wider access to healthcare in retail settings. While expressing anxiety about future health care costs, people are searching for services that save them money and offers convenience.

We need to close the gap between what consumers want and what they are currently getting by partnering with the healthcare professional community. Offering self-service screenings and monitoring at convenient business and retail locations makes perfect sense, especially if we incorporate user-friendly technology to make the experience satisfying and informative.

This will lead to better preventive healthcare for consumers and a stronger economic marketplace for those of us in the healthcare industry.